Shifting consumer and employee values over the past year has created an impetus for ASEAN organizations to change how they do business.
The “The Life and Work Beyond 2020” study, commissioned by Avaya, showed that personal wellbeing, injecting humanity into the customer experience, and a preference for hybrid working become the three major trends that drive life and work beyond 2020. Seventy-one percent of consumers claimed customer service problems negatively impacted their wellbeing. Almost half of the employees surveyed (46%) preferred to work remotely if given the option.
On the consumer front, the Asian Development Bank estimates 70% of the ASEAN population will be middle class. It sees this boom doubling consumption in the region. But with a more mobile-driven population, how consumption will occur will change.
The “Future of Consumption in Fast-Growth Consumer Markets” report by Bain & Company, done in collaboration with the World Economic Forum, highlighted the blurring of premium and value shopping lines. In turn, it will change how consumers engage brands. Nearly 65% of consumers said they would switch if their brands fail to deliver on expectations. It makes consumer experience a top brand imperative, not just a competitive differentiator.
Organizations are creating' Total Experience' strategies to meet the evolving needs of employee experience and customer experience. Gartner states that it is one of the top strategic technology trends for 2021. The idea is to do away with traditional concepts around channels and instead reimagine customer and employee journeys to create effortless experiences across touchpoints.
However, many businesses remain trapped in the technical debt of inflexible, monolithic systems. They need technologies that enable them to ‘compose’ experiences across these journeys.
This is where Communications Platform as a Service (CPaaS) comes in.
CPaaS enables organizations to innovate and address a wide range of use cases rapidly. It provides a layer that accelerates the pace of innovation on top of monolithic on-premises or cloud communications infrastructure. Using the latest API-driven cloud-based capabilities, organizations can use CPaaS to compose new experiences quickly.
So, it is little wonder that experts predict that 90% of global enterprises will leverage API-enabled CPaaS offerings as a strategic IT skill set to enhance their digital competitiveness by 2023 — up from 20% in 2020.
CPaaS is at the core of the composable enterprise vision. Suppose Unified Communications as a Service (UCaaS) delivers best-of-breed building blocks in the area of employee experience and work automation, and Contact Center as a Service (CCaaS) enables the creation of unforgettable multiexperiences. In that case, CPaaS is the force multiplier that can truly enable a Total Experience strategy across the enterprise.
Discovering the benefits
Companies can combine CPaaS with CCaaS technology to orchestrate an entire customer journey — adding “wow” experiences that are composed “in the moment.” Alternatively, you can future-proof applications such as workstream collaboration by building on top of CPaaS. Avaya customers also like that CPaaS is easy to scale and cost-effective, as they only pay for the services they use.
Since many businesses don’t have application development resources, it is essential for CPaaS vendors have apps that can be quickly customized and deployed. Instead of spending time and resources for building applications from a set of APIs, CPaaS enables businesses to spend a fraction of the time by personalizing pre-built applications.
Speeding up innovation
In a rapidly changing world of increasing customer expectations, companies must adapt quickly.
CPaaS enables businesses to extend their business value for each customer. It gives companies the flexibility and power to deliver timely, personalized experiences for their customers so that they remain satisfied and loyal.
Avaya contributed this article.
The views and opinions expressed in this article are those of the author and do not necessarily reflect those of CDOTrends. Image credit: iStockphoto/metamorworks