In a recent conversation with CIO&Leader, Mohit Jamwal, VP- Solution strategy and Product Marketing at Exotel outlined how customer engagement technology has evolved through distinct phases over the past decade. As enterprises integrate AI into their communication systems, Exotel’s experience highlights both the opportunities and implementation challenges facing businesses today.
Customer engagement technology has evolved from basic communication channels to AI-powered conversation systems. Exotel, having navigated this transition over 14 years, provides a case study in how integrated platforms are being deployed to bridge enterprise silos and create more contextual customer interactions.
The integration of AI into customer engagement systems is changing how enterprises communicate with consumers. Mohit Jamwal discusses this evolution and the company’s approach to combining communication platforms, contact centers, and artificial intelligence into cohesive solutions for the modern business environment.
“Enterprises no longer need multiple partners for their communication needs,” explains Jamwal. “Our integrated approach provides a single solution that addresses the entire customer engagement journey.” This integration comes at a critical time, as research from Gartner suggests that by 2025, 40% of customer service organizations will become profit centers by becoming de facto leaders in digital business transformation.
The Three Phases of Customer Engagement
Jamwal articulated a compelling framework for understanding the evolution of customer engagement technology, dividing it into three distinct phases:
- “Reach Me” Era: Basic communication channels like calls and messages
- “Serve Me” Era: Rise of sophisticated contact centers during the pandemic
- “Know Me” Era: Current post-GenAI phase focusing on deep customer understanding
This evolution reflects broader industry trends, with McKinsey reporting that companies that excel at personalization generate 40% more revenue from those activities than average players.
Hyperpersonalization: Breaking Down Enterprise Silos
One of the most significant challenges enterprises face is creating truly contextual conversations with customers. Jamwal highlighted how Exotel tackles this through their platform’s ability to observe conversations, extract insights, and create conversational context.
“Instead of bombarding a customer inquiring about education loans with irrelevant credit card promotions, our system ensures they receive content specific to their expressed needs,” Jamwal illustrated. This approach aligns with consumer expectations, as 71% of consumers expect companies to deliver personalized interactions, according to McKinsey’s research.
Agentic AI: The Future of Business Automation
Perhaps most intriguing was Jamwal’s discussion of agentic AI, which he defined as systems capable of integrating with backend data, performing reasoning, and concluding transactions to achieve specific business objectives.
“Imagine a bot that can negotiate loan interest rates or handle complex logistics processes like address changes and shipment tracking,” Jamwal explained. While still emerging, agentic AI is showing particular promise in sectors like BFSI and logistics, with IDC predicting that by 2026, 30% of enterprises will use AI agents to augment and eventually replace some knowledge workers.
Human-AI Collaboration: Augmentation, Not Replacement
Despite the rapid advancement of AI technologies, Jamwal was emphatic about the continued importance of human agents. “AI will act as an assistant rather than a replacement, particularly for complex transactions requiring empathy and nuanced understanding,” he stated.
Exotel has implemented a “human in the loop” concept where agents can monitor bot conversations and intervene when necessary. This hybrid approach reflects industry best practices, with Deloitte finding that companies implementing human-AI collaboration models see a 2-3x improvement in customer satisfaction compared to AI-only solutions.
Strategic Expansion and Security Focus
Looking ahead, Exotel is pursuing aggressive expansion into emerging markets in the Middle East and Southeast Asia, with offices already established in Saudi Arabia and UAE. Jamwal noted that the Indian market itself is rapidly evolving in its approach to customer experience.
Security remains paramount, with Jamwal highlighting Exotel’s PCI-DSS and ISO certifications, alongside features like number masking and data encryption. This focus on security is timely, as IBM’s Cost of a Data Breach Report 2023 found that the average cost of a data breach in India reached $2.8 million.
Advice for AI Adoption
For enterprises hesitant about AI adoption, Jamwal offered pragmatic guidance: start small, focus on measurable ROI, and gradually expand. He also emphasized the importance of proper configuration and guardrails when implementing AI solutions.
“Many so-called AI ‘loopholes’ stem from how the technology is configured rather than inherent flaws in the technology itself,” Jamwal clarified, suggesting that clear objectives and appropriate guardrails are essential for successful implementation.
As businesses navigate the complex landscape of AI-driven customer engagement, Exotel’s journey offers valuable insights into how enterprises can leverage technology not just to reach customers, but to truly understand and serve them in increasingly personalized ways.