By Chinenye Anuforo
Co-founder and Group Chief Operating Officer (COO), Routelink Group, the tech firm providing local support team for CPaaS services in Nigeria, Stanley Oduah, has described Communications Platforms as a Service (CPaaS) as not just another tech solution but a game-changer for businesses in Nigeria on how they communicate and build loyalty.
Speaking at a webinar on “Transforming Business Communication – How CPaaS Can Enhance Customer Experience,” Oduah said there has been a major shift in business communication as CPaaS has changed the game both in customer engagement and customer experience.
As customers continue to expect faster, more personalised, and more convenient communication, Oduah said CPaaS has helped businesses meet those expectations easily by not only enabling businesses to interact in real-time, but in the customer’s preferred channel, making the experience smooth, personalised, and frustration-free.
“As a cloud platform, CPaaS allows businesses to add communication features—like voice calls, SMS, WhatsApp, and video—directly into their own apps and services without having to build everything from scratch. To reduce customer support costs, CPaaS also allows businesses to automate many customer interactions—like reminders, FAQs, simple support requests—using messaging bots or automated workflows which reduces the need for large call centers, saving costs and speeding up response time,’’ he further explained.
Oduah stated that CPaaS can deliver communication over Voice, WhatsApp Business, Webchat, RCS (Rich Communication Services), Video Calls, and Email making it possible for businesses to meet customers where they prefer.
The webinar was designed to help businesses connect better, faster and smarter with customers. As an incentive, Routelink also offered a Free Proof of Concept (POC) for the first three companies that reached out to it after the webinar to enable them to experience CPaaS firsthand before making a full commitment.
CPaaS is designed to integrate seamlessly with CRMs like Salesforce, Microsoft Dynamics, Zoho, HubSpot, and even custom-built solutions. It enhances businesses’ existing systems by adding communication capabilities without disrupting their workflows.
In addition, it improves internal communication, and can be used for things like staff notifications, alerts, emergency communications, internal surveys, or even team collaboration through chat and voice apps.
Oduah explained that CPaaS is suitable for all sizes of businesses- big companies, small and medium businesses, mentioning that one of the strengths of CPaaS is its flexibility. “You can start small and grow as your communication needs increase. It’s not just for the big players.”
Businesses or industries that can benefit the most from CPaaS include Retail – for delivery updates and promotions; Banking – for account notifications and verifications; Healthcare – for appointment reminders and teleconsultations; and Logistics – for real-time shipment tracking. In his words, “Honestly, any industry where customer interaction matters. CPaaS fits wherever communication needs to be fast, secure, and personalized.”
On how long it takes to integrate CPaaS into an existing app or system, he said this would depend on the complexity of the existing systems, “but in many cases, a basic integration can be done within a few days or weeks. It’s a very smooth process with the help of Routelink’s local support team.”
Alok Maurya, Director, Products and Innovation, Globe Teleservices, the innovative global force behind the CPaaS platform, who also spoke at the webinar, commented on the simplicity of deploying CPaaS into a company’s current systems. He said, “With APIs, CPaaS fits into your existing infrastructure. You don’t need to throw anything away—you simply enhance what you already have. And with Routelink’s local support, businesses get guided setup and training.”
Maurya has several years of experience in product management and delivery in global communications and Fintech sectors, which makes him a key voice in global customer communication channels.
On security and privacy which are big concerns, especially for industries like banking and healthcare, Maurya explained that CPaaS security is built-in from the ground up. “We offer end-to-end encryption, secure storage, and comply with international regulations like GDPR.’’ He therefore encouraged businesses to feel confident that their customer communications are protected. Routelink Enterprise arm offers several business services like cybersecurity and cloud solutions, and many more.
He stated that GTS’s CPaaS platform is also built with compliance in mind, offering encryption, secure data handling, and tools to meet regulatory requirements like GDPR, HIPAA, and others. Plus, businesses have control over how and where their data is processed. Hence it helps with regulatory compliance, especially for industries like banking, healthcare, and fintech.
To avoid the mistakes that businesses make when they first try to implement CPaaS, Maurya advised that they should desist from trying to do too much at once. “It is better to start small—one or two use cases—and expand. Besides, CPaaS should not be treated like just a messaging tool. CPaaS is about orchestrating customer journeys, not just sending random messages.’’
On where CPaaS is headed, Maurya noted three key developments. “There is going to be more AI-driven communications—bots, smart routing, predictive alerts; a greater use of omnichannel orchestration—smoothly switching between SMS, WhatsApp, voice, and real-time personalisation; and the use of live data to personalise every single customer interaction instantly.”