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2024 predictions for the business communications market

10 Jan 2024

By Bertrand POURCELOT, CEO of Enreach For Service Providers

More than ever, the need to rely on high-performance, open and intuitive communications tools is becoming a strategic imperative for all professionals. In response to this growing market demand, the next few months should see a significant increase in the number of new-generation communication solutions that will enable businesses to streamline their communication processes, improve operational efficiency and enable their teams to use tools that offer them unrivalled working comfort on a daily basis. Here are 4 key trends to watch.

Towards greater integration of unified communications and the customer and user experience

Since the Covid crisis, the way we interact and communicate, both internally and externally, has changed considerably. In terms of the tools used, a clear expectation has emerged for both internal and external communications: the quality of the user experience. The boundaries between internal and external communications are evolving and starting to disappear (particularly for SMEs). Greater integration between unified communications and the user or customer experience is therefore a sustainable trend that will continue to develop in 2024.

The need to combine communications solutions with business applications

Unified communications tools, business management solutions (ERP CRM, invoicing, ticketing, etc.) and call centres can no longer operate in silos. It is now essential that these two worlds can be seamlessly integrated, so that users can use their day-to-day tools to access valuable information about their customers or partners from a single point, without the need for complex manipulations. Here again, the experience will be improved, enabling end users to work more efficiently and effectively.

The rise of Analytics and AI

In the midst of a digital transformation, businesses will be able to integrate communications into their business processes and extract lots of data and information. We are therefore entering a new era of learning, which will enable the creation of new use cases improving the quality and productivity of workforces, whether in customer relations, sales management or other areas. Eventually, AI will make it possible, for example, to generate summaries automatically following conversations, to propose answers in order to improve efficiency, and so on. 

Mobility at the heart of all communications thanks to fixed-mobile convergence

The smartphone is now the key element for all kinds of communications. It integrates all the features needed to communicate fully: voice, applications, services, Information System (IS) connections, data feedback to generate statistics, etc. The mobile-first approach is therefore at the heart of digital transformation, and continues to be acclaimed by businesses looking for agility, quality of user experience and performance.