Inbound customer communications
Customers reach out about the things that matter to them right now — the status of a service case, an order, a question before they buy, a balance they need to check. They expect an answer wherever they happen to be: your website, a messenger, or a phone call. Creatio brings these conversations into a unified workspace, so your team can respond quickly no matter where a customer reached out from or what industry you're in.
This is included out of the box in Creatio Sales, Creatio Service, and Bank.AI. For other products, install what you need from Creatio Marketplace. Calls and chats work the same regardless of product — only queued task types in Contact Center's Agent Inbox depend on your product: Creatio Service brings service cases, Creatio Sales brings Sales-specific tasks instead.
Typical scenarios
- Service. Customers create support requests through different channels and follow up on open cases through chat, with an agent replying with the latest status without switching screens.
- Sales. A prospect asks a question on your website moments before deciding whether to buy, and AI answers instantly so you don't lose the sale to a slow response.
- Banking. A customer checks a balance or transaction status through your banking app's chat, day or night.
- Utilities and public services. Routine questions — balances, outage status, FAQs — get answered around the clock, with a person on standby for anything AI can't resolve.
- Lead capture and pre-sales. A casual "just browsing" chat turns into a tracked, qualified conversation tied to a contact in your CRM.
Solution architecture
The solution brings together the following applications:
- Customer Communication Hub — connects, configures, and monitors your chat and email channels. Conversations from every channel land in Creatio as chats — except email, which registers a case instead. AI can answer routine questions instantly, using your knowledge base, before a human needs to get involved. Included out of the box in Creatio Sales, Creatio Service, and Bank.AI; other products install it from Creatio Marketplace.
- Contact Center — the new toolset for handling communications, built around the Agent Inbox, where agents work calls, chats, and queued tasks like service cases or orders from a single, prioritized workspace. The older sidebar in the communication panel remains available for backward compatibility, but new capabilities are added only to the Agent Inbox going forward. Included out of the box in Creatio Sales, Creatio Service, and Bank.AI; for other products, install it from Creatio Marketplace.
- Web Chat — the chat widget for your website or mobile app, connected through the Hub. Requires the Customer Communication Hub app. Included out of the box in Creatio Sales, Creatio Service, and Bank.AI; other products install it from Creatio Marketplace.
In Creatio Service, or together with the Case Management app, you can also register cases straight from chats and emails. Every chat also becomes part of the customer's history — visible on the contact's page timeline, or in the Chats section across every channel and agent.
Together, these applications connect web chat, WhatsApp, SMS, Telegram, Facebook Messenger, and email into one workspace, with AI answering chat questions instantly and drafting or sending email replies from your knowledge base. Ada AI Chatbot installs separately from Creatio Marketplace.
To connect your first channel, start with queues and actions. Learn more: Set up chat routing.
Hub layout
Connect and manage every inbound channel, and its AI, from one place — the Customer Communication Hub section. Open the Communication channels panel via the Manage channels button and click Add channel to connect a new one through its own setup mini-page. Manage the queues and actions shared across every channel on the Chat routing tab, so channel connection and conversation routing stay in one place.
Once connected, each channel gets its own settings page with a Channel status card and a general details tab; web chat channels also have Appearance, Installation, and Security tabs, and channels with AI have an AI Automation tab.
Unified agent workplace
Agents work from the Agent Inbox, available in the "Contact Center Agent" and "Contact Center Supervisor" workplaces. It splits work into two independent tabs: Real-time, for voice calls and chats that need an instant reply, and Queued tasks, for asynchronous records like service cases or orders, distributed through Creatio's queue engine. Creatio never blends the two — each has its own prioritization.
An agent status toggle controls whether an agent receives new calls and chats. A dashboard on each workplace's Home section shows the agent's, and for supervisors the team's, workload.
Real-time work ends in a short wrap-up — linking or creating a case, adding a follow-up task, or recording notes. Queued task records are sorted by due date first, then by queue priority. During voice calls, Creatio.ai adds contextual insight from call metadata.
Learn more: Get started with the Contact Center app and Sort queue elements.
AI capabilities
You define the AI once and reuse it across every channel. Three things shape how it behaves: the assistant's personality (name, role, tone of voice), its capabilities (which agents and subagents it can use), and its knowledge sources (what it's allowed to answer from). What changes per channel is narrower — handoff rules for chat, reply mode for email.
Chat and email use this AI differently. In chat, AI answers the customer directly, in real time, and can hand off to a human agent. In email, AI drafts a reply inside the case it created, or sends it automatically when confident enough, working asynchronously. Either way, you can roll AI out gradually — set what share of incoming conversations it handles, from 0 to 100%, and expand as you gain confidence.
The Customer Communication Hub dashboard tracks how much of this work the AI is handling: a live view of what's in progress, per-channel volume, first response time, and AI effectiveness over the last 7 days, and a "Debug" action on any conversation or case to see why the AI answered the way it did.
Learn more: Set up AI in the chat channel and Set up AI in the email channel.
See also
Get started with the Contact Center app