The CPaaS Company
Insights
Independent, source-cited writing on cloud communications — original research alongside the best work published elsewhere.
6 pieces
Channels are not interchangeable, and treating them as if they are is the most common early mistake
SMS, WhatsApp, RCS and email differ in who may start a conversation, what may be said, and what happens when the recipient ignores it. Those differences are not cosmetic.
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.
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.
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.
A consent architecture that survives an audit and a vendor migration
A schema, a set of invariants, and the three queries every send path and every regulator eventually asks.