Imagine starting a conversation with a company by WhatsApp, continuing through the site, Schedulingr a customer service, receiving a proposal, making a purchase, following delivery, requesting support and evaluating the experience without having to repeat your data or finding out which system should be used at each step.
Now imagine the same integration happening within the company: sales, customer service, operations, trade, internal communication, resources humans, forms, approvals, reports and artificial intelligence working in the same environment.
That's the concept of a Super App.
What is a Super App?
A Super App is a platform that brings together different services within an integrated experience.
It is not simply a system with many screens. It is also not a menu full of links to tools that remain separate.
In a real Super App:
there is a unique identity;
modules or mini-apps share the necessary context;
the information shall accompany the journey;
one action can automatically initiate another;
permissions are respected throughout the platform;
the history is not spread;
people don't need to learn a different system for each task.
Current definitions describe Super Apps as platforms capable of combining high-value services (such as communication, payments, purchases and appointments) in a unique interface with shared identity and integrated experiences. The concept serves both consumers and businesses.
The most important difference is in the connection.
Having customer service, sales, Scheduling and payments in separate systems does not create a Super App. Having these capabilities connected, sharing context and driving the person from one stage to another, creates.
How did this concept come about?
The story of the Super Apps didn't start at once.
In 1999, the Japanese NTT DOCOMO launched i-mode, one of the first major internet service platforms on the mobile phone. It allowed access to content, services and payments in a mobile environment long before modern smartphones. Official history of NTT DOCOMO
In 2010, Mike Lazaridis, founder of BlackBerry, helped popularize the expression . .Super App . The idea was to represent applications deeply integrated, used daily and able to offer a continuous and contextual experience. - Accenture
But it was in China that this model gained an impressive scale.
WeChat was launched by Tencent in 2011 as a communication application. In 2013, it began incorporating payments. In 2017, it won Mini Programs, which allowed companies to offer services within the application itself. Communication, payments, purchases, bookings, deliveries and numerous other services began to coexist in the same ecosystem. Tencent's official history
China did not create all the ideas that form a Super App on its own. What the Chinese market did was demonstrate, on a large scale, the power to connect communication, identity, services, companies and payments in a single experience.
It was observing this reality closely, during trips to China, that one of the partners of Conversation, Kevin Campinho, brought up an important question:
If this model has transformed people's digital lives, why could it not also transform the way Brazilian companies work?
Why do Super Apps help people so much?
Today, a person may need to use different applications to talk to a company, make a purchase, schedule, follow up on an order, open a request and consult a document.
Within companies, fragmentation is usually even greater. Each department hires a tool, creates its own record and maintains its own history.
This produces known problems:
duplicate information;
outdated data;
manual tasks;
loss of context;
customer service slow;
customers repeating the same information;
teams who don't know what happened before;
managers without a complete view of the operation;
costs with several tools that do not communicate.
The Super App reduces this fragmentation:
For the customer, it means fewer forms, less passwords, less applications and a more continuous experience.
For the employee, it means finding information, talking, performing tasks and following requests in the same environment.
For leadership, it means seeing the operation more fully, with data that really connect.
For the company, it means automating entire journeys, not just isolated activities.
The Super App Business
The best known Super Apps were born for the consumer. Conversation is building another proposal: a Super App for businesses.
Instead of bringing together transport, food and entertainment, a business Super App connects business business operational journey:
Lead → Sale → Appointment scheduling → Order → Payment → Delivery → Customer service → Customer Success → Renewal
It also connects the internal journey:
Official → Request → Approval → Execution → Document → Communication → Follow-up → Audit
The goal is not to put everything on a screen. It is to allow different areas to work as parts of the same business.
It is at this point that Conversation ceases to be just a platform for conversations and becomes a new category in the Brazilian market.
Conversation: the Business Super App for Brazilian Reality
Conversation was born in communication, but is evolving to connect the entire operation of a company.
The conversation remains the center because almost every business relationship begins, advances or needs to be recovered through communication.
A customer asks, buys, Scheduling, confirms, receives, evaluates and returns.
An employee shall request, inform, approve, execute and report.
A manager accompanies, decides and guides.
Conversation connects these journeys in a single environment, preserving the context of each person, company, conversation, request, task, appointment scheduling and process.
What Conversation already offers
1. Customer service in various channels
Conversation brings together conversations from different channels in a single operating space.
The platform works with these channels:
Official WhatsApp
WhatsApp by QR Code
Webchat
Blip
Blip
Blip
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Marketplaces (Pago Market)
Teams can track rows, managers, departments, status, labels, history and distribution of customer service interactions in real time.
For the customer, the experience becomes more continuous. For the company, the input channel stops determining where the information will be trapped.
2. WhatsApp Professional
The company can work with both the official integration of Meta and with connections by QR Code.
Conversation allows you to centralize conversations, organize rows, distribute customer service interactions, use templates, create campaigns, follow uploads and combine human customer service with automation.
The WhatsApp is no longer just a shared device and is part of a structured operation.
3. Webchat that can also become an app
Webchat allows you to serve customers directly on the company website, with visitor identification, real-time messages, bot, transfer to human customer service and interactive content.
The big difference is that this experience can be installed on the mobile phone as an application with the name, icon and visual identity of the company itself.
In this applet, the customer can talk, consult products, follow orders and perform appointments, depending on the modules enabled.
The company becomes a digital channel of its own, without relying exclusively on third-party applications.
4. Email Chat
In Conversation, email is treated as a full conversation.
The messages received are organized by history. The team can respond within the platform, assign responsibility, follow the customer service and maintain the relationship associated with the right person.
The company can work with multiple email accounts and different providers, keeping entry, response and history in the same operating environment.
5. Leads & CS
Leads & CS brings together the management of contacts, companies, opportunities and relationships with customers.
The company may:
register and organise persons and undertakings;
follow lead lists and funnels;
working with custom fields and status;
use labels and segmentations;
record position, commercial estimate, origin and history;
import contacts and companies;
organise undistributed leads;
monitor activities, documents and interactions;
create follow-ups;
relating conversations, appointments and opportunities;
to visualize commercial and operational indicators.
The proposal goes beyond storing records. Leads & CS must follow the relationship from the first contact to the success, renewal and expansion of the customer.
6. Appointments
The appointments module organizes available services, locations, professionals, resources, time slots and Scheduling blocks.
The customer can choose a service and find a time available by bot, Webchat or public portal.
The system can send confirmations and reminders, allow reappointments and avoid time conflicts.
Thus, a conversation can become a appointment scheduling without relying on manual messages exchanges.
7. Bot Builder
The Bot Builder allows you to build visual flows to customer service and qualification.
The company can create questions, conditions, menus, information collection, integrations, transfers and steps of appointment scheduling.
The bot can solve repetitive activities and forward the conversation to a person when human participation is needed or even connect the bot to an AI if you want.
The goal is not to replace the human customer service. It is to remove repetitions from the team so that people can concentrate on cases that really require attention.
8. Campaigns
Conversation has a structure for campaigns in channels such as WhatsApp, Telegram and email.
You can select public, use authorized data to customize messages, Schedulingr sending and track the progress of each recipient.
Campaigns are part of the same platform where contacts, conversations and results are. This reduces the distance between communicating, receiving a response and generating an opportunity.
9. Trade
Commerce turns Conversation into a sales platform and commercial operation.
It brings together:
catalogue of products and categories;
prices, promotions and stock;
cart and checkout;
applications;
payments;
logistics and delivery monitoring;
tax documents;
audit;
external portal for customers;
internal portal for team requests.
The customer can know products, buy, pay and track your orders within the company's digital experience.
The team follows the entire operation without separating communication, request and customer service in disconnected systems.
10. Resources Human
The human Resources module connects people management and operational routine.
Among its capabilities are:
registration and monitoring of officials;
electronic point with or without facial recognition;
scales;
time-bar;
holiday;
absences and justifications;
documents;
compliance;
financial advance;
transport voucher;
the official's portal;
audit;
forms and processes related to the team.
The same platform that takes care of the relationship with customers can also organize requests and journeys of employees, respecting permissions and the protection of personal data.
11. Talking
Talking is the internal communication of Conversation.
It allows for direct conversations, groups, file sharing and links, message search, presence and organization of team communications.
This reduces the need to bring operational discussions to external tools, where the context of the work is usually lost.
12. Knowledge Base
Knowledge Base allows you to create and publish articles, guidelines, frequently asked questions and support content.
It can serve both the internal team and the clients, reducing repetitive doubts and facilitating access to reliable information.
Over time, this knowledge also becomes an important source for Con AI.
13. Research and customer experience
Conversation works with research such as CSAT and NPS to measure satisfaction and relationship.
The researches can be connected to the closure of the customer service interactions and to the channels used during the journey.
The company does not receive just one note. It can relate the evaluation to the experience that occurred before it.
14. Dashboards, reports and indicators
The platform presents commercial, operational and customer service information through dashboards and reports.
Managers can track volume of conversations, channel results, leads, appointments, campaigns, sales, team indicators and other relevant data.
The integrated vision allows us to understand not only what happened, but how one area influenced the other.
15. Users, functions and permissions
A business Super App needs to be broad without turning all information into public data for the entire organization.
Therefore, Conversation has control of users, functions, permissions, departments, resources contracted and limits per plane.
Each person accesses only the modules, information and actions corresponding to his or her responsibility.
The next layers of Conversation
Conversation already has an extensive base, but the Super App view goes beyond the current modules.
Con AI: the operational intelligence of Conversation
The Con AI is being built to be the intelligent agent of the platform.
It will not only be a chat that answers generic questions. Its function will be to understand the authorized context of the company and help people to work.
The Con may:
locate information;
Summarise operations;
explain indicators;
prepare reports;
find leads and history;
support appointments;
See messages;
analyze situations of customer service;
monitor operational information of persons;
suggest further actions;
prepare amendments for approval;
perform authorised tasks after a human confirmation.
Its initial structure is already built and is implemented under control. Evolution will take place in stages, gradually expanding the available modules and actions.
The principle will always be the same: the Con will respect the permissions of the connected person and will not perform critical actions without confirmation.
Automations: forms, processes and approvals
The Automations transforms manual procedures into traceable processes.
The functional implementation of the module already exists and advances for final approval of use in pilot companies.
With it, the company can build forms and processes for situations such as:
lead records;
customer onboarding;
admission of officials;
request for a vacation;
reimbursement;
commercial approval;
purchases;
the calendar update;
contracts;
internal requests;
research and evaluations.
Forms may be internal, public, incorporated on websites or sent by protected personal links.
Each response can create a task, update an information, request an approval, send a message, wait for a deadline or start another process.
Automations will be the layer that connects modules and transforms information into executed work.
Sites: digital presence connected to the operation
The Sites module will allow companies to create institutional sites and landing pages within Conversation.
The proposal shall include:
visual drag and drop editor;
templates;
visual identity;
visualization for computer, tablet and mobile;
own domain;
SEO configurations;
forms;
WhatsApp buttons;
Webchat;
appointments;
publication and dispublication;
version history;
restoration of an earlier version.
The difference is in native integration.
A form created on the site may start a process. A visitor may talk to the Webchat. A button may open a appointment scheduling. A new lead may enter the Leads & CS directly.
The site will not be just a showcase. It will be a gateway to the operation.
SMS
The SMS will extend the scope of Conversation for transactional messages and campaigns.
The vision includes:
individual and mass messages;
confirmations and warnings;
reminders;
delivery monitoring;
replies received;
traceable links;
cost estimate;
decadaster control;
input of the replies into the chat box;
use as an alternative when another channel is not available.
Even though it is a known technology, SMS remains important for its wide coverage and for not requiring the recipient to have a specific application installed.
RCS
The RCS represents an evolution of the message experience on the mobile.
It allows you to combine text, images, videos, buttons, cards and product coach in a conversation richer than traditional SMS.
In Conversation, the vision for RCS includes:
campaigns;
transactional messages;
products from Commerce;
customization with Leads & CS data;
cards and corsets;
buttons to buy, call or talk to a seller;
confirmation of delivery;
reading;
clicks;
responses;
entry of the conversations into the unified box;
automatic alternative to SMS when the device does not support RCS.
This will allow you to connect communication, product, order, payment and commercial result in a single measurable journey.
And then?
The long-term vision of Conversation includes other capabilities that complete the business operation:
projects, tasks and execution of services;
proposals, contracts and electronic signature;
portal of customers and partners;
Customer Success complete journeys;
SLA service center and control;
financial transactions;
purchases and suppliers;
assets, stock and maintenance;
service orders and field work;
expansion of the human Resources journeys;
training and learning paths;
integration hub;
packages prepared for different market segments.
These capabilities should not arise as isolated products. The intention is to connect them to the same identity, the same processes, documents, permissions, conversations and historical.
It's not about having more tools.
For a long time, digitizing one company meant hiring one system for each problem: one for customer service, one for sales, Scheduling, people, commerce, forms and reports. The result was a digital, but fragmented, company with information and processes spread across different tools.
The business Super App represents the next step: to make technology follow the real day of the company. The customer sees a single organization, the employee needs to work without looking for systems and the manager must visualize the entire operation without manually rebuilding it. It is this transformation that Conversation is building.
Conversation is the platform on which companies sell, serve, automate, execute, receive, communicate and develop their relationships with customers, employees and partners.
More than combining functionality, Conversation wants to connect everything that makes a company move forward.
Conversation. All the company connected in a single experience.