Page 66 - SAMENA Trends - September 2021

ARTICLE SAMENA TRENDS

ARTICLE

Leveraging CPaaS to Deliver Superior Customer

Experience

The COVID-19 pandemic of 2020 turbocharged digital
transformation initiatives across enterprises worldwide. Even
heavily regulated sectors like healthcare, government, and
banking embraced digital communication tools such as mobile
apps, video, messaging services, and chatbots.

The shift has also transformed customer behavior. Customers
now expect businesses to be ‘always on’ and available on their
platform of choice. The trend is especially true for Gen Z — a
generation that relies on digital solutions (chat, messaging
platforms, digital payments, and more) for everything.

The pandemic exposed the shortcomings
of human-capital-intensive customer care
or call centers. As enterprises digitized

their customer support within weeks, they
also realized the value of digital media and
enriched mobile experiences. The world
won’t go back to the way it was before
2020, and as such, enterprises must step
up their customer engagement game.

As a result, communication service providers (CSPs) have an
opportunity. They can offer communications platform-as-a- Deshbandhu Bansal
service (CPaaS) solutions for enterprises across sectors to build
customer-centric experiences and boost engagement. COO and Head of Messaging Solutions
Comviva Technologies
The rise of CPaaS
CPaaS solutions are cloud-based and let businesses add modern
communication channels to their applications via APIs. These
include foundational channels like SMS, A2P, voice, and emerging
channels like video, messaging apps (WhatsApp, Viber, Telegram,
WeChat, Apple Business chat, etc.), biometric security, and digital
payments.

66 SEPTEMBER 2021