The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
10 pieces
Omnichannel is an identity problem, not a channel count
The difference between multichannel and omnichannel is not how many channels you support. It is whether the customer has to repeat themselves.
Conversational marketing, minus the hype
A useful definition has to exclude something. This one excludes most of what gets sold under the name.
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.
Telling people they are talking to a machine
From 2 August 2026 this is a legal requirement in the EU, with specific rules about how it must be presented. It is also, independently, the thing that makes automated support tolerable.
Designing a journey that actually branches
Most 'journeys' are sequences with a delay between steps. Four decisions turn one into something that responds.
The support queue as a system, not an inbox
Routing rules, service-level targets and the distinction between first response and resolution — the machinery that separates a support function from a shared mailbox.
Arabic-first is not translation
Direction, numerals, name order, segment length and register. A localised product differs from a translated one in ways that show up in the first minute.
When video belongs in a support conversation, and when it is theatre
Video resolves a narrow class of problems dramatically faster and every other class slightly slower. Knowing which is which is the entire design.
Article 50 for messaging teams: what the AI Act's transparency rules require
A reading of the transparency obligations that took effect on 2 August 2026, focused specifically on automated conversations rather than AI in general.