A customer who comments on Instagram, then messages WhatsApp about the same pair of shoes, then replies to a marketing email, is one person. Treated as three, they get asked the same question three times and counted three times in every report. For a manufacturer running consumer brands, that fragmentation is not a reporting inconvenience. It is the reason the same customer gets contacted twice about something they already bought.
The setup
What is running today
Live channels: Instagram, WhatsApp, Email, AI voice, Automation builder, Client portal. The figures at the top of this page are read directly from the account rather than estimated, and describe the setup rather than a claimed outcome.
The problem
A customer who comments on Instagram, then messages WhatsApp about the same pair of shoes, then replies to a marketing email, is one person. Treated as three, they get asked the same question three times and counted three times in every report. For a manufacturer running consumer brands, that fragmentation is not a reporting inconvenience. It is the reason the same customer gets contacted twice about something they already bought.
What changed
The rollout
Stage one
Consolidate the contact
Every channel writes to one unified contact, matched on phone first and email second. A conversation opened on Instagram and continued on WhatsApp is one timeline, not two records.
Stage two
Bring the channels online in order
WhatsApp and Instagram first, because that is where the volume was. Email and voice followed onto the same contact record rather than into their own silos.
Stage three
Automate the repeated questions
The questions that arrive on every channel — sizing, availability, order status — were built once as flows and reused, rather than rewritten per channel.
What is live
- WhatsApp, Instagram, email, SMS and AI voice on one contact record
- Automations reused across channels rather than rebuilt per channel
- A single conversation timeline per customer, regardless of entry point
- Team access for multiple people against the same shared inbox
Why the contact record came first
Automating a channel before consolidating the contact means automating a fragment. Every flow built on top of a split record inherits the split, and the cost of unpicking that later is larger than the cost of doing it in the right order.
Questions this raises
Phone number first, then email. A match merges the timeline rather than creating a duplicate, so the history a customer built on one channel is present on the next.
Yes. Channels and automations are scoped to the workspace, so brands can share the platform without sharing an inbox.
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