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Is CX Improving or Declining? A Take on Brendan Read's Article

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Brendan Read's article, "Is CX Improving? Or Declining?" from Contact Center Pipeline, dives into something we've all noticed: customer experience (CX) isn't what it used to be—or what we hope it could be. It's a timely read packed with insights into why CX is struggling and how businesses can turn things around.

 

What's Going Wrong?

 

Forrester's CX Index paints a pretty grim picture: customer satisfaction has dropped for three straight years, hitting rock bottom. The three significant drivers of CX—effectiveness, ease, and emotion—are all trending downward. Yikes.

The biggest culprit? Expectations. Customers expect fast, easy, and personalized service across every channel, whether they're talking to a human or a chatbot. And why wouldn't they? We've been promised that AI would make customer service better than ever. But let's be honest—most companies aren't there yet. Instead of cutting-edge tech, we're often stuck with clunky bots, disjointed systems, and long waits for simple answers.

 

Can AI Save the Day?

 

The article does a great job explaining AI's double-edged sword. On the one hand, it's a game-changer when done right. Companies like Republic Services and Sony have seen amazing results, like fewer repeat calls and better customer sentiment, by using AI built specifically for customer service. On the other hand, poorly implemented AI—like bots that don't understand your question—can do more harm than good.

The key takeaway? AI works best when it's integrated into a single, unified system. This means breaking down data silos, giving agents all the info they need at their fingertips, and using AI that's trained on the correct data (not just random internet scraps).

 

The Real Problem: The Human Touch Is Missing

 

One of the most relatable points in the article is how much we value talking to a real person who gets us. Automation is great for simple tasks but can't replace empathy or creativity. A chatbot won't cheer you up when you're frustrated, and it definitely won't offer that small but meaningful gesture—like a refund or free shipping—that turns a bad experience into a great one.

As Brendan points out, the balance is using AI to handle repetitive tasks so human agents can focus on what they do best: building relationships and solving problems with a personal touch.

 

So, What Needs to Change?

 

The article lays out some solid advice for businesses trying to improve CX:

 

  1. Empower Agents with the Right Tools: Give them access to all the data they need to help customers quickly and accurately.

  2. Listen to Your Customers: Use feedback (and active listening) to find out what's working and what isn't.

  3. Streamline Tech: Ditch those disconnected systems and invest in unified platforms that work across all channels.

  4. Invest in Training: Agents need ongoing support for customer needs and new tech.

  5. Don't Skimp on Quality: Whether it's the products you sell or the service you provide, cutting corners will always come back to bite you.

 

Final Thoughts

 

The article makes a great point: CX isn't just improving or declining—it's evolving. Technology like AI is making big waves, but it's not a magic fix. At the end of the day, customers still value speed, ease, and that human connection. Companies that find the right balance will win the loyalty of their customers, while those that don't will struggle to keep up.


If you've ever been frustrated by a customer service call or wowed by one, this article will definitely hit home. It reminds us that good CX isn't just about having the latest tech; it's about understanding and meeting your customers where they are. And that's something we all appreciate.


At NuResolution Technology Group, we specialize in simplifying CX technology decisions, helping organizations save time, reduce costs, and accelerate results. Let us be your "who" for finding, selecting, and enhancing CX technologies and solutions.




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