Customers don’t want to visit a store; they don’t want to make a phone call. These days, customers want to push a button on some digital device to buy a product, and the company that can make that happen will get their business. Unfortunately for companies, customers and employees aren’t using just one device, but hundreds. How can a business interface with so many different channels? That’s the goal of the business practice called Unified Communications (UC).

To get a look at one company that’s delivering UC solutions, John Furrier, cohost of theCUBE, from the SiliconANGLE Media team, spoke with Sajeel Hussain, CMO of CaféX Communications, Inc., at the Enterprise Connect 2016 event in Orlando, Florida.   

Tools for collaboration

One of CaféX’s products is a communication tool called Chime. Hussain explained that Chime changes the way people collaborate. When companies standardize on a browser, he said, they don’t want to download new software or change settings just to make conferencing work. Chime makes it easy for a company to deploy conferencing to any browser. It takes care of security and taps into existing resources, he added.

However, Chime is more than just a communication tool. Hussain pointed out that it is also a context engine, capturing everything the user is doing. That data can then be leveraged from a Big Data perspective.

Riding new trends

The new school of UC, Hussain said, starts with the basic tenet that old school systems will always be there, so a company must have a way to use those systems in bringing a seamless experience to the customer. A company must also have a unified way of delivering that experience.

Most customers, he pointed out, would rather use a mobile app to engage with a company than a phone call. Giving flexibility to a customer to use their channel of choice is paramount. To do this, there has to be a bridge between older and new technologies. For businesses, Hussain said, investing in the right tech that allows digital experiences for the customer will be vital.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Enterprise Connect 2016.

Photo by SiliconANGLE