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A member of a Southeast Asian telco loyalty program calls in about a billing error. The chatbot asks for an account number, then asks again two messages later, then hands the member to a queue with a forty-minute wait. The same member has enough points sitting in the account for a free device upgrade, but nobody mentions it. This is what a loyalty program looks like when the support function and the rewards function are built by two teams that do not talk to each other.

"100% of my interactions have been escalated to a human agent. And the worst part is, I have to re-explain everything." That's a Malaysian shopper describing one of the country's most popular e-commerce chatbots, quoted in Entermind's June 2026 whitepaper on AI customer service.

WhatsApp delivers open rates that email cannot match. But treating it as another broadcast channel is quietly destroying the trust that made it valuable in the first place.

When AirAsia moved customers away from its call-centre queue to AVA — its automated chat assistant — it was not following a trend. It was solving a real business problem

Why reactive win-back campaigns are the wrong fight — and what predictive retention looks like in practice