{"id":76691,"date":"2025-12-01T09:38:41","date_gmt":"2025-12-01T09:38:41","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=76691"},"modified":"2025-12-01T16:17:36","modified_gmt":"2025-12-01T16:17:36","slug":"beyond-automation-harnessing-agentic-and-voice-ai-for-seamless-customer-journeys-tatacommunications-cs-0056","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/beyond-automation-harnessing-agentic-and-voice-ai-for-seamless-customer-journeys-tatacommunications-cs-0056\/","title":{"rendered":"Beyond Automation: Harnessing Agentic and Voice AI for Seamless Customer Journeys"},"content":{"rendered":"

As customer expectations continue to rise across digital channels, businesses are under growing pressure to deliver seamless, context-rich\u00a0and proactive experiences.\u00a0<\/span>\u00a0<\/span><\/p>\n

Yet many organisations still rely on traditional automation systems that struggle to meet these demands.\u00a0<\/span>\u00a0<\/span><\/p>\n

Rigid IVR flows, generic chatbot scripts and siloed customer data often create more frustration than value, leaving customers repeating themselves and brands losing control of the customer journey.<\/span>\u00a0<\/span><\/p>\n

According to Gaurav Anand, VP and Head of Customer Interaction Suite at Tata Communications<\/strong>, many companies suffer from what he calls the \u201ccustomer journey black hole\u201d \u2013 a gap where context and customer history fall through the cracks, resulting in broken experiences and unnecessary friction.<\/span>\u00a0<\/span><\/p>\n

\u201cThink about a typical banking interaction,\u201d Anand says.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cA customer fills in a loan application online, then calls the contact centre for support, only to be asked to provide the same information again.\u00a0It\u2019s\u00a0no surprise that customers become frustrated.\u00a0<\/span>\u00a0<\/span><\/p>\n

The consequence isn\u2019t just dissatisfaction \u2013 92 percent of customers say they\u2019ll leave a brand after two or more poor experiences.<\/span><\/p><\/blockquote>\n

The Limits of Traditional Automation<\/span><\/b>\u00a0<\/span><\/h2>\n

Even as businesses invest in automation to manage scale, traditional systems are increasingly showing their age.\u00a0<\/span>\u00a0<\/span><\/p>\n

Script-based chatbots struggle to interpret nuanced intent.\u00a0<\/span>\u00a0<\/span><\/p>\n

IVR systems force customers into predefined paths that rarely reflect what they\u00a0actually want.\u00a0<\/span>\u00a0<\/span><\/p>\n

And behind the scenes, data\u00a0remains\u00a0fragmented across CRM systems, ticketing platforms, and communication channels.<\/span>\u00a0<\/span><\/p>\n

\u201cLegacy automation solves tasks, not outcomes,\u201d Anand explains. \u201cIt might complete a form or look up an account, but it\u00a0doesn\u2019t\u00a0understand the end goal of the interaction. It\u00a0doesn\u2019t\u00a0collaborate with other systems.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cIt\u00a0doesn\u2019t\u00a0adapt when the customer deviates from the script.\u00a0Ultimately, it\u00a0can\u2019t\u00a0orchestrate a full journey.\u201d<\/span>\u00a0<\/span><\/p>\n

As customer journeys become more complex and decentralised, these limitations are becoming untenable.\u00a0<\/span>\u00a0<\/span><\/p>\n

Organisations are now looking for a more intelligent and adaptive approach that can engage customers in real time,\u00a0maintain\u00a0continuity, and drive tangible results.<\/span>\u00a0<\/span><\/p>\n

Agentic AI in Action<\/span><\/b>\u00a0<\/span><\/h2>\n

This is where agentic AI comes into play.\u00a0<\/span>\u00a0<\/span><\/p>\n

Unlike traditional automation, agentic AI is built around autonomous, outcome-driven agents that can reason,\u00a0collaborate\u00a0and take contextual decisions.\u00a0<\/span>\u00a0<\/span><\/p>\n

These agents can be trained for specific use cases such as cart abandonment recovery, KYC completion, proactive service\u00a0notifications\u00a0or multi-step issue resolution. This helps brands transition from basic automation to autonomous actions and AI decisioning.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cAgentic AI is purpose-built,\u201d Anand says. \u201cEach agent understands the goal it needs to achieve, but it also knows how to work with other agents throughout the journey.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cSo\u00a0you may have one agent focused on customer onboarding, another handling verification, and another coordinating follow-ups \u2013 all sharing context in the background.\u201d<\/span>\u00a0<\/span><\/p>\n

This type of orchestration is increasingly essential for large enterprises. In e-commerce, for example, an agentic AI flow can detect a customer abandoning a cart, trigger hyper-personalised reminders across SMS,\u00a0WhatsApp\u00a0or email, and follow up based on engagement. If the customer expresses confusion or dissatisfaction, the agent can switch channels or escalate to a human agent with full context.<\/span>\u00a0<\/span><\/p>\n

\u201cYou\u2019re no longer relying on one-size-fits-all automation,\u201d Anand adds.\u00a0<\/span>\u00a0<\/span><\/p>\n

You\u2019re creating a dynamic loop that adapts to each customer\u2019s needs and behaviours.<\/span><\/p><\/blockquote>\n

Voice AI: Transforming Real-Time Interactions<\/span><\/b>\u00a0<\/span><\/h2>\n

The rise of\u00a0<\/span>voice AI<\/span><\/a>\u00a0is taking things a step further.\u00a0<\/span>\u00a0<\/span><\/p>\n

Advanced speech-to-speech models now enable natural, human-like interactions that go far beyond traditional voice bots.\u00a0<\/span>\u00a0<\/span><\/p>\n

These systems can understand real intent, detect emotion, and respond conversationally \u2013 making voice channels significantly more efficient and engaging.<\/span>\u00a0<\/span><\/p>\n

\u201cFor many customers, voice is still the channel of choice,\u201d Anand notes.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cBut the experience has often been painful because legacy IVR is so restrictive. With voice AI, customers can speak normally and get real-time problem solving without navigating menus or waiting for an agent.\u201d<\/span>\u00a0<\/span><\/p>\n

Tata Communications is seeing growing demand for voice AI in sectors such as banking, utilities,\u00a0retail\u00a0and travel, where customers\u00a0frequently\u00a0need rapid support with complex queries.\u00a0<\/span>\u00a0<\/span><\/p>\n

When combined with agentic AI, voice agents can collaborate with other AI systems, retrieve information, complete\u00a0tasks\u00a0and escalate with full context when human support is\u00a0required.<\/span>\u00a0<\/span><\/p>\n

\u201cThe beauty of voice AI is that it doesn\u2019t break the flow,\u201d Anand says. \u201cIf an escalation is needed, the human agent gets the full transcript, sentiment\u00a0analysis\u00a0and journey history. The customer never has to start again.\u201d<\/span>\u00a0<\/span><\/p>\n

A Unified Approach<\/span><\/b>\u00a0<\/span><\/h2>\n

Tata Communications has integrated these capabilities into a unified platform that connects multiple AI agents, voice systems and human support teams through powerful APIs and data connectors.\u00a0<\/span>\u00a0<\/span><\/p>\n

The goal is to create a single interaction fabric that ensures continuity across every channel.<\/span>\u00a0<\/span><\/p>\n

\u201cWhen an AI agent hands over to a human, or vice versa, all context is preserved,\u201d Anand explains.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cThis is critical. If customers\u00a0have to\u00a0repeat themselves, the customer feels unheard and the journey becomes painful. Our platform eliminates that friction by ensuring that every agent \u2013 human or AI \u2013 understands the full picture.\u201d<\/span>\u00a0<\/span><\/p>\n

The company has already seen strong results.\u00a0<\/span>\u00a0<\/span><\/p>\n

One electric vehicle brand achieved a 25 percent increase in customer follow-through after deploying agentic AI-driven outreach.\u00a0<\/span>\u00a0<\/span><\/p>\n

A large e-commerce marketplace reduced return-to-origin orders by 45 percent following the introduction of AI-powered WhatsApp workflows.<\/span>\u00a0<\/span><\/p>\n

\u201cThese are not incremental improvements,\u201d Anand highlights. \u201cThey are major operational gains driven by intelligent automation that understands the customer\u2019s intent.\u201d<\/span>\u00a0<\/span><\/p>\n

Human-First, Outcome-Driven CX<\/span><\/b>\u00a0<\/span><\/h2>\n

Despite the advances in AI, Anand emphasises that human\u00a0expertise\u00a0remains\u00a0essential.\u00a0<\/span>\u00a0<\/span><\/p>\n

Tata Communications\u2019 approach is intentionally hybrid \u2013 using AI to handle repetitive tasks, streamline journeys and\u00a0provide\u00a0real-time insights, but ensuring humans\u00a0remain\u00a0central to complex, high-empathy interactions.<\/span>\u00a0<\/span><\/p>\n

\u201cThe best CX strategy is human-first,\u201d he says. \u201cAI should enhance human capability, not replace it. When AI and humans collaborate, you deliver outcomes that are personalised, proactive and genuinely valuable.\u00a0That\u2019s\u00a0the future of customer experience.\u201d<\/span>\u00a0<\/span><\/p>\n

As enterprises look to modernise their digital engagement, agentic AI and voice AI are\u00a0emerging\u00a0as critical technologies that can close the customer journey black hole and deliver the seamless, context-aware experiences customers expect.<\/span>\u00a0<\/span><\/p>\n

\n

To explore how your organization can overcome the customer journey black hole and create seamless, unified experiences, contact\u00a0<\/span><\/i>Tata Communications<\/span><\/i><\/a>\u00a0to learn more about their integrated CX platform capabilities.\u00a0\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

As customer expectations continue to rise across digital channels, businesses are under growing pressure to deliver seamless, context-rich\u00a0and proactive experiences.\u00a0\u00a0 Yet many organisations still rely on traditional automation systems that struggle to meet these demands.\u00a0\u00a0 Rigid IVR flows, generic chatbot scripts and siloed customer data often create more frustration than value, leaving customers repeating themselves […]<\/p>\n","protected":false},"author":11497,"featured_media":76694,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850],"class_list":["post-76691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","tag-artificial-intelligence","tag-ccaas","tag-chatbots","tag-customer-engagement-platform","tag-omni-channel","brands_to_track-tata-communications","editorial_type-interview","intent-discovery","target_audience-enterprise-buyer"],"acf":[],"yoast_head":"\nBeyond Automation: Harnessing Agentic and Voice AI for Seamless Customer Journeys - 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