CX Is Now a Strategic Investment With AI, Real-Time Analytics
AI-driven analytics is transforming customer experience (CX) from a cost center into a strategic investment. While consumers have concerns, industry leaders increasingly see AI as essential for optimizing CX and driving revenue. A recent study by Nextiva shows that CX has transitioned away from being thought of as a cost center. The unified customer experience management (UCXM) platform firm’s survey responses from more than 1,000 in-house CX leaders across the U.S., U.K., and Canada now consider AI analytics a business revenue driver and a leading indicator of business performance.
The survey results indicate that CX leaders and the businesses they manage face an increasingly competitive digital economy. The study revealed that 92% of companies embrace AI for CX, but only 9% lead with mature adoption. “Customer experience is recognized as a strategic investment on the C-suite agenda,” said Tomas Gorny, CEO and co-founder of Nextiva. “But to truly capitalize on CX as a revenue driver, businesses need to overcome tech debt, accelerate AI adoption, and focus on harmonizing AI and the human touch.” Gorny emphasizes simplifying operations, consolidating technologies, and enhancing personalization. Companies that embrace these trends will be rewarded with the loyalty of customers whose expectations continue to rise, he advised. According to Yaniv Masjedi, Nextiva’s chief marketing officer, AI-driven analytics transform CX by capturing real-time data, spotting patterns, and instantly predicting customer needs. Unlike older systems that analyze data only after the fact, AI helps users monitor live interactions — like call transcripts and sentiment — to trigger instant responses.
- “This means businesses can tailor experiences immediately for their customers and resolve issues as they occur. In short, these capabilities boost customer satisfaction and loyalty in ways traditional platforms never could,” he told CRM Buyer.
AI-Powered CRMs Address Revenue Challenges
In conducting the survey, market research firm Dimensional Research sought the most significant challenges and opportunities CX practitioners face. It found seven clear trends:
More Details
- CX’s reputation rises in the C-suite and shines as a revenue generator.
- Tech, culture, and ROI have shifted CX’s perception over the years.
- Tech debt stalls CX progress as teams struggle with tool overload.
- To truly impact customers and win in the field of CX, businesses need to embrace AI to help streamline operations and enhance customer interactions.
- Revenue generation was the top AI investment driver.
- AI-related CX challenges evolve with maturity: data issues drop, complexity rises.
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