In a recent installment of JSA TV, representatives from Comstar and 8×8 discussed the ins and outs of CPaaS (Communications Platform as a Service) and the value it can bring to clients just like you.
When we recently announced our expanded partnership with renowned cloud services company 8×8, it included adding CPaaS to our ever-evolving portfolio of IT business solutions. The addition creates exciting new possibilities for our clients, as CPaaS opens the door to a new world of customizable unified communication configurations. Comstar’s Senior Vice President of Sales and Marketing, Warren Reyburn, and 8×8’s Vice President of Enterprise Sales, Nick Parmar, recently sat down (virtually) with JSA TV’s Jaymie Scotto Cutaia to discuss the growing partnership. This interview also explores how joining forces enables businesses in need of tailored communication solutions.
Click here to watch this impactful JSA TV episode now, or keep reading for highlights.
CPaaS’ Flexible and Versatile Capabilities
The interview begins with Reyburn explaining the reason we sought out a CPaaS partner, noting that the appeal was rooted in extending the freedom, customization, and creativity to our customer base. He explains that this customization is ultimately the key differentiator between CPaaS and UCaaS, where CPaaS empowers organizations with more control over their digital journey.
“The API methodology development kits, being able to interconnect with CRM environments, building engines and otherwise — it provides for a more data-driven engagement,” says Reyburn. “It’s equipping a company’s back office to be more informed when engaging their customers, giving them greater latitude to communicate via voice, SMS, email, and others. And do so in a more seamless fashion, particularly as we all come to grips with the continued work from home environment and all of us transitioning between various media and so forth in our communication. It certainly allows for that freedom of flexibility that today’s business demands.”
Parmar agrees, later comparing the flexibility of CPaaS to LEGO pieces that allow a business to design their own communication product or application to meet their needs or processes. He describes an example of a business leader wanting to send mass email notifications followed by a survey through text messaging, also including a link for an instant video call – all of which is possible using CPaaS customization. Citing this interconnectivity as one of the prime advantages CPaaS affords users, Parmar notes in the interview that CPaaS has the unique ability to break down communication barriers globally because customers and users can communicate in their preferred channel. As an example, he discusses a chat app API that allows a business to send a message through a channel of their choice from a central tool.
“It could be Whatsapp, WeChat — which is very popular in China — Line, Kick, Facebook Messenger, Zalo, Viber, or SMS,” Parmar explains. “There’s an orchestration built inside this API. What that means is that you can send through one channel, wait for some time, and if you don’t get a response, try something different, and so on. This API is very powerful.”
Ultimately, Parmar and those at 8×8 see the future boundaries between CPaaS, UCaaS, and CCaaS melting away altogether. This is evidenced by 8×8’s recently unveiled XCaaS offering, Experience Communications as a Service. With XCaaS all platforms are integrated as one, regardless of whether the user is an employee or customer — creating the opportunity for increased collaboration, shared integrations, and cross-platform analytics.
Real World CPaaS Applications
During the interview, Parmar and Reyburn both give examples where the flexibility and interconnectivity of CPaaS can make a big difference. Parmar shares an example from the medical field where CPaaS tools are enabling telemedicine like never before. He describes how CPaaS applications create positive patient experiences from the beginning (scheduling appointments and receiving reminders) to the middle (communication between patients and professionals) to the end (feedback surveys and follow-up appointment scheduling).
Reyburn later shares a very different area where CPaaS can play a considerable role: mergers and acquisitions. For many, existing IT environments are a major obstacle when organizations come together, as back-office considerations and various software tools often cannot be added and subtracted with ease. With CPaaS, these issues no longer need to be an influencing factor.
“It ultimately gives you the ability to bring all those things together,” says Reyburn. “It allows for the exchange of information as you link together disparate billing systems or disparate CRM environments or call center representatives who’ve worn different hats under different logos — bringing them all under one umbrella.”
Ultimately, Reyburn sees the arrival of UCaaS as a major opportunity for businesses with legacy or sun-setting IT environments, providing options to graduate into new areas, simplify their tools, and ultimately advance their organization.
“It’s about avoiding technology obsolescence,” explains Reyburn. “We have a large group of customers, thousands for that matter, that are rooted in the premise-based PBX space. So taking this as the first step on their digital transformation journey without the potential pain and disruption of a physical forklift is absolutely huge.”
Click here to watch the full interview to learn more about the exciting ways that Comstar’s CPaaS services can transform your business IT.