Across sales, service, marketing, and operations, APIs can be used to create customer experiences that are truly unique to a brand. However, much of the contact center technology in use today can’t keep pace with the standards of omnichannel customer engagement –– personalized, 24/7, and connected. By using specific APIs, business can build orchestration between systems to deliver a differentiated customer experience. In comparison to off-the-shelf software-as-a-service (SaaS) solutions, there are two main advantages of using APIs for creating superior customer experience:
Scale with flexibility
Organizations can pick which APIs best fit their use case to create a modern, scalable, cloud-based, omnichannel customer experience. Instead of taking an ‘off-the-shelf’ customer relationship management (CRM) solution full of features your business will never use, you can use an agile approach to build exactly the solution you need, when you need it. As the points of integration, flows of usability, and channels of interaction change over time, you can adjust — in real-time — and create the customer experience your customers want.
Control your roadmap
Many legacy and out-of-the-box SaaS solutions come with a pre-defined roadmap. They offer specific features and a one-size-fits-all approach that may not offer the flexibility you need to create the exact customer experience you want. An API-based approach lets you control your own roadmap, so you can make the incremental upgrades you want on your own timeline, without downtime or upfront investment. As your business objectives change, you can adjust your technology to meet your new goals.