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The Growing Role of CPaaS in Travel & Hospitality




(Photo : May Antonette Ranu)

In the digital age, convenience is king, and businesses that can’t meet customer expectations are falling behind. 

Over the last several years, CPaaS has completely changed the customer experience game, making communication more convenient for customers and businesses alike. By making it easier to add communication channels to existing business applications, CPaaS has come to play an important role in the travel and hospitality industries.

The Need for a Better Customer Experience 

Every business should strive to provide a great customer experience (CX), but it’s something that businesses in the travel and hospitality industries must be especially mindful of. It only takes one bad hotel stay or one bad flight to sour a customer’s perception of your brand-and with 58% of American consumers saying that they’ll switch companies due to poor customer service, those bad experiences are bad news for your bottom line. 

Despite this, the travel and hospitality industries have been slow to adopt new digital CX strategies, requiring customers to wait on hold (sometimes for hours!) with no callback options. 

In 2020, massive declines in travel spending due to COVID-19 forced many businesses in the hospitality industry to rethink the way they engage with customers. Enter CPaaS (Communications Platform as a Service)-a cloud communication service that allows enterprises to offer multichannel support in a digital-first world. 

A Growing Market 

The need for a better customer experience isn’t the only thing driving the growth of CPaaS-businesses are also catching on to the fact that it’s as convenient for them as it is for their customers. 

Adopting a new communications platform may sound like quite the undertaking, but CPaaS makes it easy. Because it’s cloud-based, businesses don’t have to manage any hardware on their end. You don’t need a large IT infrastructure to implement it, either. Business CPaaS solutions like Syniverse’s CPaaS Concierge offer Ready-to-Use platforms optimized for the travel industry that are almost plug-and-play. And for developers who want more freedom, there are Co-Created solutions that can be customized to meet more specific business needs.

Use Cases

A powerful multichannel tool, the possibilities of CPaaS are only limited by your creativity. Let’s look at some possible use cases specific to the travel and hospitality industries. 

Scenario #1: A customer’s flight has been delayed or canceled. 

Flight delays and cancelations are inevitable, but the way an airline handles them makes all the difference. 

An airline using a CPaaS solution would be able to send instant notifications about flights and even engage in two-way communication with passengers, answering questions and offering support over SMS. They’d also be able to add rich content to their text communications, like vouchers for free drinks, discounts on future flights, and information about alternate flights to mitigate the situation. 

Scenario #2: A popular hotel is fully booked.

If a customer is planning a vacation and doesn’t know when their preferred hotel will have a room available, they might continue their search elsewhere. With CPaaS, you can send customers text notifications when rooms open up, with a link to book directly in the message. 

But what if your customers have a preferred communication channel that isn’t messaging? While messaging makes up the majority of CPaaS traffic, it’s possible to escalate to a voice or video interaction if the situation calls for it. Notifications can also be sent to other channels, such as WhatsApp or Facebook Messenger, so you can meet your customers where they’re at. 

Traveling Smart with CPaaS  

In the digital age, convenience is king, and businesses that can’t meet customer expectations are falling behind. The next time you stay at a hotel or board a flight, you’ll likely pay extra attention to that experience. Did you receive timely alerts that made your trip go smoothly, or was the onus on you to look up flight updates and check-out times? If you needed to contact customer service, was it totally painless or absolutely miserable?

As more and more businesses in the travel and hospitality industries adopt this technology, you’ll be seeing API-enabled alerts and notifications more frequently-and maybe one day, telephone hold music will be nothing more than a distant memory.

About the Author

Nik Diamondidis is a Product Marketing Specialist for Enterprises at Syniverse’s headquarters office in Tampa, FL. In his role, Nik leads the creation of marketing materials and messaging surrounding Syniverse’s product portfolio. Nik first started at Syniverse in 2018 and is a graduate of Boston College.

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