Call messaging and automation in an omnichannel world

“Companies are starting to look at customer service in a different way; it is no longer just a necessity, but it is now becoming an aspect to differentiate them from their competitors.” says Arman van Lieshout, Product Owner Conversational AI at

Because companies will see their customer service differently, much will also change in the way companies will communicate with their customers. And then we encounter all new communication channels.

Omnichannel aspect

An important element to consider when improving customer interactions is the increasing range of communication channels. Companies are now also communicating with their customers via WhatsApp, Apple Messages for Business or Facebook Messenger. The number and type of channels that customers operate on is constantly changing, making brands increasingly challenging.

“Customers interact in different ways on different channels, yet they expect the same level of service across all channels. It is the brand’s responsibility to deliver it, by being on the channel the customer prefers,” explains van Lieshout.

What are the most common customer interaction channels right now?

“In terms of popularity, web chat is still the most used channel today, but WhatsApp is not far behind along with RCS, Facebook Messenger and Google Business Messages. It really depends on the options and preferences by region.”

The best way modern companies can optimize their accessibility across channels is by leveraging automation and conversation AI.

The benefits of automating conversations

For brands, automation of conversations has many benefits, both for the customer experience and for the employee experience.

“On the customer side, we are seeing a marked increase in customer satisfaction and loyalty because customers are being served faster,” says van Lieshout. “Customers no longer have to wait and they no longer have to struggle to get the agent to understand their specific issues. So in general, customer issues are resolved more efficiently and require fewer interactions.”

For employees, automation mainly means workload reduction, which has some other positive effects on their experience and efficiency:

“Reducing the workload of customer service staff makes them more optimistic, enthusiastic and productive, which of course also contributes to customer satisfaction,” explains van Lieshout. “In addition, it is usually accompanied by a cost reduction for the company because automation often leads to a more cost-effective way of working.”

Automation is innovation

Interestingly, companies not only leverage call automation to address customer experience challenges or employee productivity challenges. For some brands, the automation of their conversations is an opportunity to innovate in their business.

“Sometimes our customers choose automation, not because they are not happy with what they have now, but because they see that their customer service is a very important part of their business,” says van Lieshout. “We note that these customers greatly challenge us and help us push our own boundaries as a provider of call automation.”

“They are very eager to innovate, and they are very excited about the new opportunities that these technologies bring, which also makes us excited to keep innovating.” helps companies communicate better with their customers through their favorite channels and makes it easy for brands to automate conversations. Learn more about call messaging and automation at

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