By Ruba Shannak, Digital & Technology, Head of Operations & Platforms, Aramex

At Aramex, we see firsthand how customer expectations are evolving. As logistics becomes more digital and customer-driven, the role of technology has never been more critical. As an international courier and logistics company offering both domestic and international shipping and delivery services, our business is no longer just about timely delivery. It’s about delivering seamless, personalized service across every channel. At Aramex, we’ve always been committed to innovation, and in my role leading Operations & Platforms for our Digital & Technology organization, I’ve had the opportunity to help shape how we connect with customers at scale.

When we began our journey with Sprinklr, our customer communications were scattered across multiple platforms. We didn’t have a unified view of the customer journey, and that made it difficult to deliver consistent service. Sprinklr helped us change that. By consolidating voice, chatbots, live chat and social channels onto one platform, we gained a 360° view of our customers — and that has made a significant difference in how we operate.

Unifying global operations with local flexibility

Aramex operates across multiple regions, and one of our biggest challenges was striking a balance between standardizing our core customer service workflows and adapting them to meet local needs. With Sprinklr, we’ve been able to do both. The platform supports our global logic while allowing us to customize implementations locally. This flexibility has been especially important during international rollouts, where Sprinklr’s support for local teams has made implementation smoother and more effective. 

Scaling service with WhatsApp and Meta integrations

One of the most impactful steps in our transformation was adopting WhatsApp as our primary channel for customer interactions. With Sprinklr’s native integration, we deployed a WhatsApp chatbot that supports address capture, shipment scheduling and real-time updates. This allows us to offer 24/7 service across time zones without relying solely on human agents.

WhatsApp is already a preferred channel for our customers, especially in the Gulf Cooperation Council countries. It’s essential that we meet them where they are. The chatbot lets us communicate in the channels they trust and use daily, while also streamlining operations and improving responsiveness.

We’ve also integrated Sprinklr with Meta platforms Messenger and Instagram. These connections give us access to powerful analytics and sentiment insights, helping us better understand customer motivations and adjust staffing based on demand. We engage in thousands of customer interactions on WhatsApp every day, and now we can use that data to improve operations, marketing and CX.

Beyond support, our chatbots also deliver automated updates — shipment status, delivery notifications, and tracking information — so customers stay informed without needing to reach out. They can even schedule or reschedule shipments directly through WhatsApp. This has made last-mile delivery more seamless and helped us improve both efficiency and satisfaction. 

Looking ahead: AI-powered experiences

We’ve built a solid foundation, and now we’re looking to the future. We’re in the AI era, and it’s critical that we stay ahead. My vision is to enhance our chatbot self-service, so it feels like a human interaction: smooth, intuitive and capable of anticipating customer needs. We’re exploring how GenAI can help us adapt tone and context even more effectively across regions. The goal is to create experiences that are not only efficient but also deeply personalized. 

Aligning strategy, platforms and people

Digital transformation is not just about technology. It’s about aligning platforms with business strategy, operational goals and customer expectations. At Aramex, we’ve approached every rollout with a focus on adoption, impact and long-term value. Sprinklr has been a key partner in that journey, and I’m proud of what we’ve accomplished. We’ve unified our communications, empowered our teams and built a unified customer experience management platform that’s ready for what’s next.