One of the defining characteristics of relationships in the digital age, particularly between brands and consumers, is access. Technology has made it easier than ever to find information, purchase goods, or receive support, and norms have shifted along with capacity. Today’s consumers expect omnichannel communication with their favorite brands: seamless, integrated, and consistently high-quality experiences, irrespective of the medium.
In the same way technology drives demand, it also empowers brands to deliver on the promise of a unified experience. Building on the flexibility and reach of the Cloud, Unified Communications as a Service (UCaaS) and Contact Center as a Service (CCaaS) platforms help brands meet consumers where they are, deepening connections and fostering loyalty. As consumer demand trends further toward personalization and convenience, a technology-driven, omnichannel strategy is essential to maintain lasting customer relationships.
Read more: Five contact center operations trends shaping CCaaS in 2025
Omnichannel communications strategies are designed around modern consumer needs
Customer experience (CX) remains a crucial differentiator in the contemporary marketplace. Businesses that can deliver outstanding CX gain an edge over competitors, but doing so is resource intensive. Omnichannel cloud communications leverages next-generation technology to empower and streamline exceptional CX.
Personalization is key
Building loyalty with today’s consumers hinges on recognizing their individuality and addressing their unique needs. These consumers prioritize the following:
- High speed and high availability of service.
- Contextual awareness, especially of previous interactions and touchpoints.
- Self-service options.
- Engagement on their own terms and preferred channels.
- Seamless experiences.
- Individualized offers and recommendations.
When customers reach out, the responsibility falls on brands to be ready with context-sensitive, fully informed, consistent responses, no matter the channel.
Accomplishing this not only requires integration across voice, chat, e-mail, social media, and other communication modes, but it also demands the collection and management of large quantities of customer data.
Crafting a cohesive strategy
Successful omnichannel communication is the result of coordination across a wide range of data streams, technologies, and strategic priorities. To build a solid foundation, organizations must consider:
- Optimized marketing: Unified communications systems create new opportunities to connect with customers. Organizations should balance breadth and consistency with opportunities for targeted investment in the channels their customers use most.
- Data management: A next-generation communications strategy relies on large quantities of data, some of which is sensitive: customer information, business KPIs, agent statistics, and more. Ensure you have the infrastructure to collect, store, organize, and secure these assets.
- Data analytics: The data you collect can provide crucial insights into both customer behavior and business processes. The right infrastructure—cloud platform integrations, network bandwidth, and computational capacity—is also essential for ensuring you can utilize it.
- Buy-in and adoption: Internal transparency and robust training pave the way for service agents (and your organization as a whole) to embrace the value of new technology.
- AI and automation: Cloud communications platforms offer transformative tools for streamlining business processes and surfacing the right information at the right time. Evaluating existing processes ahead of time and developing a strategic roadmap for implementation ensures a quick time to value and a more successful rollout.
Read more: AI and automation solutions in contact centers: The evolution of CCaaS
Cloud communications platforms deliver a complete solution
UCaaS and CCaaS platforms are designed to enable exceptional CX while accounting for your organization’s needs and empowering your service agents. Backed by expert support from a provider like CBTS, these services can transform how businesses approach customer relationships.
CBTS offers vendor-agnostic design, implementation, and ongoing support for cloud communications platforms, working with you to develop a solution tailored to your organization’s goals. Options available with CBTS include both UCaaS and CCaaS platforms:
UCaaS
Microsoft Teams
A mainstay in the realm of internal collaboration tools, Microsoft Teams provides voice calling, video calling, and chat functionality to connect employees within an organization. Via either Direct Routing or Operator Connect, Teams can connect to the Public Switched Telephone Network (PSTN) to accept external voice calls and integrate with third-party contact center solutions to provide a familiar, consistent interface for service agents.
Webex Calling
Cisco’s feature-rich solution includes voice and video calling, chat, conferencing functions, web meetings, and flexible mobility options. Desktop and mobile apps create a consistent omnichannel communications experience for employees regardless of where they choose to work, and the UCaaS platform can integrate seamlessly with Webex’s robust contact center offering, extending the benefits to service agents as well.
CCaaS
Webex Contact Center
The powerful CCaaS arm of Webex’s enterprise-grade solution expands channel coverage across SMS, e-mail, and social media, in addition to voice, video, chat, and conferencing. Contact centers streamline the handling of high-volume interactions for agents, incorporating AI-driven summaries and insights to help them quickly get up to speed on a customer’s history. The solution scales readily and includes powerful analytics for monitoring key service center performance metrics.
Five9 Contact Center
Five9 consolidates voice, chat, SMS, e-mail, and social media channels into a comprehensive view of customer relationships. Robust automation and AI-powered tools generate efficiencies, allowing Five9 to intelligently route and escalate customer interactions according to your guidance. Frequently asked questions can be handled by easy-to-customize virtual agents, keeping human service representatives focused on the work that most demands their attention.
CBTS CXsync
A broad, flexible set of AI capabilities enables fine-grained insights from customer interactions. Transcription and summaries streamline agents’ work, but CX Sync adds further dimensions of analysis with topic detection and sentiment analysis. AI-Suite identifies trends that could indicate a recurring customer concern, a shift in customer preferences, or even opportunities for agent training. Moreover, sentiment analysis allows agents to approach interactions with more nuance and context sensitivity, offering the personal touch that consumers value.
Read more: How to prepare for AI-based communications in ten critical steps
Achieve omnichannel excellence with expert integration from CBTS.
Digital Workplace platforms transform how organizations approach CX, providing true omnichannel communication opportunities and unprecedented customer insights. To reach their full potential, however, these powerful tools require skilled integration with your technology ecosystem and detailed configuration in alignment with your business goals.
CBTS has been providing customized communications solutions to leading enterprises for decades. Through a collaborative design and implementation process, CBTS ensures your communications platform fits your use case, budget, and scope. To explore the benefits of omnichannel-capable platforms for your business, contact CBTS today.
