Companies and organizations of all kinds, serving varied vertical markets, have realized they need to communicate with consumers, employees, contractors, and partners using multiple communications channels (e.g., SMS, voice, email, social media) effectively – or risk serious inefficiencies and customer churn. In healthcare and emergency services, for example, failure to engage at the right time in the right way can even mean the difference between life and death. Simply put, users want to be able to switch between multiple channels seamlessly as their needs and context change. Companies want to able to send communications at the right time, to the right channel, based on consumer preferences.
Providing a true multichannel (using multiple channels) or omnichannel (delivering a consistent, personalized experience across multiple channels and devices) communications experience, however, is easier said than done. Companies that have tried to integrate many different communications vendors and solutions to provide multiple channels to their users and customers have found it prohibitively expensive, time-consuming, complex, and inefficient.