Three ways to increase CRM adoption

We Asked Business Leaders How They’re Engaging with Customers and Employees. Here’s What They Said

Nylas spoke with industry leaders to unpack the tools and trends behind business communications.


There’s no denying that both customer and employee experiences are increasingly becoming mission-critical for organizations looking to attract new customers and employees and retain current ones while simultaneously mitigating costs and operational spend. Yet while the goals of customer and employee engagement are clear, the ways to strategically tackle them are a bit more complicated.

Technologists understand the need to modernize and accelerate digital engagement efforts. As a result, many are turning to Communications-Platform-as-a-Service (CPaaS) solutions and programmable communications via feature-rich APIs. 

We recently surveyed a global set of product, engineering, and marketing leaders across a wide array of industries and asked them how they are communicating with customers and employees and what they’re hoping to achieve with access to rich communications data.

The Epicenter of Business Communications is… Email

While there are numerous communication channels like SMS, messaging apps, and collaboration tools that have changed how we communicate, email is still the primary communication channel for engaging with customers and employees.

We found that while other channels such as messaging apps, calendars, SMS, and more are being used to connect and engage with customers, email is still the primary channel for engagement. 

But it doesn’t end there, when organizations were asked for which communication channels they are looking to build out new integrations, email again topped the list.

This indicates a desire among business leaders to tap into the true power of email, not just as a communications channel, but as a communications data source. By harnessing the power of rich communications data that lives within the context of email, businesses can extract 1st person intelligence to create new data products and analytics, and real-time critical insights that can help power strategic and innovative decision-making.

Omnichannel Communications are Critical for Boosting Engagement, Operational Efficiency, and Driving ROI

Customers and employees interact across a wide array of channels and applications. In many cases, conversations, interactions, purchases, and more start in one channel or application, and finish in another. In order to stay on top of evolving customer and employee behavior, businesses are recognizing that in order to truly capture a full 360-degree view of their customers, omnichannel connectivity is a must. 

However, it doesn’t stop there. Business leaders are leaning heavily on omnichannel communications data for boosting customer engagement, increasing operational efficiency, and driving ROI.

With access to omnichannel communications data, businesses can make real-time decisions that can dramatically impact and improve the strength of their business. They can increase operational efficiency by building features faster and with fewer engineering resources. They can drive customer loyalty and engagement through more personalized and catered experiences, and they can unlock new revenue streams by bringing new, innovative features to market in a fraction of the time.

AI as an Experience

While robots replacing humans and AI-driven chatbots might steal the headlines, the reality is, businesses are looking at adopting and implementing AI in many different ways. In fact, we found that companies are primarily focused on leveraging AI to curate more personalized customer journeys and employee experiences.

Businesses around the world are seeing immense value in leveraging AI and automation as a way to harness data and put it to work to create modern, personalized customer experiences and journeys. Better and more personalized experiences can directly drive customer loyalty and retention as well as lead to upsell opportunities and much more.

Another critical way organizations are viewing AI is as a way to intelligent, data-driven workflows that can increase employee productivity and creativity. Automating workflows arms employees with the data-driven insights and productivity they need to increase personalization, brand engagement, and the ability to focus on meaningful and innovative work that can make an impact.

With Nylas, Next-Generation CPaaS Starts Today

It is never too late to start down the path of providing modern, engaging, and impactful experiences for your customers and employees. And while deploying rich communications tools and data intelligence might seem like an impossible feat, the right CPaaS solution can be the difference between a good experience and a one-of-a-kind experience for customers and employees.


To learn more, register for our upcoming webinar, How 1st Party Communication Data Drives Digital Customer Engagement in the Era of Privacy, or connect with a Nylas platform expert today.

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