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Overcoming Multichannel Complexity with Communication Platform as-a-Service

SAP Digital Interconnect Employee
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The pandemic has altered not only how we buy products and services but how we communicate. A recent survey of 25,000 consumers in 30 global markets found that since the pandemic began, web browsing has increased by 70% and social media use by 61%. Between July 2019 and July 2020, 376 million people became new users of social media. Another study discovered that the pandemic has made consumers less loyal to stores and brands that do not offer flexible engagement models like buy online, pick up in store, or deliver to home options. More consumers intend to continue to shop online even as the crisis subsides, with a portion of them shifting almost entirely to the online channel. 


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.


Read the full article on CIO.