The Client Relations Management (CRM) industry is quick to adopt technological advancements to add agility to client engagement. It’s no wonder that it was valued at $101.4 billion in 2024 and is projected to grow to $262.7 billion by 2032, growing by over 12% every year. But in the craze to modernize and implement the next best trend, it’s easy to lose sight of what’s truly important: connecting with clients.
For Nitin Seth, co-founder and CEO of conversational messaging platform Conversive, finding the balance between technology and the human touch was essential to move forward in the industry.
Engineer-turned-entrepreneur Seth has always prioritized customer-centric ideas in the client management industry, knowing the importance of staying relevant with advancements like AI while keeping customers front and center — this is where the idea for Conversive was born. Now, his messaging platform is helping automate conversations with meaningful context, analyze interactions for better outcomes, and seamlessly integrate with other CRM solutions.
Keeping true north of the solutions you want to deliver, building a strong and passionate team, and knowing how to implement technology properly, are some of the advice he shares throughout his founding journey.
Unearthing the solution to disengaged customers
In a time when clients have been turned into names on a dashboard and figures in a pie chart for end-of-month reports, it’s essential to bring it back to the basics by building personalized experiences. But this doesn’t have to be a complex and strenuous task for companies.
“I have been deeply involved in driving growth through a relentless focus on delivering value to our customers by enabling meaningful and impactful conversations,” says Seth. He also believes that businesses often struggle to create authentic, real-time connections with their customers. This leads to massive disengagement and eventually the loss of valuable customers. This is where he saw an opportunity to bridge this gap with messaging tools that are intuitive, scalable, and impactful.
Technology like natural language processing (NLP), leveraged by AI, is the solution the industry has been waiting for. Since the new era of chatbots in 2022, creating more human-like conversations with AI has opened the door to endless possibilities to improve customer engagement with more relevant and targeted data.
As such, Conversive set out to use this technology in popular messaging platforms like SMS, WhatsApp, and email while maintaining the human touch in every interaction.
Finding passionate teams to build human-centric products
The human element is arguably the most important part when crafting a valuable product, which is why building the right team is essential. Those with a passion for what they do will dedicate their efforts to innovating, building collaborative approaches, and bringing better problem-solving skills to the table. This is the vision Seth had for Conversive from the start.
“We began by understanding our customers’ pain points and crafting solutions that fit their specific necessities. Over time, we expanded our feature set, strengthened our integrations with CRM platforms, and built a global team passionate about enabling conversational excellence. The journey has been one of constant learning and adaptation to a rapidly changing market.”
It’s the diverse and dynamic team he and his executive team built that helped them understand and adjust their offering to the industry’s demands. Finding real needs by actively listening and being proactive in implementing feedback was crucial for their growth.
Innovating with AI and maintaining data privacy laws
After putting together an exceptional team, the next step for Seth was ensuring the technology and how it’s used made Conversive stand out from competitors, “Our ability to combine human-centric design with cutting-edge technology is what sets us apart. While many solutions focus on either automation or human interaction, Conversive excels at blending the two, ensuring businesses can scale their communication while retaining authenticity.”
One of the platform’s main features is conversational AI, which allows businesses to automate their routine interactions with customers while maintaining contextual relevance. For example, if a client needs answers to basic questions like “What are your office hours?” they can simply ask through WhatsApp and receive a quick and straightforward answer. This interaction can continue, allowing customers to ask other frequently asked questions, book appointments, know the status of an order, and more — all while staff dedicate their time to more critical tasks.
But it goes beyond answering mere FAQs. The advantage of AI is it becomes smarter as more data is fed to it, keeping every customer interaction in its roster whenever they return with more questions. This creates a customized experience regardless of the messaging channel customers use. “Our focus has shifted from simple messaging to creating deeply personalized, scalable customer experiences, making us an indispensable tool for modern businesses.”
Seth knew not to stop there, knowing data protection is paramount in any industry involving a CRM platform. As a result, Conversive assures its customers that its solution is built on strict regulatory measures, whether companies are located in the US, the EU, the MENA, or any other region. Small but mighty practices like using registered anti-spam numbers to send text messages in India or abiding by laws like the Telephone Consumer Protection Act (TCPA) in the US are vital steps to gaining client trust and running smooth operations.
Seth and his well-crafted team’s mission for Conversive materializes day by day when clients realize the true value of meaningful interactions over generic conversations with customers. But structuring the company with strong foundations is what helps his and his co-founders’ work thrive: tackling real issues from the root, finding the right team, and implementing technology in a thoughtful and secure way.
