Expert panel with Frost & Sullivan, IntelePeer,, and GMS

We recently spoke with industry experts about using CPaaS with UCaaS and CCaaS to enhance CX and EX for companies. Our panel covered three key topics for enterprise CX and technology leaders:

  • Trends in enterprise CPaaS adoption and communications
  • Specific examples of improving CX and EX with CPaaS
  • Implementing new CX and EX solutions with CPaaS (hint: It’s not as complex as it sounds)

Keep reading to learn more from four industry experts and CPaaSAA members:

  • Michael Brandenburg, Senior Industry Analyst at Frost & Sullivan
  • David White, Director of North America at
  • Marco Escobar, Director of Strategic Partnerships at IntelePeer
  • Vova Gerneshii, Enterprise Product Director, ext., at GMS

Enterprise CPaaS adoption and communications trends

Brandenburg led off the discussion by revealing the trends in the CPaaS market based on a recent Frost & Sullivan study. Here are some of the interesting points from this study:

  • The biggest use cases for CPaaS prior to this year were SMS, chat, social, and email messaging. Looking forward, more companies are deploying Voice and AI solutions using CPaaS.
  • CPaaS was initially a temporary solution for communications projects, but it has become crucial for digital transformation strategies.
  • Each industry is using different CPaaS capabilities. Education leverages video extensively. The public sector is more invested in messaging and APIs. And retail & manufacturing are rapidly deploying more channels to support customer interactions.
CPaaS Adoption Trends from Frost & Sullivan Report

Using CPaaS to improve CX and EX

The panel continued by discussing how enterprises are leveraging CPaaS to adjust to the changing consumer landscape. Buying power is shifting from older generations to younger ones, and every generation interacts with brands differently.

We touched on three key consumer communications needs:

  • Brands need to communicate with their customers across many channels including voice, messaging, social media, video, and email
  • Brands need to be able to adapt and shift quickly to changes in customer behavior and customer engagement preferences
  • Customers expect to have their interactions and communications personalized

The best brands are able to react to changes in customer preferences by embracing CPaaS for customer experience. The key to success lies in strategic planning, timing, and, most importantly, personalization and segmentation.

We discussed two great examples of using AI for customer experiences:

  • IntelePeer’s Communications Automation Platform is supporting a national fitness chain with a ChatGPT-powered solution. Prospective members can ask questions about gym facilities, programs and memberships over the phone – all taken care of automatically by ChatGPT. They can then schedule an appointment to meet with a live advisor in the gym without ever talking with a representative.
  • customers are leveraging their AI and CDP (Customer Data Platform) to create personalized experiences. For instance, one brand remembers a customer’s preferred payment method, and automatically asks if they should use that method during purchases. Other brands are using AI in CM’s platform to better segment their customers for marketing communications.

Implementing CPaaS Solutions: It’s Easier Than You Think

When it comes to implementing CPaaS solutions, it may seem like a daunting task. However, the panel experts emphasize a “crawl walk run” approach, starting with simple projects and gradually moving to more advanced ones. Following a crawl-walk-run approach and seamlessly adding CPaaS onto UCaaS and CCaaS ensures a smooth transition for enterprises.

CPaaS can be easily added to most UCaaS and CCaaS solutions. Phone calls and messages are sent to CPaaS before being sent to a live agent. CPaaS can handle many interactions automatically with AI, Automation, and integrations to enterprise CRMs. When it can’t address a customer’s need, CPaaS automatically sends the customer to an agent for live assistance.

Enterprises should also note that CPaaS includes a mix of no-code & low-code tools along with APIs. No-code tools enable enterprises to quickly deploy and modify solutions. As businesses make these solutions more complex, they can enhance them further using low-code tools and APIs.

Looking Ahead: The Future of CPaaS

We wrapped this panel up by talking about the exciting changes we look forward to in the coming year. Everyone agreed that the industry is at an inflection point. Companies are beginning to understand the potential of CPaaS, even if they aren’t yet sure how to execute it. With an exciting future ahead, it’s time for businesses to embrace CPaaS and unlock the potential it offers.

Watch the full panel to learn more about upping your UC and Contact Center game with CPaaS.

CPaaS Acceleration Alliance | Website | + posts


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