These days, connecting with customers feels a lot like trying to catch slippery fish with bare hands. The modern customer constantly darts between different online platforms depending on their mood, circumstance, or even the time of day. As a result, businesses are spending more and more effort playing an endless game of catching up. But with the internet seas getting increasingly choppy, and customer journeys becoming more fragmented than ever, one has to ask: isn’t there any easier way to communicate with customers?

If you’re familiar with online dating, you’ll know how awkward and exhausting it can be to restart tired old conversations with the same people again and again. Customers are the same. They are tired of agents asking for details that they’ve already typed into an email, spoken over a phone call, or messaged to a chatbot. Thankfully, APIs are here to make the process much easier for everyone. For example, you can utilize APIs to consolidate customer conversation data that comes in from multiple channels so that you don't have to ask the same questions over and over again.

What is an API?

For the uninitiated, APIs (application program interfaces) are gateways or bridges between applications. In the communications space, APIs make it possible for critical data to be shared—quickly, efficiently, and accurately—between internal systems (e.g., CRMs) and communications technology, APIs come in different types, including web APIs that use HTTP to enable communication between web services, operating system APIs that allow applications to interact with the underlying operating system, in-app chat api for real-time messaging directly into applications such as SMS messaging, voice calls, chat apps, and more. For instance, understanding the differences between WebSockets vs HTTP is crucial when optimizing communication systems for real-time interactions. In today’s digital environment, where connectivity is the name of the game, APIs are a must-have. Besides, why develop a million apps from scratch when you can get access to and manage all your communication channels through an API?

💡 Here’s an article with a more detailed explanation of APIs: 8x8 API Integration Guide.

Let APIs do the leg work for you

Have you ever looked at the marketing funnel and thought: “Wow, that’s a really inefficient system”? Well, the internet is only growing more saturated, which means that that funnel end is only growing narrower. But, what if we told you that instead of going through the tired old routine from awareness to purchase, you could just bring the big red button to your customers instead?

That’s exactly what HubSpot did; they adopted their customers' preferred channels. Using APIs, HubSpot incorporated WhatsApp into their sales funnel simply by adding an option to chat on WhatsApp directly. As a result, their meeting bookings skyrocketed by 88%! Not only that, the API helped to connect WhatsApp to HubSpot’s CRM, allowing communications and customer interaction data to reside in one central place.

But wait, there’s more!

APIs can do more than simply boost your sales call figures. By incorporating the right communications channels into other customer experiences, such as account creation, purchases, or even content, you can accelerate those purchase clicks that were previously hidden in the deep recesses of your website.

Squash attrition rates by picking up missed opportunities

While we’re on the topic of inefficiencies, have you ever missed a sales opportunity because a customer called and was put on hold while you were busy with something else? It turns out that preventing a customer from moving over to a competitor in frustration is a lot less complicated than you might think.

If you haven’t heard, SMS is the god-tier communication method with astounding open and response rates. Well, APIs allow you to take full advantage of that. The next time customers call while your line is engaged, try sending out an SMS notification. It’s a lot like setting up an automated, out-of-office email, except that your customers are more likely to read and reply to it.

Of course, don’t just send a generic message telling them that you’ll get back to them later. Take the opportunity to include the aforementioned big red buttons—book a meeting or chat on WhatsApp. And while you’re at it, why not personalize the SMS by including information on past transactions and relevant suggestions? Nothing screams personalization as loudly as that. If you master the automated SMS function well enough, you might also be able to cut down your call volumes.

Cater services to a wider, busier audience

It’s no secret that the modern consumer has a need for speed. Whether they are waiting for responses from customer service or products to arrive, consumers just aren’t willing to wait as long as they used to for anything. Mobile device manufacturers have responded to this demand for convenience by adding voice-activated and facial-recognition features to their devices, so that customers can multi-task more easily.

Perhaps you don’t have the resources to build the next Siri or a fancy voice-activated system, but with APIs, you can still take advantage of these technologies. For instance, you can use communications APIs to add text-to-speech capabilities to your website without any of the technical hassles. Not only does this add a more modern edge to your brand, it also makes your services more accessible to a wider audience.

Remember, it’s not just busy people who can take advantage of non-text inputs. Around 43 million people suffer from blindness worldwide, and expanding your potential customer base can only be a good thing. Besides, diversity and inclusivity are critical. Today’s customers won’t just settle for platitudes; providing an inclusive product shows that you’re willing to go the extra mile to cater to diverse needs.

It’s time for a new systems upgrade

We've only scratched the surface of APIs, their benefits, and how they can be used to adapt your communications methods to changing customer preferences. We haven’t touched on other key topics, such as how powerful API-driven verification systems can filter out hackers that abound in today’s digital environment, or how APIs enable international businesses to navigate various data privacy and protection laws across borders. Did we mention how APIs allow you to personalize customer conversations across various platforms from a single screen through rich media?

8x8’s embeddable communications and APIs are built to be flexible and scalable, allowing you to mix and match different channels and form a customer communications strategy that fits your business needs. Say "goodbye" to cumbersome CRM and SaaS systems that work in silos, along with all the accompanying feature-creep that can produce more problems than they solve.

It’s time to plug into the magic of APIs and make this the year that you create winning digital customer journeys on your customers’ terms. We’re always ready to support you; contact us at hello-cpaas@8x8.com.