Insights & Resources

Unifying Your Communications - Why VoIP is Key to UCaaS

Businesses are now building telephony into their technology stack more frequently.

Odhran Reidy
Call center VoIP banner
With all of the advancements across messaging, video and numerous other channels, phone calls are still central to most business activities. Customers still like to contact a support line for help or confirm an appointment over the phone.
Streamlining this process so that it’s painless for the customer is often found to be a challenge for UCaaS providers. Providing a high-quality, reliable service will keep users satisfied so that they remain loyal customers.
Businesses are now building telephony into their technology stack more frequently. With calls delivered as VoIP, you gain greater control over call flows. UCaaS providers use this ability to build solutions for customer communications problems.

How Telephony Can Simplify Communication

Businesses have begun to build telephony into their technology stack more frequently in recent years. With calls delivered as ‘Voice over IP’ or VoIP, you can gain greater control over your call flows and how calls are routed. UCaaS providers have used this ability to build solutions for common communications problems that customers face.

Call Routing

Frequently, customers that call a business or practice end up waiting thirty minutes or more to talk to the person that can best assist them. Customers waste time being routed between departments looking for someone to help. This only serves to create frustrated, dissatisfied customers rather than helping them to solve their issue as soon as possible.
To deliver a better customer experience, such call flow can be streamlined using cloud IVRs and automated attendants. An IVR allows a computer to interact with the human voice by taking input, processing it, and returning a result, while automated attendants simply route calls.
With a clear path to resolution, customers are left satisfied that their queries are answered promptly. This can additionally get customers where they need to go much faster, and results in a better, more cost-effective experience.

Contextual Information

With conventional phone systems, there is no link between customers and their personal information. A typical experience includes the customer being quizzed for personal details to aid office staff in finding the appropriate details to service their request. Customers scramble for their own account information and are left waiting on hold for minutes at a time.
An improved experience through UCaaS provides the customer agent with caller information as soon as the phone rings, so agents have full context when speaking with customers. Features like inbound call whispers and call recording assist with agent coaching and greatly enhance customer conversation.

Omnichannel Routing Logic

Integrating multiple modes of communication can further elevate a customer’s calling experience. In addition to the contextual information that can be pulled from tooling like a CRM, with an omnichannel approach in place, staff can search through previous conversations that the customer may have had over text or voice using an automated transcription.
Similarly, if all phone lines are busy, the default might be to route calls to voicemail. It has been found that only 20% of people leave voicemails. Moreover, 91% of people who text prefer texts over voicemail. Therefore, why not integrate logic to automatically text the caller with a customized message following a missed call? They can then continue their conversation via an automated customer support service for fast resolution.

Points to Consider When Choosing Your UCaaS Partner

Network Ownership

While the internet is great for many types of communication, real-time communication isn’t one of the public internet’s strengths. Data that is sent over the public internet does not take the most direct path and is therefore liable to extreme level of jitter, delay and packet loss. Packets may also lack security when sent in this manner as they fail to be covered by end-to-end encryption
Owning your own network allows you to take control of how packets are routed. With a provider who has multiple, global points of presence (PoPs), you’re empowered to choose where calls get anchored, which will help you to reduce latency.
Moreover, unless your calls are routed along a true global backbone, you will still be susceptible to quality issues. When calls are routed across a private, secure and dedicated IP-network, you eliminate multiple hops and ensure the end-to-end quality and encryption of your data.

Global Network

As a UCaaS provider, when looking to take services to the cloud, it can be easy to overlook the global reach of your supporting carrier. Failing to partner with an underlying carrier that natively support your needs globally can leave you juggling multiple carrier relations internationally. This slows down your ability to scale as you have to deal with language barriers, negotiating new contracts and navigating differing levels of reliability across regions.
Instead, partner with a global cloud communications provider that was designed with diversity, resiliency and redundancy in mind. A multi-cloud, multi-regional approach means consistently reliable call quality and availability. With IP interconnects, your provider should be able to connect directly with all major cloud providers offering high reliability and the ability to securely connect your cloud environments directly to theirs.

Number Ownership

Like network ownership, unless your provider is a full-grade carrier, you will likely encounter restrictions and feature limitations and when it comes to your phone numbers. Multiple providers rely on telecom aggregators and resellers to gain access to phone numbers, which limits your control when it comes to porting, purchasing and provisioning.
Look for a partner who has full telephony stack ownership. A full-fledged carrier will be able to provide a higher quality experience at a lower cost. However, ensure that you maintain control and insight over porting your numbers. Next-generation providers should provide a fully transparent porting process with reduced porting time.
When providers own their own numbers, this makes searching and purchasing much easier through their number warehouse. Similarly, as a UCaaS provider, you gain more insight when debugging SIP calls if your provider can offer SIP flow ladders to debug faulty connections.


Whether you are looking to grow your business domestically or internationally, the last thing that should be on your mind is the ability of your provider to meet your needs. Setting up SIP connections has progressed from being a manual process, but some providers offer little documentation and introduce significant friction which slows your progress.
You can shorten your sales and deal cycles when a provider can reduce porting times and instant scale your voice connections with elastic SIP trunking. This enables a UCaaS provider to scale services on demand or increase the number of concurrent call paths to meet customer needs. Also, keep in mind if your provider can do this for you on a global level so you don’t have to think twice when you or your customers have an opportunity for international expansion.

Real-time Media Streaming

One feature to keep your eye on as a UCaaS provider is the ability to fork your media. To avoid the risk of degraded quality or dropped connections, media duplication enables you to fork the call the moment it’s established, so all recipients receive the call simultaneously.
You’re then empowered to run your analytics on a separate stream and avoid being in the call path. This ensures that calls remain crystal-clear while you analyze or record them in real-time. Media streaming enables advanced features like sentiment analysis so that you can increase conversion with intelligent call routing. This opens up new call logic like dynamically routing calls to the best qualified and available agent based on what the caller’s responding to.

Messaging is increasingly becoming a core component of unified systems, so look out for Unifying Your Communications - Part III: Next-level UCaaS with SMS.
In the meantime, if you are interested in learning more about Telnyx as an underlying communications provider for UCaaS solutions, check out our case study with Ooma here.
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