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CX in the age of AI
and beyond
Key customer expectations
Solve my problems before I even know they exist
Make my experience as unique as I am
Understand what I feel, not what I say
Deliver my experience consistently, no matter where I am
This report explores the transformative impact of Artificial Intelligence (AI) on customer experience (CX) across various sectors. It highlights AI's role in anticipating customer needs, delivering hyper-personalised experiences, and enhancing transparency and empathy in interactions. The report underscores the necessity of integrating AI into CX strategies for business growth and relevance, emphasising ethical considerations and robust data governance. It discusses the evolution from reactive to proactive customer service models, facilitated by AI technologies like machine learning and natural language processing. The report also addresses the importance of humanised AI, capable of understanding and responding to customer emotions, and the need for responsible AI adoption. It highlights the potential of AI to drive operational efficiency, employee productivity, and new revenue streams, while cautioning against overreliance on AI. The report concludes by advocating for a strategic approach to AI integration, aligning with cultural nuances and leveraging industry insights to deliver game-changing customer experiences.
Key customer expectations
Solve my problems before I even know they exist
Make my experience as unique as I am
Understand what I feel, not what I say
Deliver my experience consistently, no matter where I am
Harnessing AI's full potential
AI as a CX transformative force
AI is revolutionising customer experience by facilitating hyper-personalisation and proactive service models. It enables businesses to anticipate customer needs empathetically and provide seamless and consistent interactions across all touchpoints in the customer journey, thereby enhancing satisfaction and loyalty. Integrating AI into CX strategies is crucial for maintaining competitiveness and driving growth.
Ethical AI adoption
The report emphasises the importance of responsible AI adoption, focusing on ethical considerations, data governance, and transparency. It underscores the necessity for robust frameworks to ensure fairness and accountability, preventing biases and securing consumer trust.
Workforce empowerment
AI tools are boosting employee efficiency by automating routine tasks and providing real-time insights. This empowers employees to concentrate on delivering exceptional service and creative solutions, ultimately enhancing customer experience and operational efficiency.
AI-driven business models
The report explores the emergence of new business models driven by AI, such as quick commerce and "Anything as a Service" (XaaS). These models offer scalable, customer-centric solutions, improving operational efficiency and meeting evolving consumer demands.
About the survey
To discover our key insights, we constructed a design guide aimed to identify the relevance of AI in CX, current trends in AI and CX, best practices, metrics, current challenges faced, technological investments and future visioning. We undertook in-depth online qualitative interviews with senior executives, C-suite leaders, and experts in the CX field across diverse sectors in India, including automotive, aviation, hospitality, service, finance, industrial and retail. Additionally, we spoke to sector leaders at PwC for their insights and expertise. As part of our two-pronged approach, we then undertook extensive secondary research across each sector to validate the emerging trends that emerged from our primary research.
Special thanks
Kavan Mukhtyar, Ravi Kapoor, Rajnil Malik, Vinod Kumar, Manmeet Sehmi.
Contributors
Ayaan Krishan Varma, Sagar Bhattacharje, Preethi Sridha, Shruti Nim
Contact us
Somick Goswami
Partner and Leader, Business Transformation, Mumbai, PwC India
Rituparno Mukhopadhyay
Partner and Co-Leader, Customer Transformation, PwC India
Amit Khanna
Partner and Co-Leader, Customer Transformation, PwC India
Sameer Kanegaonkar
Partner, Customer Transformation, PwC India
Saurabh Tayal
Partner, Customer Transformation, PwC India
Gargi Banerjee
Director, Customer Transformation, PwC India
Reina Bhardawaj
Associate Director, Customer Transformation, PwC India
Nitesh Goyal
Associate Director, Customer Transformation, PwC India
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