The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
5 pieces
Delivery rate is not a result
It is the metric most often reported and the least often useful. What to measure instead, and why the funnel is steeper than anyone's dashboard suggests.
Measuring a conversational programme without fooling yourself
A method: choose one outcome, build a permanent holdout, instrument the funnel, and be honest about what the numbers cannot settle.
Containment is not resolution, and optimising the first destroys the second
A support agent can post excellent containment numbers while making customers angrier. The metric that separates the two is uncomfortable and worth adopting.
Latency you can actually feel
The network is rarely the slow part. Template approval, queueing and carrier acceptance dominate wall-clock time, and only one of them is under your control.
What the analysts disagree about, and why it is the useful part
Three firms, three market sizes, one category. Reading the disagreement tells you more about your own decision than any single number does.