Research released by Ovum argues that an increase in the influx of customer communication, from phone calls to text messages, emails and tweets, have necessitated a shift towards integrated communications and customer management.
Organisations will have to embrace this if they want to drive employee productivity and improve customer experience, said the firm.
The white paper, entitled 'Gaining Competitive Advantage with Intelligent Communications', examines how organisations can exploit intelligent communications to drive productivity, improve customer experience, ensure compliance and deliver cost savings.
Steve Haworth, CEO of TeleWare, which commissioned the research, commented: "Organisations must consider using intelligent communications to maintain and strengthen their competitive positioning.
"Not only that, it can enable them to realise the strategic benefits that would otherwise require significantly greater investment or large scale communications infrastructure transformation."
The report discussed the benefits of moving to an integrated solution in a modern workplace, including improved employee engagement, businesses agility, process efficiency and improved customer satisfaction.
"It also discusses the leading IT trends for 2014-15, which are focused on data capture, risk management, security, compliance and the continued popularity of bring your own device (BYOD).
"IT departments are under increasing pressure to combine existing resources and infrastructure with emerging technologies, in a seamless, cost-effective and time-effective manner," added Haworth.
"With the increasing popularity of BYOD and smartphones emerging as a key medium for customer service communications, enterprises need to provide appropriate tools to deliver a compelling and well-integrated customer experience via mobile devices to remain competitive."
Saurabh Sharma, Senior Analyst at Ovum, added: "The real value from intelligent communications lies in its ability to bridge the gaps between traditional services, mobile communications, and emerging collaboration applications. This in turn can then support business growth through analysing the captured data.
"Intelligent communications allows enterprises to extract maximum value from their investments in communications infrastructure and collaboration platforms."