If you’re of a certain age, you’ll remember the days when it was acceptable to make an important business call, leave a message on voicemail or with an assistant and wait a day or so for a call back. Perhaps it was an official communication, in which case it went through the mail and took days. Now imagine following that communications model for today’s business. Impossible, right? Technology has made it so that our expectations are for more immediate action that can be carried out simultaneously with other actions.
“Technology today has everything moving faster than it did even a few years ago as we have tools that allow us to multitask and accomplish more,” wrote Jon Jorgl, President of Enterprise for GENBAND in a recent blog post. “We see this in every aspect of our lives and the successful companies in this evolving high-tech landscape are outthinking, outmaneuvering, and outrunning traditional businesses by leveraging new communications applications that enhance and improve workflow results.”
Jorgl is right. Today, it’s not only about the speed, it’s about being able to communicate in the right work flow. Talking to one person who is part of a group project when others are unavailable is wasted time. So is speaking to someone on a technical issue while you’re still waiting for visual documents to support the conversation. A lack of good and properly integrated workflow is a drag on success. As Jorgl points out, however, there are still companies hanging onto the old fragmented ways of doing things on separate application platforms and even the aging and expensive voice and IT infrastructure that is costing them time and money. The answer is communications apps that allow for the right workflow for a project. They’re particularly relevant for field service personnel, help desk and customer support workers and sales people or product managers.
“It's no longer necessary to toggle between another chat application or ‘pick up the phone’ to reach somebody by dialing nine or more numbers. Instead, you can simply connect within the application you are using to enable a conversation in chat, voice or video,” wrote Jorgl.
This type of easy to use real-time communications app, enabled (perhaps) by standards like Web RTC (“Real-Time Communications”) allows for not only great workflow, but the ability to work collaboratively. Screen sharing is one way, and live video is another.
“You still haven't dialed a phone number or sent out an invite to a separate webinar bridge to enable a collaborative conversation. You've simply connected,” wrote Jorgl.
It’s important, therefore, to choose the right platform that will allow multiple designated parties to communicate in real-time with an array of collaboration tools. It needs to be robustly and it needs to be done securely. But most critically, for business today, it simply needs to be done.