By Christopher Carey
Publication Date: 2025-12-01 09:38:00
As customer expectations continue to rise across digital channels, companies are under increasing pressure to deliver seamless, context-rich and proactive experiences.
However, many companies still rely on traditional automation systems that struggle to meet these needs.
Rigid IVR workflows, generic chatbot scripts, and siled customer data often create more frustration than benefit, causing customers to repeat themselves and brands to lose control of the customer journey.
Accordingly Gaurav Anand, Vice President and Head of Customer Interaction Suite at Tata Communicationsmany companies suffer from what he calls the “black hole of the customer journey” – a gap where context and customer history fall through the cracks, leading to flawed experiences and unnecessary friction.
“Think about a typical bank interaction,” says Anand.
“A customer fills out a loan application online, then calls the contact center for assistance, and is then asked…
