CPaaS: The Complete Guide

CPaaS: The Complete Guide

The age of digital communications offers incredible opportunities to improve customer service. Companies around the world are using cloud technologies to make their communications more flexible and highly engaging, while simultaneously reducing costs and boosting revenue. Those who fail to adopt such solutions typically get left behind on competitive modern markets. CPaaS (aka Communication Platform as a Service) is the key to making customer communications as efficient as possible. Read more to learn why.

What is CPaaS (Communication Platform as a Service)?

CPaaS is a cloud-based platform that allows you to launch real-time communications with website and application users without having to build backend infrastructure and interfaces. Voice and video calls, group chats and conferencing, in-app messaging, push notifications, SMS and more — all the most popular channels you can think of - are at your fingertips with a CPaaS.
The main benefit of using a CPaaS is getting quick access to reliable and effective communications powered by a proven, experienced provider. Gone are the days of time-consuming and costly development. CPaaS vendors provide you with ready-to-use software development kits (SDKs) that typically include application programming interfaces (APIs), libraries, software tools, code samples, and even pre-built applications. It drastically simplifies and speeds up implementation and facilitates time to market.

It goes without saying that by using a CPaaS, you can count on the assistance of a support team that will help your business with troubleshooting and the integration process. There are also plenty of helpful how-to guides for you to be able to refer back to.
With CPaaS, the maintenance efforts and infrastructure costs are also on the vendor. Taking all of that into consideration, you’re really in for great savings. No wonder so many businesses choose the services of a CPaaS. All around, it’s the quickest and easiest way to give your customers the best experience available.

Important Features of a CPaaS

Other than giving you access to reliable communication channels, a CPaaS typically provides a set of advanced features to make your interactions automated, personalized, and highly impactful. However, not all providers offer the same functionality — there are often limitations. This is why you need to consider your company’s communication needs before choosing a CPaaS.

Voximplant has broad experience working with all types of businesses so all of the most common issues and frequently asked questions are well-known to us. After SDK integration, all features that a company can possibly need (now, or later on in the future) can be used at any time.

Below are some of the features that are possible with Voximplant:




  • Message bus: see the whole picture by integrating web pages, apps, backends, and other messages;
  • In-app messaging: integrate messaging into your web or mobile apps;
  • Group chats: custom communication solutions for two or more participants;
  • SMS: send and receive SMS in your apps through a simple API.

And there is more! Quickly chat with a Voximplant expert to see what features will be the most beneficial based on your business’ goals and needs: Contact us

Or click the link to learn more about the best solutions for your industry.

Difference between UCaaS and CPaaS

Another popular abbreviation you might have seen before is UCaaS (Unified Communications as a Service).UCaaS is also a cloud-based platform that enables you to launch advanced communications with your customers and/or within your organization. Both platforms are great for businesses of all sizes.

So what’s the difference between CPaaS and UCaaS?

The short answer is flexibility. While both CPaaS and UCaaS are cloud-based, CPaaS offers more opportunities for customization.

Think of it as a toy construction set. With CPaaS, you get a set of different blocks, and you decide which ones to put together in the order of your preference to create the final result. Whereas UCaaS, on the other hand, is more like a ready-made green tower with 10 windows and two gates. It is a complete, ready-to-use solution provided by the vendor and any customization is an add-on that can be completed for specific needs.

The undeniable advantage of UCaaS is its out-of-the-box functionality. All you need to do is “plug it in,” and it’s ready to use — no coding or development required whatsoever. Sometimes, this factor is important for certain organizations (usually the ones that lack development resources), so if you’re one of those, UCaaS is definitely worth exploring.

However, if a flexible, highly customizable solution is your priority, then CPaaS is an obvious choice. It lets developers integrate the exact set of communication features you need into your applications to give customers the best experience possible.

Case Studies of CPaaS in Business

Now that you know what a CPaaS is, you’re probably wondering how your business can make good use of it. With the growing popularity of CPaaS solutions all over the world, there are multiple success stories and use cases from different industries.

Call Centers

Voximplant has extensive experience building efficient CPaaS for various call centers. Leading global brands, such as Hyundai, KFC, Burger King, S7 Airlines, Sberbank, and many others rely on our CPaaS to achieve high levels of customer service.

We ensure that a company’s call center:

  • Is available ​​24/7;
  • Is integrated into the company’s CRM;
  • Supports call routing, tracks call duration, bans spam calls, masks phone numbers, integrates voice bots, and more;
  • Has regional phone numbers;
  • Is able to manage any number of inbound calls with the help of intelligent routing.

Airlines always receive high call volume and definitely need a stable and efficient call center infrastructure.

Here’s how S7 Airlines achieves just that:

Customers can reach its call center directly from the company’s website or from mobile apps by clicking on a call button. After that, all calls are sent to the IVR system. Once the request topic is determined, the call is redirected to an operator from the appropriate department.

S7 Priority members calling from the app or the website are able to use a dedicated line that bypasses the IVR system. Incoming calls can be recorded on request.

“Within the five-year history of our collaboration, I cannot recall any major technical problem.” — Egor Bayandin, DD for Technological Development

Learn more about how S7 customers get required information and assistance from anywhere in the world here.

Banks are also quick adopters of cloud-based communications.

Sberbank is the largest transnational and universal bank of Russia, Central and Eastern Europe. Its call center receives more than 20,000 calls in a single day. Here’s how Sberbank automates call management with the help of AI:

At first, a virtual operator, Anna, advises a customer about the nearest ATM/bank branch address. After that, a virtual assistant is assigned to an operator: in the course of a dialogue between an operator and the customer, online transcribing (speech recognition) of the customer and research on possible solutions takes place. The robot provides the operator with relevant information pertaining to the client’s issue.

“To test speech analysis technology and its application to our bank, we chose Voximplant. This platform possesses the necessary features to enhance customer service and operator efficiency.” — Yegor Sivkov, Chief Analyst of Corporate Customers 360 Division

The result? 70% of calls on the issues covered by the service are now transferred to a voice assistant. 70 seconds is the average servicing time by Anna, which is four times less than their previous system.

Learn more about AI for Sberbank call centers here.

Marketing Automation

Conducting surveys, delivering transactional and promotional information, reminding customers about important actions and order details — all of this requires automation for the highest efficiency. Below are some examples of how Voximplant automates marketing activities:

Home Credit Group is an international consumer finance provider with operations in 10 countries. After a visit to the bank’s branch, a customer receives a call from the automated quality control service. If a customer gives the experience a low rating, their contact details are loaded in the predictive dialing system to which all bank managers, including top management, have access.

“We contacted Voximplant and, within a month, we had a separate call center for executives. We’ve implemented this service for approximately six months now and we’re impressed by the results.”Elena Efremova, Head of Customer Care Division

Learn more about how HomeCredit Group automates its marketing here.

Human Resources Management

There are multiple ways to facilitate and improve essential HR processes using CPaaS. Candidate verification, interviews, recruitment, onboarding, and more can be done more efficiently with Voximplant.

Burger King is one of the leading global fast food chains that facilitate recruitment with our CPaaS. Voximplant conducts robot-aided screening of job applications received by the Burger King HR Department.

Applications received from the website or telephone hotline are automatically directed to Voximplant. The robot calls an applicant or answers an incoming call. If the number is valid and the candidate is in search of a job, the robot asks them standard questions from a script. During the screening, the robot determines if the candidate fits the job. If the decision is positive, the call is redirected to a human operator.
The result? 1.5 times increased conversion for qualified candidates, 1.5 times reduced costs to recruit, and a five-fold reduction of costs as a result of automating the recruitment process.

Read more about the solution for Burger King here.

Another company that uses CPaaS to facilitate HR processes is Leroy Merlin — a French retailer specializing in selling products for home and garden improvement. To enhance their employees’ career development, the company launched an international development program for future leaders called Talent Booster.

To streamline communication between the HR team and other employees from around the world, Voximplant created a solution for long distance video interviews to be conducted within established parameters.

“The video interview service designed by Voximplant fully corresponded with our required functionality. It allowed us and our colleagues from other countries to conduct a high quality assessment of skill sets of employees taking part in the program. The service was integrated into the recruitment platform, which streamlined the evaluation and decision-making processes.”Yevgeniya Agafonova, Head of Career and Potentials Development

Learn more about the solution for Leroy Merlin here.

Types of CPaaS Providers

We’ve already talked about the different feature sets provided by various CPaaS vendors. However, there are many other traits you should consider when choosing a provider. These include pricing models, a variety of APIs, vendor’s reliability, and more.

How to Choose Your CPaaS Provider

Below is a list of useful questions you should ask yourself when shopping for a CPaas provider:

1. Is the selection of APIs broad enough?

The APIs that a CPaaS provides should be the main thing to pay attention to. Consider the features your company needs and check the availability of the corresponding APIs. Does the vendor’s offering align with what you're trying to accomplish?

Don’t forget to think about your future plans. Will your vendor be able to scale with your business as it grows? Switching or combining CPaaS providers can be a headache so it’s better to avoid that.

A broad choice of APIs allows web and mobile developers to swiftly enable new functionality, such as SMS, push notifications, chat, speech recognition, AI, video, and more. If you want to implement phone-to-app calls next month, are you going to have to add a second vendor to get the support you need?

2. Are there service disruptions or product downtime?

It’s often difficult to evaluate the vendor’s reliability before you start using their service; however, there are ways of learning from other companies’ experiences.

As simple as it sounds, a vendor’s customer base is a good indication of their platform’s stability and reliability. Are there big names on the list? What do their customers say? Take a look at the vendor’s case study page (if there is one).

Also, consider how long your potential vendor has been on the market. Established providers are more likely to have a reputation of being reliable and stable.

A strong and active user/developer community is also a good indication that the vendor can be trusted. Developers are encouraged to share best practices and become more skilled with the platform to be able to implement its features fully.

3. Is the vendor compliant with data safety standards?

Can you trust the provider to ensure your data will be safe and secure? Consider established standards such as ISO 27001, GDPR, and SOC2.

4. What are the various pricing models?

Last but not least, study the pricing models that different vendors have. Pay attention to limitations applied to features, number of devices/messages/MAU (monthly active users), etc. You can pay either only for certain features and channels, or buy an entire solution for a fixed price.

It’s better to talk to the vendor’s sales representative to know what pricing model would be the most beneficial for your business.

Getting Started

Once you’ve answered the questions above and found a CPaaS vendor that seems to meet your requirements, you should contact their representative and discuss your potential partnership. There can be important details regarding the service that you could forget to consider or fail to notice. Talking with the vendor will allow you to  gain a complete understanding of how CPaaS capabilities can help your business, the integration process, resources required, and further support.

This is why we highly recommend requesting a free individual demo with us.

Instead of a Conclusion

For companies of all sizes and industries, a CPaaS solution is an opportunity to boost revenue and build trusting relationships with customers at a low cost. The flexibility and scalability of cloud technologies are very appealing to companies looking to improve customer service in a short period of time and get ahead of competitors. It’s fair to say that by implementing a CPaaS, your communications will be about as efficient as they can get.

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