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Thought leadership

New research in this week’s newsletter finds found that technology will be the major driver behind the reimagined customer experience (CX), and that brands must rethink their customer ecosystems to keep pace with empowered consumers and evolving consumer technologies.

By 2030, the brands surveyed in the study see a massive shift toward the automation of customer engagements. The research anticipates that smart machines will replace humans and handle roughly two-thirds of customer engagement, decisions made during real-time engagement, and decisions around marketing and promotional campaigns.

According to the research, by 2030, two thirds of customer engagement between a brand and consumer using digital devices (online, mobile, etc.) will be completed by smart machines rather than the human agents of today. And by 2030, 69% of decisions made during a customer engagement will be completed by smart machines.

“It is becoming increasingly clear that there will be a rapid growth in the relationship between humans and machines over the next decade,” said Daniel Newman, Principal Analyst and Founding Partner at Futurum Research. “Companies will have to strike a delicate balance between providing highly empathic human-like experiences with the instantaneous results that consumers have come to expect. Technology will be the bridge as data, analytics, machine learning and AI will enable machines to deliver this balance in a more humanistic way that satisfies customers and delivers increased efficiencies to the enterprise.”

This is a fascinating piece of new research and the issues and challenges arising will be discussed in detail at our upcoming Customer Engagement Summit just over two weeks from now. Have you got your ticket yet for Europe’s premier CX conference?

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