Omnichannel CX build — navigating platform limits to deliver voice, chat & SMS

THE CLIENT

Allied Trust Insurance provides customizable property insurance across Texas, Louisiana, South Carolina, and North Carolina through a network of independent agents. The company operates a distributed field model: field-based claims adjusters communicate via SMS and share photographic evidence during active claims handling.

THE CHALLENGE

Allied Trust engaged Primero Group to replace legacy communication tools with a centralized contact centre platform supporting voice, SMS, and chat. NiCE CXone was selected and performed reliably for voice and chat. SMS, however, proved structurally inadequate for the field adjuster use case. The CXone and Textel integration could only download MMS attachments one at a time; an unworkable constraint for adjusters handling dozens of claim photos per incident. 

SMS routing intermittently failed, delivering messages to general queues rather than the assigned agent. Basic functionality that adjusters expected (conversational threading, agent-specific reply chains) was unreliable. These were product limitations, not configuration problems, and no available workaround fully resolved them.

WHAT WE BUILT

Primero Group implemented custom IVR and ACD flows within NiCE CXone and trained Allied Trust's team to manage configuration changes independently. When real-world testing revealed gaps between the original design and operational reality, the team iterated without rigid adherence to the original scope. 

For SMS, after exhausting every available workaround within CXone's architecture, we recommended returning to RingCentral UCaaS for the SMS channel — the platform Allied Trust's agents had previously used, which provided native SMS and MMS support with the mobile-like experience field adjusters required. This recommendation preserved adjuster productivity and protected field operations from the platform's limitations. 

Chat was delivered fully within CXone Digital: a branded, embedded widget built using HTML and JavaScript, with routing and escalation logic tailored to Allied Trust's workflows. The chat implementation received strong client feedback and launched without issue. Post-implementation, Allied Trust enrolled in managed services — ongoing IVR and chat optimization, tiered technical support, and strategic advisory as CX requirements evolve.

WHAT THIS SHOWS

Allied Trust is an example of our vendor-neutral operating principle in a situation where the honest answer was inconvenient. When a platform reaches its limits, recommending a workaround that partially solves the problem does not serve the client. Recommending a different platform for a specific channel (even mid-engagement) reflects the kind of advisory relationship that earns long-term managed services retention. 

ENGAGEMENT STATUS

Primero Group provides ongoing managed services for Allied Trust's CX environment, including IVR and chat optimization and strategic consultation on future CRM integration.