We’re only beginning to see what’s possible with generative AI in CX. This year, 70% of the 4,500 global CX leaders we surveyed for our annual CX Trends report say they’re reimagining their entire CX operation because of it. That means everything about the modern customer experience may soon feel antiquated or outdated. It may be a wild prospect, but it’s a view that customers also share. Among those who have already used generative AI, three out of four believe it will completely upend the customer experience.
Welcome to a more intelligent CX era
Generative AI may be grabbing the headlines, but it’s just one of the many tools, including automation and data analytics, that are helping to usher in this new era of intelligent CX. And though we’re headed to a future where most customer interactions will be automated, generative AI can add a critical layer of warmth and familiarity—even if you’re serving millions of customers. That’s a major reason why 70% of CX leaders plan to integrate generative AI into most of their touchpoints in the next two years.
Beyond helping to deliver a friendlier automated experience, generative AI will transform the long-abhorred chatbot into a true digital agent—one capable of carrying brand identity, analyzing customer intent and sentiment, gathering context, and responding accordingly. It will boost the efficiency and efficacy of teams by making it possible to leverage vast amounts of data. And ultimately, it will help to scale a level of hyper-personalization that we’ve only yet dreamed about: tailor-made experiences for every customer.
Just as the internet revolutionized how customers engage with and experience brands over and over again, we can expect AI to do the same. Though we may not know what will be possible with the technology in ten years time, it’s critical to keep one eye on the future while ensuring there’s a solid foundation in place.
Leadership must create buy-in
When it comes to AI integration, the desire to move quickly might be undermining future success. As CX leaders push ahead in testing and adopting these technologies, they’re leaving their frontline agents behind. Only a quarter of agents see AI as a strategic necessity, compared to 65% of leadership. And only a third of agents say they understand their department’s AI strategy. That’s a major issue for any team looking to enact widespread change.
It seems that the disconnect stems from a host of causes: inadequate training, unclear guidelines, and expectations from leadership that perhaps aren’t in line with the current capabilities of the tech or the department. While 72% of CX leaders believe they have provided adequate training and guidance on generative AI, more than half of agents say they’ve received no training at all. Among those that have received some instruction, only 21% are actually satisfied with it.
A smarter approach to AI integration — 5 tips for CX leaders
Generative AI can be immensely helpful, but it’s not a one-size-fits all technology. Without careful consideration of what tools you select, where you integrate them, and how you deploy these changes, you risk creating additional friction with your customers—and your team. Here are five tips for CX leaders:
1- Build trust in tools and process
Most people believe in the power of AI, but few feel ready to let it answer customer questions with no supervision, controls, or quality assurance. By initially limiting AI deployment to select use cases or teams, leaders can help to build trust and ensure that human agents remain in the loop and ready to step in where needed.
2- Invest in comprehensive training
Leaders should invest in thorough training programs for all AI tools, but especially those that handle vast amounts of data or are tied to intricate processes or workflows. Additionally, there must be clear guidelines on which generative AI tools agents can use and for what purpose.
3- Equip agents with advanced AI
Leaders should prioritize AI tools that make agents more efficient and effective at serving customers. This could include automated suggestions to help agents adopt a more on-brand tone or smart triaging to help them prioritize incoming tickets based on things like urgency, customer value, or complexity.
4- Communicate clearly about role evolution
It’s critical that leaders are clear and transparent about how AI tools will reshape agents’ roles. Things will change, but AI is ultimately a tool that will make it easier for agents to do their jobs and deliver superior CX. Make sure that you are collecting agent feedback and input to ensure buy-in for the process.
5- Don’t be afraid to experiment
Since these tools are advancing and evolving so quickly, it’s important to figure out what works best for your specific needs. An AI use case that works well for one team might not make sense for another. Gather key stakeholders and dive deeply into your customer journey—what’s working well? What could be improved? And where could generative AI really help? Experimentation often leads to true innovation.
Want to learn more about our research? Visit our 2024 CX Trends hub for more insights from CX leaders, customers, and our in-house experts.
