Large organizations are rapidly adopting AI, voice, and automation in their chat, contact, and digital channels, but their supporting architecture isn't adapting at the same speed. According to Gourav Anand, Global Head of Customer Interaction Suite at Tata Communications, companies are quickly bolting AI onto legacy systems rather than creating a converged architecture.
This mistake means human agents must wrangle disparate tools to piece together information like conversation history, customer context, and previous decisions. In reality, machines and humans don't operate within a common framework; traditional customer response models are linear and human-centric, not omnichannel and intelligent.
Ontrac aims to solve this issue not by automating, but by linking tasks together at the endpoints. This enables a new context-based synchronization approach where AI, applications, and human workers operate on a shared understanding of the customer and business.
Tata Communications' Interaction Fabric provides an orchestration layer that enables a continuous connection between identity, conversation, transactions, and operational data through a context-based architecture. The result is a singular customer experience across all channels—whether on WhatsApp, email, or CRM, all interactions flow uninterrupted and in one seamless experience.