This playbook explains how businesses can design, deploy, and scale conversational experiences that feel natural, contextual, and customer-centric. It positions conversation as the foundation of modern customer experience, emphasizing real-time, two-way interactions over static campaigns. The document outlines key components such as intent recognition, channel orchestration, AI-powered chatbots, and seamless handover to human agents. It highlights how conversational CX improves engagement, reduces friction, and increases loyalty across the customer lifecycle. Practical frameworks and real-world examples show how brands can move from transactional messaging to relationship-driven conversations that deliver measurable business outcomes.

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