Milton Keynes - 15th March 2017 -  An opportunity for companies to build custom applications and improve processes at low cost: Comms Business reports on embedded and contextual comms, featuring our CEO Rob Pickering.

Comms Business magazine has written a report on contextual and embedded communications in this month's issue. Our CEO Rob Pickering contributes:

"Unified communications is an empty promise. Instead of using fewer tools to communicate, we’re using more. And while these new tools offer richer experiences, they’re all siloed and lack universal interoperability.


Contextual communication changes the narrative by providing better tools for use as part of a workflow. It removes our reliance on inefficient and fragmented ‘free’ communication tools, instead embedding task-based, frictionless data-enriched communication within a website or application.
There are some applications for which integrated comms are a natural progression, for example adding video and screen-share in a customer or IT support environment. Others enable entirely new services to be created. We have, for example, worked with forward-thinking organisations who are starting to explore how they can revolutionise mental health provision to young people with remote counselling.


We’re also building tools for more general consumption, for example, our ‘Call Me’ module embeds WebRTC-enabled voice, video and instant messaging into web pages, giving context about the customer journey to provide efficiency benefits and gains for user experience. This allows service agents and salespeople to be more effective by knowing which web pages a customer visited, whether they have visited before and how often, and what services they already use. This can then be analysed against previous data to make assumptions about how the enquiry is best handled.
The most successful companies are starting to weave analytics and contextual information into their processes. One of our customers is already working in this way, operating in the care sector, they analyse patterns of communication to identify when the cognitive state of an individual is changing. This allows them to give a predictive assessment about the needs of every resident calling before that call is even answered.


In the commercial world, the end result of contextual communication is that key business functions like sales and support can make customer engagement quicker, more intelligent, human and ultimately more memorable – adding real value beyond cost savings and efficiency. Furthermore, for many processes we won’t even think about communication as a distinct, friction-bearing operation. Rather, it’ll simply be something that happens as we move in and out of the collaboration or communication phase of a task.


2017 will be the year that we start to see services and apps mesh in all the information needed to effectively exchange real-time and non-real time communication flows which are appropriate to the phase of each task.”


It's clear that integrating and embedding comms into applications delivers real benefits for end users, and that demand for these services and technologies is on the rise. Our CEO Rob Pickering will be talking more about this at the Channel Leaders conference organised by Cavell Group and Comms Business Magazine on 25th April in London. Resellers and service operators are invited to join us as we explore the opportunity for the channel in helping make contextual comms more accessible to end users.