In an interaction with Digital CIO, Praveen Singh, Co-Founder & CEO, Tubelight Communications, discusses role of AI-powered omnichannel integration in achieving seamless customer experiences. He talks about how Tubelight Communications’ product suite helps brands deliver measurable improvements in CX and NPS.
Q. 1: How has AI-Powered omnichannel integration become a business imperative for today’s brands?
Praveen Singh: The way people connect with brands today is rarely linear. A chat may start on WhatsApp, shift to an SMS for confirmation, and then move to a live call. Customers jump between channels as per their convenience. If each of these touchpoints works in isolation, the customer is forced to repeat their story, which makes the experience frustrating. We work to eliminate that gap. Our approach connects every channel into a single, uninterrupted journey, so the conversation flows naturally, no matter where it starts or continues. AI helps us make this possible—it quickly understands customer intent, manages compliance requirements like DLT, and keeps sensitive data secure. In a market as large and tightly regulated as India, the question is no longer if brands should embrace AI—it’s how soon they can make it part of their day-to-day operations. Those who move quickly are the ones able to solve problems on the spot, strengthen customer trust, and build loyalty that lasts well beyond a single interaction.
Q. 2: How do brands deliver measurable improvements in CX and NPS with Tubelight Communications’ product suite?
Praveen Singh: Tubelight Communication’s Product Suite – Driving Measurable CX & NPS Improvements
When we began building our suite, the idea was never to stack features just for the sake of having more. We wanted to create tools that genuinely improve customer satisfaction in ways you can measure. With our platform, a customer may choose to reach out on WhatsApp, web chat, RCS, Instagram, Facebook, or even a voice call — and then continue the same conversation on whichever channel is most convenient for them. For the agent, having the full journey in front of them changes everything. They can see the context right away, resolve issues faster, and save the customer from repeating the same story. AI plays a supporting role here—it handles the routine stuff before it ever reaches a person, and when it does, it gives agents the cues they need to reply quicker and with more precision. But conversations are only one piece of the puzzle. We’ve added proactive touchpoints too—things like voice broadcasts, Google Business Messages, and secure authentication—so brands can reach out in smarter ways, not just react.
Q. 3: How is Data Privacy & Trust Landscape is evolving in India?
Praveen Singh: Data privacy has moved to the center of business conversations, with new data protection rules taking effect. Companies can no longer treat it as optional; they must re-examine the way they gather, manage, and use customer information. Every commercial message has to go through pre-approved headers and templates, and you can see why brands are anxious. Our approach has been to build these checks into the platform itself so clients don’t have to worry about it separately. They can manage consent across different channels, rely on approved templates, and even block unnecessary access to personal data at the agent level. In a country where trust can be lost overnight, compliance isn’t just about avoiding penalties; it’s about protecting the relationship between a brand and its customer.
Q. 4: What innovative tools and modules have you released to empower brands for superlative customer experience?
Praveen Singh: Great customer experience is really about three simple things: how fast you respond, how relevant your reply is, and whether the customer feels safe. We’ve designed Tubelight Communications to deliver and address, and enhance the customer experience. With our APIs and ready-to-use modules, brands can launch new journeys almost instantly, like onboarding flows or proactive alerts. AI makes sure that the repetitive queries are quickly taken care of and cross-channel orchestration ensures that the customer doesn’t repeat themselves when they switch from chat to call. And security features like verified messaging and OTP checks give peace of mind during critical transactions.
Q. 5: What, according to you, are the trends shaping customer experience?
Praveen Singh: Even though rich messaging on RCS and WhatsApp is growing fast, SMS will remain the backbone for critical alerts and authentication. Also, there will be more brands focusing on proactive engagement; they won’t just wait for a problem. They would rather reach out first to provide better services. Interestingly, compliance is starting to play a positive role, too. At Tubelight Communications, that’s exactly the path we’re on.
