Embracing Generative AI through a Unified Customer Experience (CX) Platform Approach
Viewpoint

15 Jan 2025
by Sharang Sharma, Nimish Sharma

Unified Customer Experience (CX) is a transformative approach that addresses the challenge of fragmented and disjointed customer interactions common in traditional systems. By integrating all touchpoints – websites, mobile apps, social media, and call centers – into a single, cohesive framework, businesses can eliminate siloed data, streamline operations, and deliver consistent, personalized experiences that meet modern consumers’ evolving expectations. This unified approach ensures a comprehensive customer view, reduces inefficiencies, and lowers costs, all while enabling real-time insights and better decision-making. Generative AI is essential in this transition, offering the ability to enhance personalization, improve product recommendations, and drive innovative strategies. By adopting a unified CX platform, organizations position themselves to deliver seamless customer journeys, foster trust, and secure sustainable growth, establishing an edge in today’s competitive landscape.

This viewpoint discusses the case for unifying CX through an AI-native CX platform, the challenges enterprises face scaling AI initiatives leading to the need for unification, how to overcome implementation pitfalls, and the future of CX driven by innovation.

Scope

All industries and geographies

Contents

In this report, we examine:

  • The challenges enterprises face when scaling AI initiatives
  • The unification of CX architecture for the AI age
  • Next-generation CX through AI-native CX platforms
  • The implementation pitfalls and how to avoid them
  • The future outlook of CX with technology innovation

Membership(s)

Customer Experience Management (CXM) Services, including Contact Center Outsourcing

CX Excellence

CXM Technology

Sourcing and Vendor Management

 

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