Understanding the Customer Experience Disconnect
In the fast-evolving landscape of customer experience (CX), there remains a stark contrast between what businesses profess and what they deliver. A recent study by Infobip in collaboration with Harvard Business Review Analytic Services has highlighted a crucial gap: although a staggering 93% of surveyed professionals acknowledge the significance of creating positive conversational experiences, only 36% feel confident in their organization’s ability to do so effectively. This discrepancy indicates a broader issue within the industry regarding the implementation of AI technologies in customer interactions.
Reevaluating Customer Experience in the Age of AI
As Ben Lewis, VP of Marketing and Growth at Infobip, aptly stated, “It’s time to rethink what customer experience really means in the AI era.” The traditional methods of engagement are no longer sufficient. Businesses must embrace AI to foster genuine, human-like conversations that resonate with customers. The study, titled Conversational Experiences: The Untapped Potential of AI in Customer Engagement, underscores the urgent need for organizations to bridge the gap between their aspirations and their actual performance.
The Untapped Potential of AI in Customer Engagement
The findings from the report paint a clear picture of the challenges facing organizations today. Many businesses utilize various communication channels, including SMS, messaging apps, email, and chatbots, at crucial touchpoints. However, the effectiveness of these channels is often compromised by a lack of integration and automation. Most brands are failing to deliver the seamless and intuitive conversations that today’s consumers expect.
Lewis further emphasized, “While everyone talks CX, almost no one delivers. When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency – they lose trust.” This loss of trust can have long-lasting repercussions for businesses, making it essential for them to rethink their strategies and leverage AI effectively.
Identifying the Roadblocks to Effective CX
The study identified several critical barriers preventing organizations from achieving effective customer engagement:
| Roadblock | Percentage of Respondents |
|---|---|
| Poor visibility of activity across all platforms | 48% |
| Difficulty capturing customer data across all stages of the customer journey | 46% |
| Challenges integrating AI-powered features into communication platforms | 44% |
| Lack of best practices around using communication platforms | 49% |
| Insufficient investment in advanced conversational technology | 48% |
These statistics illustrate that nearly half of the surveyed organizations are grappling with significant visibility issues and a lack of coherent strategies for data capture and AI integration. The failure to invest in advanced conversational technologies further exacerbates these challenges, leaving many brands ill-equipped to meet contemporary customer expectations.
Strategies for Enhancing Conversational CX
Despite these obstacles, there is a silver lining. Many companies recognize the necessity of improving their conversational experiences. According to the study, over the next 12 months, organizations are prioritizing the following strategies:
- 50% are focusing on automating their processes.
- 41% aim to enhance the use of AI in conversations.
- 39% are prioritizing the integration of communication platforms.
This proactive approach signals a growing awareness of the importance of automation and AI in creating meaningful customer interactions. Infobip is at the forefront of this transformation, empowering businesses to automate, personalize, and humanize customer interactions at scale.
Building Trust Through Effective Communication
As Lewis pointed out, “This isn’t about tools – it’s about trust.” For brands to cultivate trust with their customers, every message, chatbot, and notification must convey an understanding of the customer’s needs and preferences. Infobip’s commitment to helping brands deliver personalized experiences across all channels is pivotal in achieving this goal.
To learn more about the insights from the study and discover how Infobip is leading the charge in customer engagement, visit Infobip’s official site to download the full report.
Recognizing the challenges and opportunities presented by AI in customer engagement is essential for businesses aiming to thrive in today’s competitive landscape. The insights provided by Infobip and Harvard Business Review serve as a valuable resource for organizations looking to enhance their CX strategies and implement effective solutions.
Source Article: https://telecomreseller.com/2025/07/07/everyone-talks-cx-almost-no-one-delivers/
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