dialogue area
The digital revolution has given rise to a variety of communication channels: we receive messages via SMS and push notifications, email and instant messengers, we communicate on social networks and have all kinds of conversations through text messages, voice and video calls. Even the same method of communication can have fundamental differences; for example, for calls you can use mobile communications, IP telephony, instant messengers and communication platforms, and wired communications are still used.
This makes our lives more comfortable, allowing everyone to choose a communication method that suits them. Some hate voice messages, preferring live communication, while others, on the contrary, consider phone calls an invasion of their personal space. For some, email has become a thing of the past with the advent of instant messengers. Additionally, for certain types of communication, a person may use different communication channels.
Such diversity in business creates formidable challenges in establishing the most effective communication with customers, counterparties, and internal employees. Full-fledged omnichannel requires a system with clear governance that can be easily scaled for a wide range of tasks and evolved as the business grows or new challenges arise.
In many ways, omnichannel is the key to successful communication in business; without this it is impossible to achieve customer loyalty or productive cooperation with partners. A well-established internal communication system is no less important for corporate management.
The leading direction in the development of corporate communications has become the cloud model of the communication platform as a service (Communication Platform as a Service, CPaaS) for automated communication.
Finally research Cloud communications platforms allow you to interact with customers in real-time, collect feedback and personalize the experience, says consulting firm Exactitude Consultancy’s market for cloud communications platforms. Programmable communication APIs enable two-way interactions such as chatbots, interactive voice menus, and video calling. CPaaS platforms are also increasingly combining artificial intelligence and machine learning to analyze customer data and predict preferences. This allows companies to send targeted messages, optimize campaigns, and deliver more relevant experiences.
Founder of right solutions
On January 31, 2023, MTS launched its own CPaaS solution, the MTS Exolve communication platform, the first omnichannel product of this type in Russia. With its help, companies can quickly and flexibly automate communication to suit their individual needs and take business-customer communication to a new level. It can also help automate marketing and business analytics by integrating apps as part of a unified communications strategy.
The name of the Exolve platform combines the words “explain” – explain and “solve”, reflecting the need for developers to minimize the time spent solving technical problems as well as training new users.
Using MTS Exolve, you can develop and scale communications applications without relying on third-party infrastructure.
Therefore, the platform allows you to use voice and testing methods to communicate with customers without the limitations inherent in ready-made solutions.
The Exactitude Consultancy study noted that CPaaS allows you to fully personalize the communication process and use any communication channel depending on your own needs and the wishes of the target audience. Experts emphasize that “the global communications platform as a service (CPaaS) market is fundamentally driven by the desire to improve customer experience, increase consumer engagement and improve customer service.”
Access to the MTS Exolve platform is through your personal account, you only need an email address for registration. All applications are managed through a common interface using the “single window” principle. Cloud technology enables seamless transition between channels, instant collection and analysis of data, and integration with company IT systems such as CRM.
The MTS cloud communications platform is unique in that it is the first proprietary software product developed within a telecom provider in Russia. This event is relevant not only for Russia, but also for the global market.
MTS Exolve was created on the basis of solutions from MTT, one of the oldest participants in the Russian communication services market and has been part of the MTS ecosystem as a provider of telecom and IT solutions for business since 2021. Today, it is the only company in the country that provides both software and communication services from a single supplier, ensuring that it meets customer needs in the best way possible.
An important advantage of our own development was that reliability was guaranteed, since the main components of the platform, such as the core module and voice and text message management, were created and controlled by MTT. This guarantees a high level of security and continuity of services, since the platform solution is deployed and reserved in MTS data centers and all data is stored on servers in Russia.
Modular assembly
MTS Exolve works as a builder with which you can quickly and flexibly create communication services for specific business requirements and include the necessary functions in them from a wide set of tools. This improves the quality of development and increases the efficiency of communication with the customer, allowing you to build the most personalized relationships.
Through open program interfaces (APIs), users gain access to operating systems, software, database management systems, development and testing tools hosted in the provider’s cloud.
In 2-3 clicks you can create an application for sending SMS and push notifications, sending messages to email and instant messengers, and voice communication. You can use various additional tools such as callback, call monitoring, speech synthesis, smart selection of outgoing number, number protection, authorization and authentication via SMS.
Developing and implementing your own solutions using cloud technology is much faster and cheaper than using third-party services.
In addition, the collection and analysis of statistics on communication with customers is simplified; You don’t need to spend time and effort bringing together data from different formats. MTS Exolve allows you to integrate reporting and analysis functions into communication solutions that can be configured according to the required parameters.
The cloud platform allows you to effectively manage communication channels with customers in a single system by constantly evaluating the quality of personalization based on incoming analysis.
At the end of 2023, MTS Exolve received great praise from the expert community and the platform became the winner of the ComNews Awards. “Best solutions for the digital economy” in the “Best Digital Platform for Business” category. Additionally, MTS Exolve was awarded the Digital Leaders Award 2023, which annually rewards achievements in the field of digitalization and online services. The MTS Exolve website took first place as the best business solution in the “Internet Business – Digital Services” category at the Tagline Awards, the annual prestigious award given to achievements in the digital field.
universal solution
Since the interfaces on the MTS Exolve platform are structured according to universal solutions, they can be used by businesses of all sizes from all fields of activity. Marketplaces, online stores, IT services, call centers, delivery services, financial services, medical clinics; Every organization will be able to establish the most appropriate communication system with its customers. Phone setup via API shows maximum efficiency for businesses with a large number of employees in the sales department and technical support department.
Cloud communication platforms are now the most in-demand platforms for omnichannel communication in retail, e-commerce, fintech and online entertainment services.
MTS Exolve is used by the largest Russian markets – Avito, CIAN, Ozon, for which MTT creates unique integrated complex communication solutions.
Representatives of small and medium-sized businesses also use the platform’s capabilities; Among them, solutions such as virtual PBX, VoiceBox voice robots, “Number Protection” service and 8-800 unified reference number service are popular. The adaptability of MTS Exolve solutions, combined with low costs, makes cloud communications platforms an ideal choice for small businesses and startups looking to grow and expand their customer base; CPaaS provides the ability to scale their business at minimal cost.
According to MTS statistics, approximately 55% of small businesses and 20-30% of medium-sized companies use automation tools to communicate with customers.