Application programming interfaces (APIs) are driving a telecommunications revolution. Already, enterprises across all sectors—from healthcare to financial services—are turning to telecom APIs that deliver new and innovative ways to engage with customers.
Thanks to APIs, businesses can extend services across a broad range of offerings. For example, APIs are helping communication service providers (CSPs) address growing challenges brought on by the commoditization of telecom services by modernizing offerings. And with new over-the-top (OTT) media-service competitors springing up, APIs help some CSPs maintain their edge, while also helping increase efficiencies.
Still, with the growing mix of competing cloud communication providers, choosing the right CSP and API provider isn’t straightforward. The perils of choosing the wrong partner are significant, including the potential for service downtime, or quality shortcomings from integration complications, or getting locked in with a service provider that doesn’t align with an organization’s needs.
With that in mind, here are four crucial questions to ask while vetting CSPs related to integrating APIs into existing products.
1. Does the provider offer intelligent and enhanced communications?
Contextual communication, which has recently become more prevalent in enterprise communications, is greatly facilitated through API integration, and are considered “intelligent” through their ability to greatly increase the efficiency of interactions and customer satisfaction.
Adding context into communications allows the business to have detailed records around the customer’s engagement and history with the company. This reduces the amount of time customers, call center operators and others have to spend on the phone or in chats, because the system can capture data from the start, so that each interaction begins with a more complete understanding of what is needed and offered by both parties in the conversation.
Customers also value privacy and privacy controls. Telecom APIs enable enhanced security by masking phone numbers for identity-protection, as well as two-factor authentication.
While intelligent communication and heightened privacy controls are common in banking and health sectors, they are becoming the standard for other industries with contract workers such as Lyft, Uber, Amazon, and other delivery services.
2. What are the integration processes and upfront requirements?
Companies interested in API adoption need to make sure a potential service provider can easily add new functions while minimizing downtime. Adding new features may seem exciting, but the API service provider needs to also improve the processes associated with adoption. A major element is improved speed—ensuring new functions are integrated quickly to reduce downtime, as well as minimizing how long it takes to port phone numbers.
It is also important to consider how customers will react and engage with new features when they are live. Will the customer be guided through their first experience with these features? Will the company offer support or an option to use older features? It’s crucial that an API provider can show how changes could impact business processes after implementation and in the future. For example, if a dentist’s office wants to use SMS appointment confirmations, it’s crucial that patients are able to easily select preferences for communication.
When considering initial integration, it is also key to understand the level and quality of customer support the provider offers. This support goes beyond data available in community forums, and instead focuses more on the provider’s general availability and expertise. Both qualities that are often found with a 24/7 support team that can respond to service downtime or other urgent issues that might occur, whenever they occur.
3. Does the provider offer increased access to telecom recourses?
The best API providers will enable enterprises and their customers access to data—phone numbers, call records, etc.—and other telephony resources that were previously difficult to locate without a significant outlay of time and energy. Access and control of these resources can help a business detect fraud threats by monitoring phone numbers and call data for irregularities in usage (e.g. from out-of-area numbers). This is similar to how banks can automatically flag abnormal credit card usage before the customer is even aware that their account might be compromised.
The increased command of resources not only improves security, it can also improve customer experience by reducing delays and personalizing service, as well as improving internal workflows for the telecom company itself.
4. How does service quality and API offerings stack up for the business’ needs?
Finally, the quality of service an API provider offers must be topnotch so not to jeopardize customer relationships and company reputation. Not all cloud-based communication providers offer the same API functions, services or processes, so it is critical for enterprises to understand their own objectives before beginning the search for a provider.
For example, API integrations could offer mobile payment functionality, quick reliable access to data or the addition of calling or messaging services, etc.). Some providers offer an array of features, as well as help with implementation and technical support down the road. It’s the company’s role to vet which provider offers the right tools to evolve the company’s business.
Further, evaluating and selecting API providers with carrier-grade calling and messaging capabilities that have been tested and are proven to be reliable will ensure that the integration process and long-term life of the feature are successful. Methods for identifying quality can be achieved by evaluating the providers’ software developer kit that accommodates a wide array of programming languages, which will help enterprises scale services without restrictions. Enterprises should look for a provider with a comprehensive library of languages and case studies to demonstrate successful development, deployment, and debugging.
Ultimately, the reason enterprises are increasingly turning to APIs is that they help scale operations and expand services in ways that were unimaginable before without a significant investment in product development and expansion.
Businesses wanting to stay ahead of competitors and the ever-evolving customer demands need to partner with reliable and flexible service providers that can implement APIs without issues. As consumers seek speed and flexibility, enterprises will continue to integrate telecom APIs and other cloud-based innovations that offer more enhanced experiences for their customers.
About the Author:
Sascha Mehlhase is the senior director of product management at Flowroute, a West Corporation company. He has more than 15 years of product management experience in software engineering and B2B SaaS platform development. Prior to joining West Corporation, Mehlhase was the director of product management at Motorola Solutions, where he was the strategic lead as the company developed software solutions for mobile broadband work-group communications.