Customer disputes are the last thing any organization wants — especially if they go viral. But that’s exactly what happened when a conversation between a customer and a food delivery platform hit social media news feeds in early 2021. The template-like replies within the platform's in-app chat service failed to address the customer's concern and created inconveniences for both the customer and the driver, which resulted in, of course, a large social media frenzy. While hindsight may be a wonderful thing, this is a classic example of the opportunities provided by app-to-app calling systems that are built using a voice SDK (software development kit) .

What is a voice SDK?

App-to-app calling connects audio between two devices via the internet using a technology called VoIP (Voice over Internet Protocol). It allows businesses to provide customers with phone services over the internet rather than through the more costly alternative of traditional phone service providers. In fact, this technology is why many of us are able to make voice calls on popular messaging apps, such as WeChat, WhatsApp, Line, and Skype.

There’s no denying that there has been a surge in demand for self-service tools to handle simple customer inquiries. However, the inconvenient truth is that voice calls are still needed to resolve more complex issues — especially when it comes to disputes and complaints. In fact, research by American Express shows that 40% of customers actually prefer speaking to a real person on the phone. That’s why app-to-app calling features should not be overlooked.

Why is in-app calling important?

Much of the frustration (and social media backlash) in the food delivery story could have been spared if the parties had been able to clarify the issue using app-to-app calling.

Many companies use app-to-app calling as a way to supplement their in-app messaging functions and achieve end-to-end omnichannel customer support. We’ve found that the seamless nature of allowing customers to speak to a service representative (without having to exit the app) not only improves the customer experience, but it also generates cost-savings for both the business and the customer — a win-win.

What is a voice SDK and how does it work?

Rather than fiddling with multiple tools, developers can use a single solution to enable voice calls on their web or mobile applications. The 8x8 Voice SDK includes an in-app voice service: 8x8 App-to-App Calling. The 8x8 Voice SDK is an installable software package consisting of everything from tools, libraries, and relevant documentation to code samples, processes, and guides for easy implementation.

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Both the 8x8 Voice SDK and App-to-App Calling service support both iOS and Android platforms, can be implemented on web and mobile apps, and even allow you to add app-to-mobile or app-to-landline calling. Most importantly though, the 8x8 Voice SDK adds a layer of customer privacy and protection by generating dynamic display names that protect your users’ personal information. This helps your business comply with personal data protection laws.

Potential uses of a voice SDK

Beyond customer support, the 8x8 SDK and App-to-App Calling service offer many more opportunities for your business. Here are some examples of how an app-to-app calling feature can address multiple customer pain points related to cost, privacy, and user experience.

App-to-app calling for delivery services

Whether it’s food or package deliveries, couriers and customers alike can benefit from voice call functions that allow them to communicate with each other anonymously. Couriers currently have access to multiple pieces of personal information for each customer, including their name, address, and contact number. This could be reduced with easier communication via the app rather than personal phone numbers.

App-to-app calling for ride sharing

Safety and anonymity are top priorities for both passengers and drivers who participate in ride sharing. A voice SDK allows you to implement a solution that gives you the convenience of in-app communication with the added advantage of cost efficiency (it is usually free for a customer to call the driver or customer support over the internet versus over a phone line).

App-to-app calling for freelancing and recruitment platforms

App-to-app voice calling powered by a voice SDK enables applicants or freelancers to communicate with recruiters or other HR staff directly on your platform. This avoids off-platform transactions by providing an omnichannel experience that can even include video interactions for candidate interviews or identity verification.

App-to-app calling for e-commerce and on-demand services

Whether your marketplace sells products or services (such as handyman, tutoring, or maid services), app-to-app voice calls are a great way to make it more convenient for buyers and sellers to connect, communicate, and clarify transactions without leaving your platform. This can help reduce costs, improve the customer experience, and boost sales.

App-to-app calling for online dating

When it comes to online dating, data privacy is paramount for ensuring user safety. By implementing app-to-app calling using a voice SDK, you can give your users the reassurance of privacy while allowing them to deepen their connection over in-app voice calls — all without leaving your platform.

App-to-app calling for fintech

An in-app voice call function on a fintech platform gives customers access to immediate assistance when needed, while also providing the customer service representative with an added layer of identity verification. After all, the person calling via the app would have had to first successfully log into their user account. Moreover, with the rise of fintech app development, integrating such voice features becomes even more crucial to ensure seamless user experiences and maintain trust.

Why choose 8x8's App-to-App Calling for your mobile app?

The 8x8 advantage is that the 8x8 App-to-App Calling service offers both customer engagement and product development benefits. This includes:

  • Added privacy: 8x8 App-to-App Calling generates dynamic display names during app-to-app calls that mask personal phone numbers, guaranteeing user anonymity while helping you comply with personal data protection laws.
  • Better security: In-app calling keeps users on your platform, helping to reduce the risk of fraud or revenue loss that may stem from off-platform transactions.
  • Higher quality & reliability: 8x8 App-to-App Calling delivers reliable connections and exceptional call quality using our proven 8x8 technology and a private VoIP network.
  • Greater Cost efficiency: By relying on VoIP rather than physical phone networks, 8x8 App-to-App Calling offers cost optimization. We take this up a notch with transparent billing to help businesses reduce operational costs without compromising on quality.
  • Easier implementation: We provide straightforward, step-by-step instructions for using the 8x8 Voice SDK on both iOS and Android to integrate 8x8 App-to-App Calling in your application.

The bottom line: customer experience is more important than ever

Now, more than ever, delivering great experiences should be a key strategy for every business. Research by PwC supports this perspective: 73% of customers indicate that experience is an important factor in their purchasing decisions. Amid the fast-moving nature of the world today, it’s commonly accepted that the top factors that contribute to a great experience are convenience and speed. Therefore, companies that can offer both stand to benefit the most. By implementing app-to-app calling using a voice SDK, your customers can connect with support staff or other users anonymously, securely, and directly from their app.

Are you ready to start improving your customer support services? Contact us to learn more about 8x8 App-to-App Calling and how the 8x8 Voice SDK can help you improve customer satisfaction.