In this exclusive interview, Praveen Singh discusses how Tubelight Communications leverages AI and an omnichannel approach to deliver seamless, context-aware customer experiences. From enhancing NPS and first-contact resolution to ensuring data privacy and API-first integrations, Tubelight is helping brands build trust, scale conversations, and stay ahead in the evolving CPaaS landscape.
IT Voice- Why is an AI-powered omnichannel approach no longer optional but essential for modern brands?
Praveen Singh- Over the last few years, customer behaviour has changed dramatically. People no longer stick to one channel; they might start with a WhatsApp message, follow up with an email, and if that doesn’t resolve the issue, they’ll call directly. From a brand’s point of view, this creates multiple disconnected touchpoints. If you don’t connect those dots, the experience feels broken. Customers hate repeating themselves, and honestly, that’s where trust erodes.
AI plays a very practical role here. It allows us to detect intent quickly, keep the context of a conversation alive across channels, and ensure queries are routed to the right agent or automated system without delay. For example, an e-commerce customer asking about delivery should not be treated as a fresh case every time they switch from chat to call. AI stitching makes that continuity possible. In today’s environment, that is not a luxury; it is essential.
IT Voice- Can you share how Tubelight Communications’ product suite helps brands deliver measurable improvements in customer experience and NPS?
Praveen Singh- Customer experience isn’t a buzzword; it’s something that should show up clearly. We’ve made it a point to ensure customer experience is treated as a measurable metric. If you can’t measure, you can’t improve. Our product suite spans SMS, WhatsApp, voice, and a contact-centre platform, all built on APIs, which means every interaction generates data. We track metrics such as first-contact resolution, average handle time, drop-offs and of course, NPS.
IT Voice- With data privacy becoming increasingly critical, how is Tubelight Communication addressing regulatory and customer trust challenges in India?
Praveen Singh- At Tubelight Communications, we’ve taken the view that privacy has to be embedded into the platform itself, not added on later. Some of the measures we’ve already operationalised include number masking, encrypted communications, and consent-driven opt-ins. These sound technical, but they solve very real problems. For example, when a customer talks to a support executive, neither party should have to expose their personal number.
IT Voice- What tools or innovations are most impactful in driving consistent CX excellence?
Praveen Singh- To drive consistent CX excellence, it is important to keep three things in mind: practical conversational AI that helps agents respond faster and more accurately; secondly, seamless omnichannel continuity so context isn’t lost when a customer moves from chat to voice; and lastly, real-time dashboards that flag issues as they happen. At Tubelight, we’ve built these into our suite in an API-first way, which means enterprises don’t have to rip out existing systems; they can plug these capabilities into CRMs, ticketing tools, or custom platforms and start closing the experience gaps immediately.
IT Voice- What are the biggest trends shaping the future of customer engagement and CPaaS? What is your vision for Tubelight Communications in this evolving landscape?
Praveen Singh- The biggest trend, which is no longer experimental, is conversational AI moving from pilots to production. Brands are actually deploying hybrid bot-human models in customer service and marketing, and they’re seeing results. Second, the API economy is reshaping CPaaS. Enterprises no longer want siloed solutions; they want programmable building blocks they can stitch into their own IT systems. Third, compliance and data security have moved to centre stage. In fact, we increasingly see clients selecting communication partners based as much on privacy posture as on delivery rates.
Our vision is shaped by these shifts and we aim to be the bridge between enterprise IT systems and customer engagement. For us, the future of CPaaS is about enabling conversations that are contextual, secure, measurable and ensuring brands can scale those conversations with confidence.
