Key Practices of Successful CX Brands for Making AI a Force Multiplier

Author: Robin Gareiss, CEO & Principal Analyst Not available for licensing. Though artificial intelligence (AI) is applicable to all areas of business life, nowhere is the success more measurable and profound than in customer service. The options are plentiful, leaving customer experience (CX) leaders with the challenge of setting priorities with a finite budget. Technology providers offer myriad solutions that can help as standalone products or integrate with others to improve customer experience exponentially. For example, Figure 1 shows the variety of AI-powered capabilities CX leaders are evaluating, along with their priority ratings for each, according to Metrigy’s AI for Business Success 2024-25 global study of 697 companies. This is a great start, but how are these leaders to know which technology or operational practice will deliver the best results?

That’s where Metrigy’s Research Success Groups add real-world insights to technology decisions. In each of Metrigy’s studies, analysts use algorithms to identify companies with higher-than-average business metric improvements using a given technology. With AI for CX, we evaluated changes in customer satisfaction, revenue, agent efficiency, operational costs, as well as CX-specific Key Performance Indicators such as average handle time, after-call savings, and agent attrition. The result is research that compares companies with the best documented success against those that have low or no success. In the table above, the success group selected chatbots for customers, transcription, and sentiment analysis significantly more than the non-success group.

This report will show what successful companies are doing to deliver a better customer experience—ultimately providing decision makers with a guide for technology and operational decision making. We will examine adoption and spending, along with the role of generative AI, agent assist/copilot, AI-powered bots, and voice of the customer (VoC) in successful organizations.

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Table of Contents

• Introduction: AI’s Ever-Complex Role in Customer Engagement
  • The Metrigy Research Success Group
• AI Adoption and Spending
  • Centers of Excellence
  • AI for CX: Cha-Ching!
• Smart Choices for AI
  • Generative AI Accelerates Technology Adoption
  • Agent Assist/Copilot Elevates Agents
  • AI-Powered Bots/Virtual Agents Automate Resolutions
  • VoC Vital in Making the Best Decisions to Improve Experiences
• Conclusions and Recommendations