Customer service isn’t about channels anymore. It’s about conversations that flow seamlessly, no matter where they start or where they go.
Today, omnichannel support has moved from being a competitive advantage to a basic requirement. By combining communication channels like phone, social media, messaging apps and SMS, businesses create seamless experiences that meet customers wherever they are. Modern omnichannel strategies go further, incorporating AI-powered agents that handle routine inquiries around the clock, online meeting schedulers that eliminate booking friction and intelligent routing systems that escalate complex issues to human agents when needed. The result is a customer experience where context stays with the conversation, eliminating the frustration of repeating information across touchpoints.
Why Omnichannel Customer Support Drives Business Results
The results speak for themselves.
45% of businesses report stronger engagement, 35% retain more customers, and 35% see better loyalty (The Omnichannel Difference 2024, Forrester, 2024). These improvements reflect the fundamental advantage of meeting customers where they are and maintaining context across every interaction. Effective customer engagement strategies that leverage unified customer experiences across all touchpoints are what separate leading companies from their competitors.
Additionally, financially, 25% enjoy both revenue boosts and cost reductions, a rare combination that makes the business case straightforward (The Omnichannel Difference 2024, Forrester, 2024).
The Cost of Ignoring Omnichannel Communication
Without omnichannel support, customers become frustrated when they have to repeat themselves. Resolution times increase, and revenue is lost as customers move to competitors who offer smoother experiences.
Beyond losing existing customers, businesses are also missing out on potential new customers, those who don’t know the company yet and would prefer using the channels they’re already familiar with, like SMS or WhatsApp, to make initial contact. An omnichannel communication platform helps businesses avoid these pitfalls by unifying all customer touchpoints into a single, coherent system. In an era when customer expectations are higher than ever, the inability to provide consistent, connected support across channels can be the difference between company growth and becoming stagnant.
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WhatsApp: The Channel You Can’t Afford to Ignore
Among the various channels businesses need to master, WhatsApp has emerged as particularly vital to omnichannel success. The numbers speak for themselves: WhatsApp has 3.1 billion monthly active users as of 2025, with WhatsApp Business alone attracting 764.38 million monthly active users (Resourcera, 2025).
But what makes WhatsApp truly powerful isn’t just its scale; it’s how the platform resonates with customers in ways other channels simply don’t. For example, the ‘Managing customer conversations at scale with the WhatsApp Business API’ (2021) report conducted by Sanuker found that 76% of WhatsApp users surveyed want to be able to communicate with businesses through messaging, and 68% call WhatsApp the easiest way to contact a business.
WhatsApp is part of daily communication for billions of people. It helps businesses create conversations that feel natural instead of transactional. It’s also one of the most popular platforms for exploring new products, which means it’s not just a customer service tool; it’s a crucial touchpoint throughout the entire customer journey, from discovery to purchase to support.
But effective customer communication isn’t just about waiting for customers to reach out. Businesses need to initiate conversations as well. That’s where outgoing WhatsApp messages make a real difference. Send appointment reminders, share order updates or follow up after a purchase, all through the app your customers already check throughout the day. It’s the same proactive approach businesses use with SMS, but on the platform customers prefer. This turns WhatsApp into more than a support channel; it becomes a complete communication tool that reaches customers where they actually are.
Connect WhatsApp to Your Business
SMS and RCS: The Universal Reach You Still Need
While messaging apps like WhatsApp dominate in many regions, SMS remains critical for businesses, particularly in the United States, where it’s a primary communication method for millions of customers.
And, SMS remains universal. It doesn’t need an app, works on any phone and reaches customers of all ages and backgrounds.
Even more promising is the emergence of Rich Communication Services (RCS) and Rich Business Messaging (RBM), which are transforming traditional text messaging into interactive experiences with features like high-resolution images, interactive buttons and branded messaging.
Since Apple enabled P2P RCS messaging support in iOS 18, RCS/RBM has gained significant traction across both the US and Europe, allowing businesses to create engaging, app-like experiences while maintaining SMS’s universal reach. As this technology expands, businesses that adopt RCS early will deliver richer customer interactions while remaining accessible through the channels customers already use. Once again, the principle remains: meet customers where they are.
Meeting Customers Where They Are with x‑bees
x‑bees from Wildix offers a comprehensive omnichannel solution.
It’s an AI‑powered customer communication platform built for service-oriented businesses. The platform connects customers through:
- SMS
- RCS (Coming Q4 2025)
- Voice calls
- Chat
- Video conferencing
Every interaction is captured, tracked and responded to efficiently. Despite its powerful capabilities, x‑bees is built for easy deployment. It integrates smoothly with existing systems. Your team can start delivering unified customer experiences in days, not months.
How x‑bees Brings It All Together
The WhatsApp integration allows businesses to handle customer messages from WhatsApp alongside SMS, chat and other platforms in one dashboard, eliminating the need to switch between applications and ensuring no message goes unanswered. While each channel creates its own chat thread in x‑bees, the unified dashboard keeps all customer communications organized in one place. You can easily view a customer’s complete interaction history across channels, maintaining context even when conversations span multiple platforms.
x‑bees handles both incoming and outgoing WhatsApp conversations. When customers message you on WhatsApp, x‑bees automatically creates a conversation. But it works both ways. Your team can also start conversations and send outgoing WhatsApp messages the same way you’d send SMS.
And, beyond basic messaging, x‑bees takes customer communication further with embedded AI agents that handle routine inquiries around the clock. These AI agents automatically route conversations to the right team members and seamlessly escalate complex issues to human agents when needed. Agents also have access to AI coaching support whenever they need it, helping them handle customer interactions more effectively.
The platform streamlines customer interactions into clear, efficient workflows, ensuring no request is ever lost and teams can deliver faster, more consistent results. While customers enjoy the freedom to communicate through their preferred channel, agents can access all these conversations from one centralized platform. By bringing omnichannel support together in one place, x‑bees empowers businesses to meet customers exactly where they want to communicate, whether that’s through a quick WhatsApp message, an SMS update, a phone call, or a scheduled video meeting.
See x‑bees in Action
The Future Is Omnichannel
The shift to omnichannel customer support isn’t coming; it’s already here. Customers have made their preferences clear: they want to communicate on their terms, through the channels they already use daily, without having to repeat themselves or wait for responses. WhatsApp, with its millions of active users and proven customer preference, has become essential infrastructure for modern customer communication.
Businesses that invest in true omnichannel solutions like x‑bees position themselves for sustainable growth. They’re building the foundation for:
- Stronger engagement
- Improved loyalty
- Measurable financial returns
The question isn’t whether to adopt omnichannel support, it’s how quickly you can implement it before your competitors do.
Take the first step toward true omnichannel customer support. Connect with our team to learn how x‑bees can help you deliver seamless customer experiences across every channel.