Latest Trends in CPaaS Helping Enterprises Seamlessly Leverage Technology

Pankaj has been a serial entrepreneur for over 20 years and has launched & built multiple successful IT & Telecom businesses

CPaaS, or Communications Platform as a Service, lies at the heart of the game-changing digital transformation that is reshaping businesses globally at unprecedented speed and scale. Efficient and on-demand information exchange through various communication channels like video, voice, telephony, messaging etc, all components of CPaaS, have become the lynchpin for better customer acquisition, engagement, and internal management.

Modern enterprises are increasingly using CPaaS to streamline their communication channels and deliver the next level communication experience to their users, which ultimately translates into greater business scale. CPaaS is not a static thing. Over the last few years, it has evolved to better serve enterprise requirements, leverage technological advances, and improve global connectivity. We have listed 5 significant CPaaS trends such as the role of AI, low code, Metaverse etc that are expected to take the communication experience to an entirely new level.

Marketers can also create and display more relevant ads based on buyers’ measured emotional state and intent

AI is the Game-Changer
AI is everywhere, and CPaaS is also at the forefront of adopting AI/ML for improving all communication in multiple ways. For example, pairing live videos with Emotion Recognition Technology will drive exciting use cases in recruitment, retail, tele-health, and customer support. Once Face AI/Emotion AI is paired with live video chat, contact center agents can get indicators showing the real-time emotional state of their customers. Basis the emotional state, they can respond appropriately.

For e.g. if a customer is getting agitated, the system will be able to measure and identify their emotional state and can then either automatically escalate the call to a supervisor, or show relevant mitigation techniques to the handling agent, or move in whichever direction the business logic dictates. Marketers can also create and display more relevant ads based on buyers’ measured emotional state and intent. Similarly, HR managers can recruit more suitable candidates using live video chat paired with AI, where they can get a indication of the candidates emotional state while responding to interview questions, making it more accurate as an evaluation process.

In the future, we expect to see more AI capabilities being added to the CPaaS engines by providers.
Metaverse to Unlock Limitless Possibilities
With 5G network soon becoming a reality, the Metaverse is ready to take off. Increased bandwidth availability will allow richer communication experiences, which were constrained by connectivity limitations till today. The Metaverse will be an alternate reality, which will be primarily driven by its visual component. This visual component will benefit from CPaaS providers plugging in their video capabilities into the Metaverse framework, creating richer visual experiences based on live video, along with digitally created imagery.

Visualize this scenario employees’ digital avatars participating in video meetings,collaborating in realtime and even walking down the networking lounge to take a short break from work, in as near realistic virtual space as possible!It may sound like a science fiction fantasy, but it may soon become a reality in the workspace. Many CPaaS providers are already working on WebRTC-based AR/VR APIs that can seamlessly be embedded with programmable Video APIs and be overlain into the Metaverse ecosystem. The primary thrust will be to bring together reallife video, riding on CPaaS capabilities and CGI interactions into a seamless flow for customer experience.

The Rise of Low-Code, No-Code Solutions
Newly added CPaaS features won’t add much value for developers if the communication solutions cannot be developed and deployed quickly. And development for communication services is not easy, historically taking significant time and development effort. That’s why the low-code solutions are gaining traction nowadays since they allow developers to rapidly build and deploy communication solutions, such as a realtime video chat app without extensive coding but using single line code solutions from CPaaS providers with full functionality, thereby reducing the time to test and time to market. EnableX has already taken the lead by launching the world’s-first low code video embed solution. Many other CPaaS providers are also trying to join the low code bandwagon.

Hybrid Communications to Empower Personalization
Users can now reach out to businesses through various channels, such as SMS, voice, social media, websites, in-app notifications, video, and many more. This is where the role of hybrid communication comes into the picture. A well-oiled hybrid communication strategy provides personalized support by delivering a more cohesive and unified communication experience, whether it’s about AI-enabled smart chatbots or actual agents at the contact center using co-browsing to interact with customers to offer a sales demo or onboard customers. In the days to come, the world will witness more powerful and more complex forms of hybrid communication solutions being deployed using CPaaS, making the customer experience more engaging and productive.

Hyper-personalization to Redefine Customer Experience
Customers nowadays expect a more personalized communication experience while interacting with businesses. They expect a highly personal, seamless, and engaging experience at every digital touchpoint, whether it's online, chat, social media, email, or live video. There is an expectation that their preferences, choices and wants are understood quickly and solutions provided instantaneously. This brings in the need for data analytics to personalize each interaction to the customers choice. Business leaders now also see immense value in the hyper-personalized approach as it enhances customer engagement.

For example, who among us has not been frustrated at some point in time with IVRs and wanted to have a human resolve our issue but weren’t able to reach one. Today, while conversational chatbots can handle basic queries, complex queries can often get tangled up in the human logic or syntax. That’s where AI-powered contact center agents can step in and handle complex queries. By pairing up live video with Emotion AI, contact center agents can intervene when the system identifies an issue in a given chatbot interaction and better understand the customers mood and respond appropriately, thus improving overall customer experience.

Final Words
These emerging trends will reshape business communications in the days to come, and business success will primarily depend on how well enterprises capitalize on emerging technologies, such as AR/ VR, low code, and AI, to provide a more engaging communication experience.