When companies deliver on that expectation – connecting with their customers across every touchpoint, they benefit from up to 20% increased customer retention rates. That performance gap applies as much to the small to medium enterprise (SME) as it does to the large enterprise, which matters in a market where SMEs make up over 90% of formalised business and contribute roughly 34% of the gross domestic product.

The problem is that SMEs are sitting with two challenges, limited awareness and the inability to consolidate customer touchpoints across their ecosystems.

They’re handling WhatsApp through personal numbers, managing email through individual inboxes, sending SMS’ through separate platforms and fielding calls through a system that wasn’t designed to connect any of these dots.

The result is fragmented conversations across multiple channels, with no shared history or continuity. If an employee leaves, their WhatsApp history, for example is gone, there is no record or handover, no visibility into previous engagements and no continuity for the customer on the other side.

The 2026 State of Digital Customer Communication Survey found that only 11% of respondents had full integration across their messaging platforms and their customer relationship management (CRM) platform or other core business systems.

This meant 89% of companies are operating with partial to no integration and many are struggling with fragmentation, battling to manage conversations across multiple platforms.

This fragmentation isn’t specific to the SME, but its consequences land hardest on smaller businesses, which carry less capacity to absorb the revenue and reputational cost of a poor customer experience

A medical practice, for example, has the receptionist work through the following day’s appointment list, calling each patient individually to confirm. Some calls are unanswered so some appointments are missed and productive hours are lost.

The same outcome is achievable through an automated WhatsApp to each patient, personalised with their name and appointment time and a one-tap confirmation button.

The practice then becomes more automated by default and processes are simplified, and the patient is reached through a channel they respond to. It also gives the receptionists more time to focus on other admin-related tasks that improve the professionalism of the practice.

The broader principle is applicable across all industries. Take a car dealership, a logistics operation or a financial services provider. The business needs to understand what channels its customers are actually using, what it is trying to achieve by enabling those channels, and whether the underlying data is in a position to support the experience it wants to deliver.

Data needs to be in order and accessible as well as easily located and companies frequently underestimate this step. The ability to automate a customer interaction is only as good as the data feeding it.

A virtual assistant pointing a customer to an unavailable appointment slot or an outdated product offering does more damage than no automation at all. Ultimately, the system has to work because if it frustrates the end customer, it’s going to do more harm than good.

This is where the conversation is now changing for the SME. While a full omnichannel transformation from day one will be overwhelming for the average small business, it is entirely possible to take an incremental approach with one slice of the omnichannel pie at a time.

Most companies are already operating comfortably with email, the next step is SMS, then from there it’s WhatsApp, then video and then more sophisticated automation as the business matures into each of these capabilities.

Every layer builds on the foundation beneath it and the platform beneath these layers needs to carry the weight of what comes next.

The timing is also important. Economic uncertainty is a genuine concern for the SME right now, and even though companies recognise that omnichannel communication will benefit them strategically, technology and tools are a line item they’re reluctant to spend.

However, companies willing to close the gap and incrementally approach the omnichannel can manage both spend and strategic growth simultaneously.

There are solutions in the market designed specifically for the SME, providing the right foundation that allows companies to consolidate communication across channels within their budgets and timeframes.

At a time of growing concerns around privacy and spam calls, organisations need to be systems-ready, while balancing automation with human interaction if they are to maintain customer engagement, and retain and grow their customer bases.

While voice calls used to be the preferred method for business communications, this has changed significantly over the past few years, as voice revenues and volumes have largely plateaued or declined, with traditional telecom voice services facing substantial pressure.

Even mobile communication has seen significant declines, with a considerable portion shifting to Voice over Internet Protocol (VoIP) services, often accompanied by Unified Communications as a Service (UCaaS) features.

In stark contrast, omnichannel communication is experiencing “hockey stick” growth, demonstrating a compound annual growth rate over three years of 54%, illustrating a clear preference among modern customers for multiple options beyond just phone calls when it comes to communicating with organisations.

Automating transactional interactions

To better deal with the growing requirement for omnichannel, organisations are working with partners to develop either fully automated solutions or digital assistants that assist agents during voice and text-based interactions with customers.

The key to success here is understanding the difference between transactional and engagement-based interactions: while automation is highly effective for simple, repetitive tasks (wanting an invoice or statement, or a copy of a policy, for example), human agents remain crucial when it comes to more complex, nuanced matters (such as financial or health-based consultations).

AI tools can make human agents “superpowered”, by offering instant access to previously untapped information, such as summarising policy details or complex terms and conditions. As such, it is more likely that AI will play a major role in augmenting and enhancing the capabilities of human agents, rather than replacing them entirely.

Better quality conversations with customers across channels

Brands are now looking to meet their customers on their channel of choice – or even to have coherent and seamless conversations across multiple channels, and are turning to omnichannel communications to enable these capabilities.

For example, in South Africa, WhatsApp’s widespread adoption is making it a preferred channel for customer engagement, with the potential to significantly reduce traditional call volumes to a contact centre.

While WhatsApp allows businesses to leverage features such as interactive buttons, product catalogues and bots to streamline workflows, answer FAQs, and even manage sales funnels, Meta, WhatsApp’s parent company, has several policies in place to curb misuse and promote high-quality interactions.

Even the upcoming WhatsApp Business Calling feature is designed with controls to prevent spam. Businesses will need to send an approved message template requesting permission to call, and the customer must accept it within 24 hours. Outbound calls will be significantly more expensive for businesses than inbound calls from customers, encouraging targeted and intentional voice engagements within the platform.

And, it’s not only Meta that is giving users more control over the communications that they receive. As an example, new features in Apple’s iOS26 allow users to screen, silence or filter calls from numbers not in their contact list. In addition, proposed regulation changes have shifted the default from “opt-out” to “opt-in” for customer communications, placing the responsibility on the business to obtain consent.

Moving beyond ‘spray and pray’

Key to creating seamless experiences is hyper-personalisation, and this is dependent on rich customer data that is properly segmented, enabling the delivery of highly targeted and relevant messages, rather than outdated ‘spray and pray’ marketing.

Having this level of insight into customers allows brands to anticipate customer needs, rather than just respond to questions, and more organisations are investing in robust Customer Data Platforms – serving as a single source of truth for customer information – to enable such proactive service.

Companies are also adopting an API-first approach to their communications systems: rather than adopting an entirely new platform, they are embedding specific communications capabilities (such as calling, contact information retrieval, or process automation) directly into their existing business applications.

This includes customer relationship management (CRM) systems, which have, over the recent years, evolved into comprehensive enterprise systems incorporating office applications, accounting and analytical tools, making the integration of communication functionality essential for a ‘single pane of glass’ view of customer interactions.

People can make the difference

Experience has shown that people remain the crucial element: while technology accounts for less than 10% of success in contact centres, the remaining 90% comes down to agent behaviour, emotion and motivation.

This means that while automation can handle transactional activities, human agents are crucial where empathy and complex problem-solving skills are required, and organisations will need to invest in upskilling agents to focus on these high-value tasks.

The future of business communications will be a continuous refinement of how humans and technologies combine, with organisations empowering their employees with intelligent tools that allow brands to communicate meaningfully with customers while still respecting their privacy and communication preferences.

It is an evolution rather than a revolution, and organisations can thrive by embracing AI to augment human capabilities, integrating their business systems to enable hyper-personalisation, and – perhaps most importantly – recognising that technology is just a tool, and that investing in people to handle high-value interactions is just as crucial for success.

Recent research shows that at least 46% of local companies are actively piloting Artificial Intelligence (AI).

This trend is observed across industries, as businesses strive to enhance efficiency, expand access to underserved markets and drive innovation.

The impact is evident, particularly in sectors such as finance, retail, healthcare and agriculture, where tangible benefits are emerging.

Notably, AI-driven innovation is fuelling a thriving startup ecosystem in South Africa, especially in fintech, healthtech and digital commerce.

University-led innovation hubs are fostering collaboration and driving new use cases, enabling entrepreneurs and corporates alike to develop solutions for both local and global challenges.

AI and the future of work

As AI adoption accelerates it is reshaping workforce dynamics. While automation raises concerns about job displacement, it is also driving demand for new skill sets.

The growing need for AI engineers, data scientists and digital communication specialists is prompting the rise of upskilling initiatives designed to align the workforce to meet industry needs.

Across industries, AI is proving to be a transformative force, enabling businesses to optimise their operations, enhance customer experiences and drive sustainable innovation.

To unlock its full potential within the South African market, ongoing investment in AI infrastructure, regulatory alignment, and skills development will be essential.

Revolutionising customer service

The adoption of AI-powered chatbots is revolutionising customer service, in terms of how businesses engage with their customers, delivering faster, more intelligent and highly accessible service across multiple channels.

Adoption is gaining traction, particularly in finance, retail, healthcare and government services.

For example, a large local retailer recently deployed a WhatsApp chatbot enabling customers to check promotions, promoting their Mobile Application use, locate stores and enquire about stock availability.

This has resulted in enhanced digital engagement and improved customer convenience. At the same time, leading banks and financial institutions across South Africa are in various stages of AI-powered chatbot deployment, which is transforming use cases from basic FAQs to transactional banking and advanced conversational banking.

As these technologies continue to evolve, their role in enhancing customer engagement and optimising business operations will further solidify their role in South Africa’s digital transformation landscape.

The imperative for omnichannel communication

With AI also transforming omnichannel communication and digital engagement, companies are increasingly investing in these channels to fuel long-term growth.

As this space evolves, continued investment in infrastructure, skills development and regulatory frameworks will be key to sustaining momentum.

Adopting omnichannel communication strategies is no longer a luxury but a necessity for businesses seeking to enhance customer engagement and drive long-term success.

The key lies in understanding the market: who you are serving, what matters to them, and how best to connect with them across multiple touchpoints.

Omnichannel communication fosters a cohesive and engaging customer experience, enhancing relationships and business outcomes.

It allows companies to effectively segment and serve audiences, ensuring seamless interactions across platforms.

By prioritising omnichannel communication, businesses can expand their reach and strengthen connections in a competitive landscape.

AI and communications technology are rapidly converging to create proactive, personalised, omnipresent and secure customer experiences.

The goal is to ensure accessibility across all customer touchpoints, whether voice, video or messaging, while remaining adaptable and data-driven for seamless business integration.

An evolution, not a destination

While these advancements may seem ambitious, the journey toward a fully integrated customer experience is well underway.

Businesses that embrace this evolution now will remain at the forefront of innovation and customer satisfaction.

Implementing chatbots and omnichannel strategies, which improve the user experience, is essential for transforming customer experiences, improving operational efficiencies and driving business growth.

When executed with a “crawl, walk, run” approach, businesses can systematically refine and scale their solutions for optimal impact.

Ultimately, success lies in continuous optimisation and adaptive strategy, making AI-driven communication an evolving journey rather than a fixed destination.

Businesses that prioritise thoughtful implementation will reap long-term engagement and growth benefits.

Implementing an effective omnichannel communication strategy can provide retailers with a distinct edge in the competitive market, but the move can also present significant challenges for businesses operating within the ever-changing landscape of modern retail.

To overcome these hurdles and unlock the full potential of their omnichannel strategies, retailers should look to partner with the right communication technology specialist, invest in the appropriate technology and continually adapt to shifting customer expectation.

Omnichannel communication refers to a customer-centric approach that allows enterprises to integrate various channels and touchpoints to provide a seamless and consistent experience across all interactions with the customer.

A successful omnichannel communication strategy starts with integrating channels, meaning that a retailer must ensure that all communication channels are interconnected, working together to provide a synchronised experience for the customers.

Secondly, it requires personalisation and contextualisation, which entails leveraging customer insights to deliver tailored recommendations and offers.

In addition, customer engagements need to be contextualised, meaningful and targeted.

Lastly, an effective omnichannel approach must include aspects of data integration and analytics to guide decision-making regarding ongoing customer engagements. Data collected from various channels and touchpoints should be integrated into a single platform, enabling the organisation to invest wisely in the channels that exhibit the highest growth and yield the best results.

Difficult to achieve

Attaining a comprehensive omnichannel strategy is often difficult to achieve, due to the high technological complexities involved in its implementation, often becoming a major stumbling block for many businesses.

For example, integrating multiple communication channels and touchpoints can be technically complex, especially in environments where multiple vendors offer different channels. However, by partnering with the appropriate communication technology partner, organisations can access a unified platform and comprehensive overview for all customer interactions across various channels, thereby simplifying the process and mitigating complexities.

Another common challenge around omnichannel implementation is that of data management and integration. For an omnichannel communication strategy to work, a company must rely on effective data management across various channels. Unfortunately, this is no easy task when coupled with the need to meet data privacy, accuracy and consistency requirements.

To implement an omnichannel communication strategy, a retailer must assess its current systems and infrastructure to identify the gaps and mutations that may hinder a seamless integration. From there, they should deploy a unified commerce platform that will act as a central hub for managing and integrating various channels and touchpoints and cross channel data synchronisation.

By synchronising customer data, organisations can establish a singular, reliable customer database that relies on first-party data to build detailed customer profiles that enables communication that is personalised and contextualised.

Integration of customer data from various touchpoints further enables segmentation and customer profiling based on diverse metrics, including gender, geographical location, and age, for example.

Evolving customer expectations

However, retailers must also ensure that they stay ahead of evolving customer expectations and adapt their strategies to deliver consistent and personalised experiences across different channels in their omnichannel communication strategy.

This is where personalisation at scale or hyper personalisation comes into play.

By leveraging customer data for segmentation and customer profiling, retailers can deliver a personalised experience and provide product recommendations, promotions and messaging targeted at either individual customers or segments.

To achieve this at scale, companies will need to leverage Artificial Intelligence (AI) and automation, which will not only ensure that the messages reach the right individuals, but also keep profiles updated by constantly tracking customer behaviour.

To successfully implement an omnichannel communication strategy, companies should explore partnerships and collaboration, mainly because building these tools and solutions is not the core business of retailers.

At the same time, retailers should also embrace cloud solutions that will allow them to scale, to be flexible and to assimilate integration across their existing solutions.

As the retail landscape moves towards conversational everything – marking, support, experience, and commerce – an experienced partner is key to supporting retailers to deliver personalised customer engagements, implement communication strategies and capitalise on the growth of conversational formats.