Innovator 1

Unifying intelligent interactions through data-driven trust at WestCX

WestCX

Meet Juan Rosero, CIO

As Chief Information Officer at WestCX, Juan sets the vision and execution for the Mosaicx and Televox brands. With a background in technology and telecommunications, he is dedicated to advancing conversational AI and empowering teams to deliver impactful engagement and communication solutions.

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The critical challenge

As a healthcare company that understands technology, WestCX set out to completely transform their customer engagement by unifying fragmented communication journeys into a single, cohesive experience.

The company's mission was to eliminate the friction caused by disconnected systems and integrate them with an AI-native layer. That's why they launched WestCX Orchestrate, a new platform that establishes the system of action for regulated industries. By centralizing these touchpoints, WestCX could move to orchestrate two-way interactions that provide complete context.

For WestCX, solving this was crucial because fragmentation is a barrier to trust in regulated environments. Any gap in communication or loss of context directly impacts consumer outcomes and organizational integrity, making a unified and compliant platform the only viable path forward at scale.

Juan's predictions

The next frontier is predictive, agentic engagement.

We’re moving beyond reactive responses to events, such as missed appointments or unanswered messages, toward systems that anticipate needs and act autonomously within defined guardrails. In practice, this looks like AI-driven engagement that knows when to escalate to a human and when to adjust tone or channel. Combined with RCS, this will enable interactions that feel proactive and human, coordinated across the full journey all while still operating at enterprise scale. For regulated industries, this evolution is what bridges the gap between a consumer-grade experience and institutional trust.

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Pillars of innovation

Unified orchestration layer

WestCX consolidates disconnected systems like billing, scheduling, and care instructions into a single, cohesive layer. By unifying these fragmented communications, the company orchestrates a complete customer journey where every interaction is built on the last rather than operating in isolation.
Trusted brand engagement

WestCX now delivers branded, two-way interactions. RCS messaging enables engagement with rich content and quick replies, making interactions feel proactive and significantly increasing trust and response rates in high-stakes environments. Twilio provides WestCX with governance and flexibility to innovate quickly with RCS while maintaining compliance.
Agentic journey orchestration

WestCX Orchestrate can autonomously handle complex tasks like appointment rescheduling or insurance verification. It knows exactly when to adjust its tone or escalate the conversation to a human specialist. It also layers across existing systems, including EHRs, CRMs, and CCaaS platforms, instead of replacing them.

Tips from Juan

Best practices for CX

Prioritize orchestration design

Channels will change, but the user journey will remain paramount. Build an engagement layer that understands context, intent, and history across interactions.
Embed security first

Embed compliance and security into the architecture. If governance is built into the platform, teams can innovate faster without introducing additional risk.
Treat data as an asset

Engagement data is a strategic asset. The ability to analyze behavior across touchpoints—what people respond to, when they respond, and where they encounter friction—is what enables personalization, AI-driven optimization, and continuous improvement.

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Up to 80%

higher RCS conversion rates

customer engagement

20%

increase in revenue

Operational impact

WestCX's results with Twilio

Boosted conversion rates

RCS drove 50–80% higher conversion rates than SMS or email by leveraging rich content, branded experiences, and interactive quick replies.
Revenue growth

Ensuring the right message reached the right person at the right moment reduced no-shows and generated a 20% revenue uplift.
Improved customer engagement

RCS tripled customer engagement, directly impacting downstream outcomes such as adherence, scheduling accuracy, and revenue capture.
Operational efficiency gains

Automation and smart routing lowered the cost to serve while significantly reducing manual workloads.