Masergy BlogTransforming Enterprise IT

Bringing 'Plug and Play' to Workflow Automation

March 29, 2017
Dean Manzoori

Companies are often limited in their efforts to achieve business insights and optimal outcomes due to a lack of business process integration.

Organizations try to master the challenge with APIs that help connect the dots across communications, CRM, ERP and other systems to deliver optimized workflows. Automated business processes that tap into customer data can help companies drive customer satisfaction and improve sales.

But developing these workflows takes time and programming expertise, both of which are often in short supply. What wouldn't you give to let business users create integrations that automate a limitless array of innovative new business activities?

Innovation on Demand

The good news is that your company can access this capability. Infrastructure Platform-as-a-Service (iPaaS) makes it possible for business users to configure and integrate workflows across applications without requiring programming knowledge.

Masergy is bringing this capability to our Unified Communications as a Service (UCaaS) customers so that they can seamlessly enable business workflows without coding.

This is made possible through our collaboration with Cloudpipes, which has created simple tools for managing how data moves between the 150 cloud apps in its “Channels,” including Salesforce, Microsoft Dynamics, Slack, Hubspot, Google Docs and IBM Watson.

Using the Cloudpipes drag and drop tools, users can build Masergy communications and collaboration capabilities into their application workflows. Masergy's APIs have been normalized for the Cloudpipes design tools.

Think of our new Cloudpipes channel as the business user's version of Lego blocks. Managers can rapidly create innovative workflows to meet their particular requirements – and quickly revise them as those needs change.

Business Process Automation

Business administrators will be limited only their ability to innovate. But here's some examples of typical business processes that companies will be able to automate:

  • Create workflows that are triggered by a client's phone call to perform a purchase history lookup from our UCaaS platform. This can be an important step in optimizing the caller's buying experience.
  • Set up a provisioning workflow whose trigger is the creation of a new account in Active Directory. That can lead to the automatic creation of the same user account in the UCaaS platform.

Businesses can create as many workflows from UCaaS as they choose. For instance, incoming calls can trigger a workflow to check whether the caller (based on Caller ID) has a VIP account in the company's Salesforce CRM system.

If so, the next action could be to record the call and save it to the account's activity history with a timestamp, as well as send a link to the .WAV audio file. As another action, the process can move the file to a speech-to-text transcription service like the one offered by IBM Watson, which can be used to gauge customer sentiment.

Andy Abramson in his VoIP Watch blog post said this was one of the most important announcements to come out of the Enterprise Connect conference this week.

Once empowered, customers will find the possibilities endless.

To learn more about Cloud Communications, read our ebook Cloud Communications Delivers Powerful Business Benefits.

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