Growing your business with collaborative communications

Ring Central Blog


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Dec 17, 2021

Customer conversations touch on many topics but often lead to one significant question: how can we help grow and run your business? Collaborative communications, once viewed as more of an expense than an enabler, have altered expectations in this extended period of work-from-anywhere. 

Consider that 18 months ago, you wouldn’t have heard many discussions about participant equity — the idea that everyone should enjoy an equal meeting experience whether they’re in the room, on video, or using a smartphone in their car. We believe full participation is the new litmus test for evaluating the impact of collaborative communications on employee experience (EX). 

As the first pure-cloud provider to unify the experience of messaging, video, and phone, we understand how important it is to enable strong human connections. Let’s explore how we make this happen — highlighting customer inputs, followed by expanding areas of product research and investment.

Seeing how customers deploy collaborative communications is invaluable for aligning our development priorities to exceed both short and long-term business objectives. In recent customer discussions with business and technical leaders, these five priorities were emphasized above all others:

1 – Reliable. Organizations can’t remain productive when communications failures occur. That’s a non-starter.

2 – Simple. It doesn’t matter if a program is feature-rich. The features are useless if they’re not intuitive and instantly accessible.

3 – Global. No matter where workers are located, or what communications devices are deployed, everyone must be equally capable of participating in 1:1 meetings or group discussions.   

4 – Secure. Organizations need to know that no one is going to disable their communications systems.

5 – Compliant. Organizations need to ensure that their communications satisfy every regulation for safeguarding this content.

Quality of experience

In the communications field, the standard performance litmus test has long been “quality of service.” QoS, as it is known, historically measured performance in factors such as bandwidth, latency, jitter, and error rate. While important, there’s another factor we value and try to measure — the quality of the customer experience.

We believe product interactions carry a promise from us about the quality of your experience. And we strive to deliver best-in-class in QoS and quality of experience. The metrics show we provide an industry-best, five-nines reliability — an essential for cloud-based Unified Communications. 

Ultimately, it’s customer feedback that helps us fine-tune our brand values and go-to-market approach. In the year ahead, we will help our customers grow their business and successfully manage hybrid/remote work. By focusing on human factors, we can heighten meeting participant equity and improve collaborative communications. 

Hear more in RingCentral Chief Marketing Officer Jaya Kumar’s interview with Ray Wang below.


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