Connect next-gen communication channels to your existing business applications

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next-gen communication

You live in the age of unlimited possibilities when it comes to customer contact. With the digitalization of the world you are able to build up a very detailed profile of your customer and get to ‘know’ your consumer very well. It’s like how the local grocery shop owner used to know his customer in person, but now on massive scale. And that’s a very good thing I think. It closes the gap between traditional quality oriented shops and online price fighters. You can add more value to the consumers by understanding their needs, and consumers are willing to pay more for better fitting services and products.

Enterprise business applications play a crucial role in this transition. Applications get smarter, more powerful, are globally available and can be connected to other online solutions (more about that last topic later). 

In the old-fashioned local brick-and-mortar store your grandfather managed supplier relations, product range, stock and display, pricing, finance, marketing, customer relations and more. Your kids would say this is pretty amazing don’t you think? 

Now, depending on the size of your current online company, you need one or more business applications called SRM, ERM, ERP, CRM, HRM, Marketing automation, Accounting software, Webshop software, and maybe more to do the same! Wow, that’s a mouth full and probably even more challenging than the shop of your grampy. Now you need to know your product and understand business software. But if you play the game right, your audience is way bigger than your grandpa’s  clientele. 

Modern business applications with the right setup enable you to collect and store data from each interaction of your (potential) customer. Next to that, more and more software enables you to interact with your customer! And this is where we of CM.com get excited. 

Native communication 

What would a CRM be without the ability to contact your customer? So off course communication channels are very important for business applications, in some cases part of the core functionality. But building software is not the same as building communication channels. As a result of this, the native communication channels in your CRM or other software are often high priced, low featured and don’t have global coverage with a stable quality. 

The good thing is that this is not really a problem. Software designers know that you need specialists for different tasks so they design their software with API connectivity. This means that you can connect specialists to e.g. your CRM tooling to benefit from the best of both worlds. It’s like your grandfather who hired a chemist for custom recipes and a postman for delivering parcels to clients. 

Integrated communication 

Connecting third party communication channels to your business software can be done in different ways. The most common way is to connect with an API (application programming interface) which can be done by software developers. For certain business software, prebuilt extensions are available for which you don’t need any development resources. There are also in-between connectivity platforms available that help connecting different software and communication solutions. Or connectivity via specific protocols like SIP for calling or SMPP for Text. 

Depending on the availability of your resources and the need of features, you can connect either custom and technical or mainstream and ready to use. I’m afraid this is an area where the grandfather comparison cannot be made, some things evolve more than others. But let’s say that CRM connected Conversational Messaging is equal to a foreign customer letter on nitro. 

Benefits of Communication providers 

The right message is key in customer contact. And it better be delivered with good quality. Working with a communication professional like CM.com has many advantages. 

The main benefits of connecting a third party communications provider like CM.com are: 

  • Dedicated knowledge of communication channels 
  • Compliant to local rules and legislation 
  • Active multi-channel communication (including automatic fallback) 
  • High delivery capacity for marketing campaigns 
  • Global coverage with highest quality 
  • Advanced communication features 
  • Two-way communication integration 
  • Communication analytics 

You cannot expect from your business software supplier that the above topics are dealt with for all communication channels including Messenger, iMessage, WhatsApp, Line, WeChat, SMS, RCS, Voice calls and many more. Their priority is to provide the best user experience in their software. Luckily modern business software is designed to connect to specialists. 

To get going with CM.com, just drop us a line and tell us your communication purpose, your current business software and the preferred communication channel. Our experts will guide you towards the best solution for your business and for your customer.  

Oh, and we love to hear your grandpa’s grocery stories!

Get in touch


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About the author

Jan-Willem van Vugt