Navigating the Current and Future Frontiers of AI in Customer Experience: Insights from a Recent Survey

Artificial intelligence (AI) is proving to be a revolutionary tool that is reshaping the outlook of customer experience (CX). A recent survey looking at the adoption of AI by CX professionals, conducted by Engage Customer and Verint, provides a comprehensive view of how organisations are engaging with AI to improve their CX, highlighting both current challenges and future opportunities. The survey results provide a cohesive narrative, giving us insights into how businesses are leveraging AI and where the future lies in this dynamic field. Read on to discover those key findings.

Current Challenges and Investment Priorities

Firstly, a significant challenge identified by the survey is managing disparate datasets, with 35% of respondents citing this as their biggest issue when working in CX. Fragmented data across various systems impedes companies’ abilities to deliver consistent and personalised customer experiences. To address this, organisations must focus on data integration and create a consolidated system of customer interactions.

Meanwhile, 30% of organisations are struggling with CX automation. While automation is crucial for improving efficiency and streamlining customer interactions, implementing it effectively remains a challenge. Similarly, 25% are focused on overcoming obstacles related to AI applications, confirming that there are complexities involved in integrating AI technologies into existing systems.

There is a clear focus on human resources and AI technologies in the respondents’ investment priorities. Half of the survey participants are investing in their teams, recognising the critical role of skilled personnel in delivering exceptional customer experiences. At the same time, 35% are directing funds towards AI applications, showing commitment in harnessing AI’s transformative potential. These strategic investments indicate that organisations are not only investing in technology but also in the people who will drive its successful implementation forwards.

Current Engagement and Potential Gains

The survey shows that 55% of organisations are currently trialling AI, assessing its capabilities and benefits. This phase of experimentation allows companies to test various AI applications and determine their fit with their CX goals. On the other hand, 30% of organisations have yet to engage with AI, possibly due to concerns about complexity, cost, or ROI. A smaller proportion, 15%, is already investing in AI, reflecting that there is a small but proactive stance among businesses.

The survey participants demonstrated awareness of AI’s potential gains. Knowledge management emerges as a significant opportunity with 45% of respondents identifying it as a key benefit. AI’s ability to aggregate, analyse, and utilise vast amounts of information can transform how organisations manage and leverage knowledge, leading to improved decision-making and enhanced customer support. Intelligent routing and conversational AI are also recognised for their potential to improve CX, with 30% and 25% of respondents, respectively, identifying these areas as highly promising.

Perceived Impact and Barriers to Adoption

The perceived impact of AI-driven improvements varies, with 55% of respondents expecting only small enhancements in CX. There is evidentially belief in AI’s potential but such cautious optimism suggests that organisations anticipate incremental rather than transformative changes. Meanwhile, 30% expect sizeable improvements, indicating that fewer participants view AI to be a game-changer for CX.

Then there is the issue of barriers to AI adoption. The most significant block is the lack of technology, cited by 55% of respondents. This suggests that many organisations face challenges in acquiring or integrating the necessary tools and systems. Concerns about ROI also pose a challenge, with 25% of respondents questioning the proven benefits of AI investments. Addressing these barriers requires companies to instigate a phased approach to AI adoption, starting with pilot projects that demonstrate clear, measurable outcomes and that build confidence in AI’s value.

Timeline and Strategic Investments

Looking ahead, an impressive 75% of respondents believe that AI’s full benefits will be realised within the next three years. This long-term outlook reflects the gradual nature of AI’s impact on CX, with organisations anticipating that it will take time to fully integrate and optimise AI technologies.

To create a more seamless customer experience, investments are being directed towards digital channels and journey orchestration. Digital channels improve accessibility and connectivity, on which half of the respondents are focusing, while 37% are investing in journey orchestration to mitigate transitions across customer touchpoints. From this, it is clear that both technology and strategy are essential in achieving a connected and cohesive CX.

Conclusion

The survey offers a nuanced understanding of how organisations are navigating the frontiers of AI in customer experience. While challenges such as managing disparate datasets and integrating AI applications remain, respondents demonstrate a clear commitment, albeit careful and guarded, to take advantage of AI’s potential. Investments in human resources and AI technologies reflect a strategic approach to enhance CX, while trialling and exploring AI applications reveal there is a cautious but optimistic outlook.

As organisations work towards overcoming barriers and capitalising on AI’s potential, they have the power to transform customer interactions and deliver more personalised and seamless experiences. By addressing challenges, focusing on strategic investments, and maintaining a long-term perspective, businesses can successfully remodel the old system of customer experience and position themselves for a future of sustained success.

To find out more about the use of AI in CX, why not watch our recent episode of Engage Customer Talks in partnership with Verint and AWS?