EDITOR ’ S QUESTION

MAURO CAROBENE , VP AND HEAD OF CUSTOMER

INTERACTION SUITE , TATA COMMUNICATIONS

As consumer expectations grow , companies must deliver personalised , efficient and secure experiences to maintain a competitive edge . And leaders understand this . According to our research in partnership with HBR Analytics Services , 92 % of leaders believe every interaction impacts customer experience ( CX ) and 93 % agree that CX impacts the organisation ' s ability to succeed .

Five key trends set to transform customer engagement , helping businesses unlock new opportunities for growth and loyalty are :

1 . Streamlined shopping with Conversational AI

Conversational AI is revolutionising the way businesses interact with customers , merging convenience with security . Unified and encrypted channels such as WhatsApp are leading the charge , streamlining the customer journey from product discovery to payment and post-sales support .

Ninety-six per cent of users believe that businesses that use chatbots take good care of their customers , according to a survey by Tidio . In addition to AI bots , automation is expanding its adoption to other use cases as well , including programmable interactions and AI-driven data insights . Together , these will bring significant time and cost savings for both consumers and the brands .

Brands need to offer intuitive , round-the-clock engagement , powered by AI-driven automation that can answer queries , process payments , and resolve issues in real time . For example , WhatsApp ’ s end-toend messaging , encryption and integrated payment systems ensure a safe and seamless transaction experience , even for complex purchases .

By analysing customer behaviour and buying patterns , businesses can tailor interactions to individual preferences , fostering loyalty and trust . This trend is especially valuable for e-commerce and retail businesses , where personalised recommendations and smooth transactions can significantly boost conversion rates .

That ’ s where our Kaleyra AI portfolio comes in . Designed to integrate effortlessly with communication channels and live agent interfaces , Kaleyra AI , provides advanced features that allow users to leverage conversational generative AI to provide a competitive edge through streamlined , personalised and highly engaging customer interactions .

2 . Data-driven insights will boost hyper-personalised interactions

The demand for hyper-personalisation is greater than ever , as customers increasingly expect interactions that cater to their specific needs and preferences . Artificial intelligence enables businesses to go beyond basic personalisation by analysing customer profiles , purchasing histories , and behavioural patterns to deliver highly relevant recommendations . Voice assistants and chatbots are central to this

evolution . They not only provide tailored suggestions

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