In the rapidly evolving landscape of customer experience (CX), organizations are under relentless pressure to engage customers with speed, context, and intelligence across every channel. Leading this charge in digital customer engagement is Praveen Singh, CEO and Co-Founder of Tubelight Communications Limited. With over 15 years of domain expertise, Praveen has empowered businesses to navigate the complexities of omnichannel CX — harnessing technology, data analytics, and AI to redefine brand-customer relationships.
As the architect of Tubelight Communications’ phenomenal growth, Praveen’s strategic vision has been pivotal in the company’s emergence as a market leader in Communications Platform as a Service (CPaaS). From building robust cloud infrastructure and AI-driven platforms to developing a dynamic suite of messaging, voice, and marketing technology solutions, Tubelight is transforming how enterprises scale meaningful engagement and streamline campaign orchestration.
Enhance Net Promoter Scores
Under Praveen’s stewardship, the company has not only pioneered integrated campaign management for brands across India and beyond but also advanced standards in data privacy, security, and seamless omnichannel experiences. Today, Tubelight stands distinguished for enabling organizations — from fast-growing startups to global brands — to build trust, enhance Net Promoter Scores (NPS), and deliver exceptional, real-time engagement at every customer touchpoint.
In this exclusive CXQuest.com interview, Praveen Singh shares insights on the AI-powered omnichannel imperative, the evolving challenges and opportunities in the Indian trust ecosystem, and what’s next for brands seeking to deliver superlative customer journeys in an age of rapid digital acceleration.
Welcome, Praveen Singh, CEO and Co-Founder of Tubelight Communications Limited.
Q1. Praveen, your journey with Tubelight Communications began over a decade ago. What inspired you to take the entrepreneurial leap into the evolving space of customer engagement and digital communications?
PS: When I started out in 2011, A2P SMS was still new and evolving, and I could see there was a lot more that could be done with it. Using third-party tools early on showed me very quickly that we would always be restricted if we didn’t build our own technology. That pushed me to take the leap and create something that wasn’t just about sending messages, but about bringing voice, social channels, and automation together in a meaningful way. That idea is what set Tubelight Communications in motion.
Q2. For readers less familiar with Tubelight, how would you describe your company’s mission and the core values that shape your approach to client partnerships?
PS: Our mission is simple: make it easy for businesses to manage their customer interactions from the first touchpoint to the last. We rely on straightforward values – trust, honesty, and consistency. I’ve always believed that if you want long-term partnerships, you have to be transparent about how you work, especially around quality and security. We customise a lot because every client is different, and we want them to feel we’re growing alongside them, not just supplying a product.
Defining Milestones
Q3. Looking back, what have been some of your proudest moments or defining milestones as CEO and Co-Founder?
PS: One of the biggest moments for me was when we finally moved away from outside tools and launched our own messaging platform. That changed how we saw ourselves as a company. Building our Contact Center Suite, 1iNbox, and our WFA engine from scratch are milestones I’m personally proud of because each of them represents years of effort, experimentation, and belief in our direction.
AI-Powered Omnichannel CX
Q4. Let’s talk about AI-powered omnichannel CX. Why do you believe it has become an imperative for modern brands, especially in India’s diverse market?
PS: India is incredibly diverse, and while expectations differ across regions, everyone wants convenience and clarity. Brands can’t manage that with disconnected systems. They need everything working together, or the experience suffers. Automation helps with speed and cost, but what really matters is continuity. Our focus has been to ensure customers can shift between channels such as chat, voice, WhatsApp; without losing the thread of the conversation. That seamlessness is what customers remember.
Q5. How is Tubelight Communications’ product suite — especially your proprietary cloud platform and advanced analytics — driving measurable improvements in customer satisfaction and NPS for your clients? Can you share a use case or success story?
PS: What helps our clients most is the amount of routine work our platform takes off their teams. Once reminders, follow-ups, and renewals run automatically, customers get quicker responses and teams have more time for meaningful interactions. A good example is an insurance client we worked with. We set up a simple renewal flow with payment links, and only customers who didn’t respond were pushed to the call centre. Renewals improved, workload came down, and the communication felt smoother for everyone.
Q6. Data privacy and customer trust are critical themes today. How is Tubelight navigating India’s evolving data privacy regulations while balancing innovation and compliance?
PS: For me, data security has always been about basic discipline. From the early days, we put processes in place so nothing slips through the cracks. We get outside audits done regularly, follow the standards we’ve committed to, and keep our internal access tight. It’s not fancy; it’s just doing the right things consistently so clients know their data is handled responsibly.
Customer Journey
Q7. In what ways do you see Conversational AI, ML/NLP, and programmable APIs transforming everyday customer journeys over the next 2-3 years?
PS: I feel the next few years will make customer interactions quicker and more sensible. Systems will have enough insight to act at the right moment instead of waiting for a customer to push things forward. Better connections between internal tools will make responses cleaner and more accurate. And on the agent’s side, technology will simply help them do their job with less back-and-forth, so they can focus on the actual conversation instead of hunting for information.
Q8. For organizations seeking to empower their teams, what leadership practices and values do you prioritize to cultivate creativity, collaboration, and service excellence within Tubelight?
PS: Inside the company, I try to keep things straightforward. I’ve always felt that people work their best when they’re trusted and not micromanaged. I encourage the team to speak openly, question things, and experiment. We don’t believe in too much hierarchy; if someone has an idea, it’s welcome on the table. When people feel heard, they naturally collaborate and push for better outcomes without being told.
Strategic Partnerships
Q9. How do you envision the role of strategic partnerships — both local and global — in enhancing your offerings and expanding Tubelight’s market reach?
PS: Partnerships matter a lot to us because the market has grown too big and too fast for any one company to do everything alone. We stay close to carriers to keep our quality where it needs to be. At the same time, we integrate with our clients’ systems because that’s the only way to make our product really useful in their setup. And we rely on regional and international partners when we step into new areas because they understand the ground better than we do. It’s very practical; we succeed faster when we work with the right people.
Omnichannel Customer Engagement
Q10. What are some of the most significant trends shaping the future of omnichannel customer engagement, and how is Tubelight positioning itself to help clients stay ahead?
PS: Customer engagement is moving toward more personal, more natural, and more seamless interactions. People don’t want to repeat themselves or jump between disconnected systems. That’s why we’re strengthening our automation tools and focusing heavily on continuity across channels. With 1iNbox, the aim is simple: keep the conversation intact no matter where the customer goes. And with channels like WhatsApp and RCS becoming richer, brands can actually serve and sell in the same place, which is where everything is heading.
Q11. As digital transformation accelerates, what advice would you give to brands aspiring to deliver superlative, AI-assisted customer experience across every channel?
PS: My advice is to start by unifying customer data. Without that, you can’t personalise anything properly. Give your agents a complete view of each customer so they can respond with clarity and empathy. And let automation handle repetitive queries so your team can focus on situations that actually need human attention. This balance is what improves both efficiency and customer loyalty.
Q12. What’s next on the innovation roadmap for Tubelight Communications and for you personally as a leader in the CX and digital communications space?
PS: Going ahead, we’re focused on strengthening the platform and tightening the trust behind it. We’re improving the parts of our system that handle automation and intelligence, and we’re working steadily toward completing SOC 2 Type 2. On my end, I’m spending more time on building the team and keeping the culture stable as we grow. That’s where most of my focus is right now.
Closing
Praveen Singh’s leadership style blends deep technical expertise with an unwavering commitment to customer outcomes, positioning Tubelight Communications as a north star for AI-powered engagement and innovation in India’s MarTech ecosystem. His passion for empowering teams and forging trusted client relationships is evident not only in Tubelight’s continued growth but also in its reputation as a trusted advisor and partner to brands seeking agile, scalable, and secure communication solutions.
As companies face the new realities of the digital age — characterized by rising customer expectations, proliferating channels, and tougher privacy norms — pioneers like Praveen are laying the groundwork for a future where technology and human insight converge. Tubelight’s full-stack approach and relentless focus on excellence offer a compelling blueprint for any enterprise that seeks to thrive in the customer experience economy.
This conversation with Praveen reaffirms that visionary leadership, powered by intelligent technology, can redefine what is possible in CX. Tubelight’s story is one of continual reinvention and client-centricity — inspiring for anyone navigating the dynamic intersection of technology, trust, and transformative customer engagement.
