Market Perspectives

The customer expectation for simple communication accessible via any device is not a new concept that emerged from the pandemic but a precept that, in addition to a positive customer experience, ensures business continuity and resilience across the workforce. Customer experiences are impacted by the quality of communication between workers, and organizations should reevaluate current systems to provide adequate customer service.

Vonage, which was acquired by Ericsson, is a cloud communications software provider. Vonage Business Communications is Vonage’s unified communications as a service platform that includes phone calls, video collaboration and messaging. VBC is accessible through a mobile application, web browser or desktop application, and is supported in 15 countries. Phone calls and text messages are made and received within the United States using a VBC phone number. Add-on applications include local paperless fax, which allows users to send and receive digital faxes from any device. The virtual receptionist routes calls using preconfigured settings, such as calls made outside of business hours or during natural disasters affecting business operations. Video conferencing has features that promote engagement, such as the gallery view, which automatically adjusts to the number of participants in a meeting. Up to 20 participants can collaborate using the whiteboard feature, inserting drawings, text and shapes and saving files for future reference. Other collaboration tools include Watch Together to share YouTube videos during the meeting, and Roundtable, which allows each attendee to speak for 2 minutes during a discussion. Vonage’s admin portal gives administrators access to call records and audit logs to monitor worker activity. Integrations are available for business applications such as Salesforce, Microsoft Teams and Slack, and application programming interfaces support embedding the technology in other platforms and applications to reach customers from any device at any time. These features help organizations improve internal communications as well as customer interactions, enabling quick and responsive service.

Organizations need to ensure that workers are equipped with a communications platform that provides the tools to collaborate effectively and reach customers quickly. Implementing cloud technology can support both needs, ultimately leading to long-lasting relationships with customers. However, Ventana Research asserts that by 2026, only one-third of organizations will standardize digital communications technologies to provide the highest level of resilience for an effective workforce.

Vonage’s cloud platform is suitable for multiple industries, including healthcare with Vonage’s Health Insurance Portability and Accountability Act certification. It can be integrated with applications the organization currently uses. Vonage also offers Vonage Contact Center, a cloud platform that provides customer experience and omnichannel tools to facilitate agent productivity. Importantly, Vonage’s range of digital communication products supports the hybrid workforce that emerged after the pandemic.

Regardless of size, organizations should consider a cloud communications platform to meet the standards for today’s digital workforce. Vonage has depth in its digital communications and contact center offerings that are complimented by APIs to differentiate from vendors that focus solely on digital communications. The breadth of Vonage’s offerings enables it to operate globally and support multiple industries. Organizations that prioritize a comprehensive approach to digital communications – beyond a tool for chat or conferencing – should assess Vonage Business Communications and supporting products. The market for digital communications is best served by technology providers like Vonage that have a vested stake in a broader portfolio that operates from mobile devices and seamlessly connects customers and agents in the contact center.