This document, created in partnership with Microsoft Azure, explores how conversational messaging transforms customer experience. It explains why customers prefer messaging over calls and emails, and how businesses can meet these expectations through always-on, personalized conversations. The ebook details the role of WhatsApp and other chat apps in enabling seamless omnichannel journeys, supported by cloud scalability, security, and AI-powered automation. Real-world case studies show measurable improvements in conversion rates, lead generation, and customer satisfaction. The report also highlights benefits such as reduced operational costs, faster response times, and improved data insights. Overall, it positions conversational CX as a critical strategy for engagement, retention, and growt

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