Leveraging CPaaS for Conversational Customer Engagement in 2023

Although companies worldwide have already made digital transformation a priority, delivering outstanding customer experiences still needs consistent focus and investment. With ever-evolving customer demands, It’s no secret that CX leaders of today are betting on innovation to gain a competitive advantage. While generative AI is making waves across the globe, nothing beats a customer-first approach in driving engagement and conversions. With CPaaS (Communication Platform as a Service) platforms, companies can create flexible, scalable, and customized applications to delight their customers effortlessly.

Smart CX Strategies for Soaring Customer Expectations 

Keeping track of shifting customer expectations helps companies devise effective strategies for customer engagement. More than 70% of customers expect conversational interactions whenever they connect with a brand. There is more emphasis now on communication that feels authentic and human.  

Customers seek value, and only companies that successfully provide that are able to drive growth. Instead of being looked at as mere numbers, customers want to be heard and understood. They prefer companies that give personal attention, send individualized offers, and provide quick resolution. More importantly, they want two-way communication to easily connect with a business and get prompt answers. 

Conversational Customer Engagement For The Win

Sending promotional offers and expecting customers to buy will no longer work. The customer journey has become complex, and companies need to build end-to-end conversational engagement strategies to maximize conversions. 

While the pandemic may have enforced the switch to digital for many, it is apparent that digital channels are here to stay. In fact, several companies and customers found more merit in digital engagement. In the post-pandemic world, customers are looking for a hybrid experience. They want the flexibility of seamlessly navigating the physical and digital environments while exploring products or making a purchase. A customer who browsed the website for the latest smart TV can reach out to the brand on WhatsApp, and complete the purchase in the store. To power such smooth hybrid experiences, it’s important to integrate the channels and make interactions effortless. 

Being available to guide customers along the path to purchase and beyond helps companies reduce friction in the buying journey. Conversational AI platforms and channels simplify communication and enable companies to address pain points in real-time. Chatbots can have contextual exchanges powered by advanced Natural language processing (NLP) and Machine Learning (ML) capabilities. Conversational bots allow companies to provide 24/7 support and customer communications at scale. Moreover, the rich features of conversational messaging applications, such as CTA buttons, list messages, and Quick replies, help engage customers on channels they already are on.

Proactive Communication And Active Listening is Key

The CX landscape has changed in recent years with a clear shift towards putting customers first. Customers have raised the bar for their experiences with a brand, and companies that cannot keep up with the changing times are bound to be left behind.

Here are a few of the top CX trends  –

1. Customers like companies that meet them where they are

With customers using multiple channels to connect with brands, being available on your customers’ preferred channels can be a significant driver for growth.

2. Customers prefer proactive communication, not reactive support

Proactive communication helps customers avoid potential pitfalls and derive maximum value out of your offerings. Companies can send video tutorials and links to FAQs so that customers can explore products, make a purchase, and use them without any hassle.

3. Customers don’t enjoy repeating themselves

Imagine having to explain an issue over a messaging channel and then being asked to share the same information all over again with another agent. Customers want seamless communication where all parties stay aligned and have accurate and updated customer information.

4. Customers are put off by irrelevant communication

A customer who recently bought a washing machine most likely will not need another one in a month. Conversational platforms help leverage customer data, such as past purchases and browsing patterns, to send customized offers and recommendations for maximum engagement.

5. Customers want natural conversations 

More and more companies are using chatbots to automate customer interactions. 73 % of respondents said that more interactions with AI will improve customer service quality. While customers do not mind talking to AI-powered applications, they definitely crave a human touch in the conversations.  

CPaaS for  Meaningful Customer Connections

More than 80% of customers have purchased across at least three channels in the last six months, according to a recent study. It goes without saying then that companies that offer multiple ways for customers to connect with them are likely to see more conversions. Building communication capabilities from scratch can be time-consuming and expensive. Thanks to CPaaS (Communication Platform as a Service) platforms, companies can use low-code or no-code tools and APIs to embed more communication channels in no time.  

Agile deployment, flexibility, and scalability are some of the top benefits of CPaaS solutions. Instead of investing in complex communications infrastructure and spending time getting existing solutions to work together, CPaaS lets companies quickly integrate communication channels and cater to customer preferences. No wonder the CPaaS market is seeing hyper growth. According to Gartner, 95% of enterprises will use API-enabled CPaaS solutions by 2025. 

While traditional channels such as SMS account for a large share of CPaaS spending in enterprises, channels such as WhatsApp, Video, and Voice are gaining considerable momentum. By choosing a secure and reliable CPaaS provider, businesses can effectively bridge the gap between customer expectations and ensure always-on interactions across channels to deliver memorable experiences.

Supercharge Your Business Communication with Kaleyra

Kaleyra’s powerful CPaaS platform empowers businesses to leverage multiple channels to drive engagement and conversions. With our easy-to-implement applications and tools, you can expand your reach and connect with customers on their preferred channels. Want to level up your CX game with conversational customer engagement through Kaleyra’s intuitive solutions?