In fast-moving industries like iGaming, fintech and e-commerce, real-time communication isn’t optional – it’s critical. But when outbound messages aren’t aligned with live operations, the result is confusion, inefficiency and missed opportunities.

In this interview, Viktoriia Yefimenko, Product Manager at Communications Hub, shares how it turned these challenges into a unified solution. More than a messaging tool, Communications Hub is a real-time orchestration layer that connects communication directly to operations – making messaging smarter, faster and more effective.

What are the biggest challenges in keeping outbound customer messages – like alerts and updates – aligned with real-time operations?

Many companies quietly struggle to align their outbound communication with clients to operational workflows. Their tools often lack flexibility and analytics rarely provide clear, actionable insights. Communication is meant to be agile – but without integrated systems and feedback loops, it becomes a barrier instead of a bridge.

Take something like logistics or e-commerce – if outbound messages aren’t connected to what’s actually happening on the ground, things slip through the cracks. Customers get confused, support teams get flooded, and it’s not because the messages didn’t go out – it’s because they weren’t in sync with the real situation.

Teams often operate in silos, making it difficult to coordinate or react in real time. Even when data exists, it’s either scattered across platforms or too high-level to support real decision-making. The core issue isn’t message delivery – it’s ensuring communication actively supports the business, not just echoes through it.

That’s why we started thinking less about “tools” and more about designing a unified layer – something that connects communication with operations in real time, not just in reports.

Why do most tools fail to truly solve these issues? Where are they missing out?

Most tools don’t fail because they don’t have enough features. They fail because they don’t work well together. One tool is for administering outbound communication, another tracks progress and results and another handles tasks, but they rarely feel like one system.

This patchwork setup creates gaps between talking, doing and understanding. Businesses end up stitching together separate tools, which causes more problems instead of fixing them. The result? Too many dashboards, more work to manage them and less clarity overall.

What’s really missing is one simple layer that ties it all together, a way to unify the workflows to ensure actions can happen right away and everything stays in sync with what’s happening in real time.

We realised we didn’t need more dashboards – we needed smarter orchestration. Something that thinks, routes and adapts in real-time, so we don’t have to.

What patterns or pain points have you consistently seen across different teams and industries?

It’s common for teams to keep switching between outbound communication services, constantly adding new ones without fully thinking it through and making commitments to one vendor without any risk mitigation or backup plan, as well as opting for one-way solutions instead of complex systems, which allows management of everything in one place. This usually happens because people assume communication is simple and easy to fix with a quick solution.

But that often leads to tool overload, more manual work and unclear responsibilities. Teams rarely stop to ask important questions like: Why are we using this tool or partner? Will it scale with us? Can we count on it long-term?

Instead of building strong, future-proof systems, many companies just try to fill the gaps as they go. But that reactive approach ends up creating more confusion, not more clarity.

At what point did your team decide ‘there has to be a better way’?

I believe in learning through direct experience. After managing our outbound communication flows manually across multiple cycles, I saw clear patterns: the structure was solid but the execution didn’t need constant human involvement. That’s when it clicked – there had to be a smarter way. A solution that doesn’t just mirror human-designed processes, but executes them autonomously, with precision and scalability. That shift in thinking was crucial for us.

Without giving too much away, how is your internal solution changing the game for you already?

It’s completely changed how we handle communication. Now, we can run both automated and manual flows from one system, with no need for extra integrations.

Messages can be personalised at scale, and the system adjusts on its own based on how things are performing or any technical issues, with no need to step in manually.

We also get live dashboards with performance and usage stats, right down to each part of the process. Plus, we get early alerts if something starts to go wrong.

We can now fragment the delivery using different attributes, without any manual interruption and segmentation.

In most promo campaigns, businesses just send the same message to everyone, without thinking much about how well it’s actually getting through or whether the sender channel is holding up. But even small changes – like balancing out a small percentage of the traffic based on live performance – can make a huge difference. Suddenly, you’re reaching more people and getting better results, without touching the message itself.

But the most game changing functionality came along with a solution which, based on thoroughly traced aspects of performance, can decide where to distribute traffic, which ensures ultimate deliverability and communication efficiency. It is not only a great fallback mechanism but suddenly it also allows you to reach more people and get better results, without touching the message itself.

But this is not all – this feature has so much potential and so much planned for, it would become an infinite source of communication orchestration capabilities.

What used to take several tools, teams and constant check-ins now runs smoothly in one scalable system.

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Communications Hub is changing how businesses manage business communication – centralising channels, simplifying provider onboarding and using smart routing to maximise deliverability. What once took multiple tools and teams now runs in one powerful system.

Built for performance, shaped by analytics and designed to scale – Communications Hub is where communication becomes a competitive advantage.

Integrate. Communicate. Grow.

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