Customer Communication Enters a New Era: AI Bridges Marketing, Sales, and Service

The way businesses communicate with their customers is undergoing a major transformation. The direction of customer communication is changing. Once siloed departments, marketing, sales, and customer service teams are now joining forces, working collaboratively on leads with the help of artificial intelligence. What’s more, mass marketing campaigns are embracing more personalized, one-to-one approach — delivering tailored experiences at scale.

At the European Conferences – Poland & CEE Retail Summit 2025, a new approach to customer engagement took center stage. The “out-inbound” process was presented as an innovative method that blends conversational marketing with AI-driven support. The process begins with a targeted WhatsApp campaign designed to spark customer interest. When a recipient clicks on the message, they are seamlessly redirected to an AI-powered chatbot. This virtual assistant provides essential information and, when needed, escalates the conversation to a customer service or sales representative — ensuring a smooth transition from automated interaction to human support.

Simpler, smarter omnichannel engagement – Out-Inbound

The newly introduced out-inbound process is more than just a marketing innovation — it’s the result of seamless integration between communication channels and business systems. Comtrust has successfully connected SAP CRM – SAP Customer Experience and SAP Emarsys with Sinch Contact Center and chatbot (Sinch Contact Pro and Sinch Chatlayer), creating a unified ecosystem for customer interactions.

Sinch and SAP integration allows brands to dial up their customer engagement and reach customers exactly where they are (they often hang out – on their mobile devices)  with personalised and targeted conversational messaging through SMS, MMS and WhatsApp.

Marketers can create interactive experiences with text, images and video, and reach customers globally on these feature-rich channels. Chatbots, on the other hand, relieve the burden on customer service and sales employees. The full out-inbound process is recorded in  CRM, along with the customer’s conversation with the chatbot. Built-in analytics enable all teams – marketing, sales and customer service to measure campaign impact by tracking ROI and revenue contribution.

Poland & CEE Retail Summit is the most important and representative meeting of Polish retail and FMCG. With its comprehensive concept and the presence of the most important key players, the congress has had a real impact on the quality and dynamics of Polish trade for many years and has a measurable impact on the participants’ business.