Unlocking Hyper-Personalization: The Role of AI in Orchestrating Omnichannel Journeys
By: Praveen Singh, Co-Founder and CEO of Tubelight Communications
Every company today talks about personalizing the customer experience. Yet, if you ask customers, many will say the same thing: they don’t feel understood. Messages reach them all the time, but very few actually speak to them.
In a world overflowing with communication, attention has become rare. What people really want is not more messages, but meaningful ones. The kind that shows a brand remembers who they are and what matters to them.
That’s what makes personalization so powerful and so difficult.
The Gap Between Technology and Connection
Over the years, businesses have invested heavily in tools and channels. But somewhere along the way, communication became fragmented. A person might get an offer via email, a follow-up on WhatsApp, and then a call from a customer service team, each without context of the other.
That’s where companies lose trust. When the left hand doesn’t know what the right hand is saying, the brand feels distant, even careless.
The shift now is toward connection. To bring every touchpoint – call, chat, message, and social interaction – into one steady line of communication. When that happens, the experience starts feeling natural again.
It’s not about sending faster responses. It’s about understanding when to speak, when to listen, and how to keep the conversation consistent.
Personalization, the Way It Should Be
The best customer experiences come from businesses that remember one simple truth: technology should assist people, not replace them.
Some practical lessons have stood the test of time:
- Bring everything under one view. It’s easier to understand customers when all their interactions, from purchase to feedback, are visible in one place.
- Use automation carefully. Machines are great at spotting timing and trends. But empathy and tone still belong to people.
- Think in journeys, not silos. Customers don’t move in straight lines. Follow their path, not your process chart.
- Be honest about data. People don’t mind personalization when they trust how their data is handled.
One retail brand in Southeast Asia learned this well. They stopped sending multiple follow-ups and started focusing on relevance. A single, well-timed message performed better than three reminders.
A leading Indian bank also made a simple change: if a customer seemed frustrated during a chat, a live advisor stepped in immediately. That small shift reduced complaints and improved satisfaction. Sometimes, the smallest human gesture matters the most.
The Next Step in Personalization
The future isn’t about bombarding customers with perfectly timed notifications. It’s about anticipating needs naturally. Imagine a travel company that notices a delayed flight and quietly helps rearrange your stay, not as a transaction, but as a gesture.
That’s the direction where customer experience is heading, toward empathy that’s powered by intelligence, not dominated by it.
A Leadership View
For CX leaders, this is a cultural change, not a technical one. Personalization isn’t owned by marketing anymore; it’s everyone’s job. From the way a product is designed to how a customer’s issue is handled later, every part of the business shapes their experience. It’s rarely about one department doing something extraordinary; it’s about everyone pulling in the same direction.
Growth now depends less on the noise we make and more on how closely we listen. A customer can always tell when a brand actually cares, not because it says the right words, but because it shows consistency and attention over time.
At its heart, personalization isn’t a technical project. It’s simply a return to good business sense, knowing your customers, treating them well, and building trust one interaction at a time.
About the Author
Praveen Singh is the CEO and Co-Founder of Tubelight Communications Limited, where he leads innovation in digital customer engagement and communications. With over 15 years of industry experience spanning technology, telecom, brand building, business development, and product management, Praveen has been pivotal in establishing Tubelight as a market leader in Communications Platform as a Service (CPaaS). He drives the development of integrated, AI-assisted customer engagement platforms that transform enterprise-consumer interactions in real time. Under his leadership, the company has achieved rapid growth through cutting-edge products, strategic partnerships, and a commitment to excellence and customer satisfaction. Praveen’s vision continues to shape the future of omnichannel communication solutions.
Website: https://tubelightcommunications.com/
LinkedIn: https://www.linkedin.com/in/praveensinghtubelight
About Tubelight Communications
Tubelight Communications Ltd is a leading Marketing Tech company specializing in empowering businesses with innovative communication building blocks powered by Conversational AI and built-in ML/NLP. Since its founding in 2010, Tubelight has delivered cutting-edge omnichannel communication and automation solutions that enhance customer engagement and business outcomes. The company excels in providing smart cloud platforms for voice calls and SMS with competitive pricing and superior quality, supported by simple HTTP APIs for seamless integration into web and mobile applications.
With a comprehensive portfolio including CPaaS, API integration, IVR, VoIP, Click to Call, advanced analytics, and more, Tubelight enables enterprises to simplify complex client interactions and drive growth. Headquartered in Mumbai, with offices in Noida, Bangalore, and Singapore, Tubelight Communications is committed to offering outstanding customer service, robust infrastructure, and continuous innovation. The company holds a significant market share in India and aims to be the preferred global vendor in messaging and voice communication solutions.
