Is contextual comms the next step in UC?


UC&C has done a lot of the heavy lifting to improve comms technology for business and most tools now exist online and operate as cloud based web apps without plug-ins, which can be accessed easily from anywhere. The next step is contextual communications, which takes advantage of the new generation of ‘always on’ apps, and will fundamentally change how people communicate. Contextual comms integrates rich, real-time communication interactions with applications themselves, putting voice, text and video capabilities inside an application, website or device delivered alongside any pertinent information required about that interaction. In short, information and communication will seamlessly “flow” in the way people expect and ultimately will not be recognisable as a distinct, friction-bearing operation.

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There are many applications for contextual comms today. For customer focused businesses, service agents can quickly and easily predict or pre-empt why a customer is contacting them. An agent would be able to see which web page a customer is on before they hit the ‘click to call’ button, and how they got there, and what other services they use. This puts the agent is in a much stronger position to deal with the call quickly and efficiently. Additional context such as that customer’s previous contact history can also set the stage for more meaningful interactions.


Even entirely new services could also be created. For example, forward-thinking units of the NHS have already started to explore how they can revolutionise mental health provision to young people with remote counselling. Housing associations, and other organisations that provide accommodation to vulnerable people, are already improving daily contact for thousands of people with real time communication software. By analysing patterns of communication they can identify when the cognitive state of an individual is changing, and give a predictive assessment about the needs of every resident calling in to them before that call is even answered. Successful companies will create processes based on data analytics and what they know about their customer in a similar way.


Rob Pickering will be speaking more about contextual communication and why today’s collaboration tools are sabotaging user experience at IPExpo on Wednesday 4th October at 14.20.


Rob Pickering: Biography

By Rob Pickering, founder and CEO at IP Cortex. Previously, he has held a variety of technical

roles and fondly remembers the days when he was a proper engineer and wrote a TCP/IP protocol stack from scratch for a microprocessor vendor.


Social media handles

Twitter: @ipcortex

Rob’s Twitter: @RobinJPickering


Rob’s LinkedIn:

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