From Multi-Channel to Multi-Experience: Redefining Enterprise Communication

In today’s hyper-connected economy, customer communication is evolving from individual channels like SMS or voice. Instead, enterprises are shifting toward richer, more contextual interactions across WhatsApp, RCS, in-app chat, and beyond. This transformation demands more than simply adding new touchpoints; it requires rethinking the customer journey itself. 

At this year’s Capacity Europe event, our GMS Growth Product Director (External), Vova Gerneshii, joined the panel “The CPaaS Growth Trajectory,” where he highlighted a powerful truth: real progress doesn’t come from adopting technology for its own sake, but from redesigning experiences around human needs. 

Building on that discussion, we sat down with Vova to explore what it truly takes for enterprises to evolve from fragmented, channel-based strategies to seamless, insight-driven customer experiences and why CPaaS should be viewed not as a feature, but as the foundation of digital engagement. 

Q1: Many brands still approach customer communication from a technology-first perspective. How do you help enterprises shift that mindset toward experience-led design instead? 

A: The real shift isn’t just about adding new channels; it’s about understanding the customer journey and the specific use cases first, then designing the right experience around them. Too often, brands start with technology instead of the problem. 

The most successful enterprises map user intent, context, and emotion before deciding whether that moment calls for SMS, WhatsApp, or an in-app chat. At GMS, we see channel diversification as a byproduct of deep customer understanding, not the other way around. True innovation happens when every channel serves a clear purpose in the journey, when communication feels effortless, timely, and personal rather than fragmented across touchpoints. 

That’s why we focus on CX-led design and UX excellence, creating tools that help enterprises visualize, orchestrate, and optimize experiences seamlessly. The focus is shifting from “multi-channel capability” to “multi-experience capability,” powered by insight and empathy. 

Q2: You mentioned that true innovation happens when every channel serves a clear purpose. Can you share an example of how enterprises are achieving that balance between technology and empathy? 

A: We’ve seen that the most effective enterprises start by identifying moments that matter , those points in the customer journey where human connection or real-time relevance makes the biggest impact. 

For instance, a bank might use WhatsApp for instant loan updates because customers expect conversational responsiveness there, while still relying on secure in-app messaging for sensitive transactions. It’s not about replacing channels, it’s about aligning each one with intent and context.

When brands make these decisions through the lens of empathy, technology simply becomes the enabler of trust and convenience. 

Q3: There’s growing discussion about CPaaS becoming “just another feature” within SaaS ecosystems. Why do you believe CPaaS should instead be seen as a foundational layer? 

A: I’d frame it the other way around CPaaS isn’t a feature; it’s the foundation. It underpins how all other enterprise SaaS solutions communicate, engage, and respond to users in real time. 

Without a robust, intelligent CPaaS infrastructure, the experiences promised by CRM, marketing automation, or support platforms simply can’t happen effectively. At GMS, we see CPaaS as the communication layer of the digital enterprise stack invisible yet essential.

It provides the underlying capabilities that allow SaaS products to deliver timely, contextual, and human-like interactions, whether through AI chat, alerts, or conversational journeys. This reframes CPaaS from being an API toolkit to being the experience enabler across the enterprise. It’s what ensures every digital moment from notification to conversation happens seamlessly, intelligently, and in service of real human needs. 

Q4: As enterprises evolve toward “multi-experience capability,” what role does GMS play in helping them orchestrate seamless, intelligent interactions across touchpoints? 

A: Our mission at GMS is to empower enterprises to design experiences that feel connected, not cobbled together. That means giving them tools to visualize the customer journey, identify communication gaps, and orchestrate engagement across multiple channels with consistency and intelligence. 

We’re helping enterprises move beyond “can we connect here?” to “how do we make this moment meaningful?” It’s about ensuring every message, on every channel, contributes to a single, fluid brand experience, one that’s driven by empathy and powered by innovation. 

Key takeaway: Building Cohesive, Customer-Led Communication Journeys 

As enterprises shift from multi-channel communication to true multi-experience capability, one lesson stands out: success isn’t measured by how many channels a brand offers, but by how intelligently those channels work together. 

The companies leading this transformation are the ones designing communication around empathy, intent, and context. Using technology not as the destination, but as the enabler of clarity, trust, and relevance. Platforms like the GMS CPaaS Campaign Platform play a crucial role in this evolution by helping enterprises orchestrate consistent, insight-driven interactions across every touchpoint, ensuring each message contributes to a seamless and meaningful customer journey. 

At the heart of this transformation lies a simple truth: technology may power the connection, but understanding the customer defines the experience. 

And for enterprises striving to build cohesive, human-centric journeys, that understanding supported by the right tools and intelligent orchestration, remains the ultimate competitive advantage.