Why more businesses use CPaaS to power conversational commerce



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Communications Platform as a Service (CPaaS) brings together various communications — calls, social messages, SMS, emails, etc. — for better customer engagement. It all happens in the cloud: The latest tech optimizes the way businesses communicate with consumers on various apps.

Now, CPaaS is driving conversational commerce — real-time, AI-enabled customer interactions. Combining CPaaS with conversational commerce help businesses resolve customer service issues, improve customer experiences, and up-sell products for more revenue.

Here's how it all works:

What is CPaaS?

CPaaS integrates with platforms and apps in the cloud and enhances communications for businesses in various verticals. There are no development times, so businesses can improve their communications strategies straight away.

Businesses that utilize CPaaS communicate with customers on various apps and platforms in real-time. This solves customer problems in a quicker time frame.

Why this is so important?

  • Ninety-six percent of customers expect companies to resolve service queries within 24 hours, according to the latest research.
  • The problem is, this doesn't always happen. In fact, 64 percent of consumers show frustration at the amount of time it takes a company to solve their problem.
  • Slow response times impact a business. Fifty-six percent of people would stop buying products from a business if they experienced slow service.
  • Long gone are the days when customers waited a few days for a customer service response. Today, consumers expect speedy communication within hours.

Not all CPaaS systems are the same, mind. Companies need programs that provide them with the latest metrics into their customer service management strategies so they can make smarter decisions and move consumers through their sales, marketing, and customer service pipelines.

What is Conversational Commerce?

If CPaaS is the technology that empowers speedy communication for business, conversational commerce is the actual interaction between businesses and consumers via messaging apps like Facebook Messenger, WhatsApp, and WeChat on eCommerce and social media platforms.

Conversational commerce provides businesses with multiple benefits. Companies can:

  • Automate conversations via AI chatbots and other technology for speedier communication.
  • Upsell and cross-sell products based on customers' purchasing histories, interests, geo-location, and other factors.
  • Resolve customer service problems and complaints quickly. This improves a company's reputation.

Research shows that conversational commerce increases engagement more than other communication methods. Consumers are 1.5 times more likely to open in-app messages than emails — and 6.7 times more likely to respond.

Combining CPaaS and Conversational Commerce

CPaaS provides businesses with a technical framework to optimize conversational commerce. They can integrate messaging apps in the cloud and then back up chats safely for later reference.

Most importantly, however, companies can manage their customer experience processes in one centralized system, which eliminates the need for multiple pieces of software. Whether customers want to engage via Twitter, Instagram, What's App, Facebook, or elsewhere, businesses can streamline customer service management with this technology.

Experts predict that the CPaaS market will grow from $867 million in 2016 to $8.2 billion by the year 2021— that's nearly a ten-fold increase. Combining CPaaS with conversational commerce is the future.

Chatbots for Better Customer Service

When combining CPaaS and conversational commerce, companies can make better use of chatbots to automate conversations with customers. This allows companies to engage with prospects and existing consumers 24 hours a day, seven days a week with limited human intervention.

"Conversational commerce is on the horizon and it is time for businesses to prepare right now," says IMImobile. "The potential and payoff of exploring chatbots is simply too big to ignore. Through advances in AI, chatbots soon will be an integrated part of the customer experience."

Not all CPaaS systems are capable of providing companies with the customer management capabilities they need, however. Organizations require a system that provides seamless integration, global reach, and real-time reporting and analytics.


Research shows that conversational commerce is the future of customer service. Companies can engage with consumers across various digital platforms to resolve complaints, upsell products, and improve customer experiences.

Using CPaaS, however, will result in even more lucrative results. Combining CPaaS and conversational commerce expedites customer service management for deeper engagement, valuable insights and, ultimately, happier customers. This omni-channel approach to customer service will benefit companies (and consumers) in almost every industry.


Cequens proudly serves local and global businesses and help them elevate their communication goals. We provide simplified business communication solutions that are focused on your specific company objectives.

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