HSBC, one of the world's largest banking and financial services organizations, was facing a challenge with its customer service operations. With over 19,000 customer service agents, the bank was dealing with a high volume of repetitive tasks that put pressure on its agents. The traditional career path in the contact center world was also leading to inevitable attrition, as it was defined as agent → team manager → department manager → operations manager → head of contact centre. This lack of opportunity as the field narrows held back the chance of reaching the highest possible customer satisfaction with every interaction. Furthermore, HSBC was planning to shift towards Conversational Banking, which was expected to grow interactions considerably and require conversational experts to manage the chatbots.

In 2019, Open Universities Australia (OUA) decided to transition from live chat to conversational messaging, coinciding with the rebuilding of its digital platform. The goal was to enhance service for the 25,000 students they were catering to at the time. However, the contact centre required all students to create a new password, a task that posed significant challenges in a non-automated world. Additionally, OUA was using Facebook ads that linked to a form, which then funneled details to an outbound team for follow-up. This method was not particularly effective in terms of sales or user experience.