AI and the Future of CX

Exceptional Customer Experience is no longer a luxury, but a necessity to build brand loyalty and drive growth. 

When designed and managed well, Gen AI has the power to understand and respond to customer requests with true precision, as well as improve efficiency, enable personalization, and ensure 24/7 service availability. 

At the heart of experience remains the fundamental need for brands to understand people and the role they play in their lives. Our research shows that customers are more likely to churn when the experience doesn’t match the expectations set by the brand promise. And 28% of CX professionals across the world admit that the experiences their organizations are delivering to customers are generally worse than promised. 

Gen AI can significantly enhance how experiences are designed, delivered and measured. To evolve AI experiences using Human Intelligence (HI) principles, we emphasize the importance of understanding customer expectations, context and empathy.

While Gen AI holds significant potential to transform CX, it is crucial to keep Human Intelligence at the heart of experience design.

We show how Gen AI can interact with Ipsos’ Forces of CX framework and the six key dimensions of Fair Treatment, Certainty, Control, Status, Belonging and Enjoyment that are critical to building strong customer relationships. By incorporating these dimensions into AI-driven experiences, organizations can ensure that technology enhances, rather than undermines, human connections, and drive those desired outcomes of improved retention, share of spend and advocacy, as well as operational efficiency. 

We provide an overview of our CX HI+AI toolkit, including CX Maturity assessment, CX Journey to map customer and employee journeys, CX Measurement and Analytics, together with a clear roadmap for designing Gen AI experiences, emphasizing the importance of applying the service design approach, and determining the Return on CX Investment (ROCXI). 

Download the POV