AI

CX is no longer something that can be “managed” with dashboards and quarterly NPS reviews. It has become unpredictable, fragmented, and emotionally charged. A single missed delivery window or an off-script chatbot can unravel months of goodwill. Customers expect every interaction to be instant, personalized, and frictionless.

If the AI sounds smart, the assumption is that it must be working. But sounding smart is not the same as being useful. Language models are not built to understand your systems, your customers, or your logic. Without orchestration (the layer that manages context), they are disconnected from reality.

You do not need another primer on why AI is transforming customer experience. You have seen the demos. You have heard the promises. You might even be piloting something right now that automates part of your customer support or routes inquiries based on intent.

CX is no longer just about service. It has become the foundation of competitive advantage. It determines whether customers stay, leave, or even advocate for your brand. Yet, most enterprises still try to fit modern CX into outdated frameworks. They invest in technology but fail to redesign the processes that power it.