This hot topic was a key agenda item at an Enterprise Connect panel (Embedding Communications in Vertical Applications and Industries) featuring Vonage VP of Product Marketing Brian Gilman and other executives from a mix of fellow programmable communications and unified communications providers. Moderated by Marty Parker, Principal Consultant, UniComm Consulting, panelists discussed the ways in which programmable communications are increasingly being built into many applications - both home grown and off-the-shelf - to add industry-specific features and functionality addressing unique and individual business needs.
APIs are the building blocks for customers looking to create embedded communications experiences within software applications. Embedded communications help organizations to speed processes, cut costs, satisfy customers and employees, as well as simplify and economize communications and network infrastructure.
"Communications APIs allows you to embed communications capabilities into applications and workflows and then look at the implication - whether it is doctor to patient, teacher to student, wealth manager to client, or some other business to customer relationship - to dictate the channel in which the customer prefers to connect," said Gilman. "Providing a frictionless customer experience by meeting the customer wherever they are - voice, SMS, video, chat - and making the interactions relevant to their business and how they operate - with APIs, these next-generation communications are easily built, and up and running very quickly."
Regardless of industry, APIs enable better customer experience, greater engagement, more loyalty, and more business/profitability. These embedded capabilities have the ability to redefine how any business communicates, from legal and financial services, to healthcare, insurance or retail, creating innovative solutions and a seamless, memorable and more meaningful end-to-end communications experience.