CX
Why real-time CX demands a different communications foundation CX is an important function in many businesses, but it can break down if tools are fragmented and don’t interact with each other. But CPaaS can overcome these problems, as Sammy Mamdani, chief operating officer at Route Mobile, explains.
The next big shift in CX isn’t more channels or smarter bots, but whether a business can keep up with its customers in real time. Most can’t, because their enterprise CX stacks were built one channel at a time: new tool, new system, new integration. That worked fine when customers had limited options and patience. They don’t have either anymore. Consumer AI has reset the bar in every household. Zendesk’s CX Trends 2026 report found that 74% of consumers say AI has made them expect customer service to be available 24/7 – a clear sign that real-time responsiveness is no longer a differentiator, but a baseline expectation. Customers now expect the same instant, contextual response from every business they deal with. Most businesses aren’t delivering it. The ones that do will define the next decade of CX.
To meet those expectations, CX must be adaptive and recognise context. For this shift to work, rigid monolithic systems must be replaced by modular API-driven tools that can connect the entire CX ecosystem, ensuring interactions are connected, immediate and consistent. Unfortunately, in practice, the reality inside most organisations looks very different. The fix isn’t more tools. It’s a different architecture, one that connects them. Fragmented tools friction Many CX breakdowns occur because of fragmented tools that can’t interact with each other. With messaging, voice, chat and support all sitting in separate tools, context and customer history are easily lost. Not only does this create internal data siloes, but it also slows resolution times, leaving
Sammy Mamdani
routemobile.com
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