Onecom brings you the latest key insights from Zoom’s recent CX Summit, where Zoom global and EMEA leads in contact centre and CX joined to explore how AI is reshaping the way businesses engage with customers.
The summit also featured an keynote speech from renowned contact centre expert and Onecom consultant, Nerys Corfield, who shared her perspective on how technology is evolving to support multigenerational customer needs, blending automation and human interaction for a seamless CX experience.
AI at the Heart of CX Innovation
The summit kicked off with Ben Neo, Head of Zoom CX, EMEA, addressing the pressing challenges in customer service today. Cavell’s latest report, "Voice of the Consumer", has revealed a concerning trend – 44% of customers feel service has worsened in the past three years. With rising customer expectations, traditional contact centres are struggling to keep up.
Neo outlined the three waves of technological evolution in the contact centre: (1) voice-only solutions, (2) multi-channel cloud platforms, and (3) now entering the era of AI-powered CX strategies.
As we enter the era of AI-powered CX, Neo emphasised how AI is shifting customer service from a reactive to proactive approach. With AI’s ability to predict customer needs and automate tasks, contact centres are no longer just solving problems; they are anticipating them before they escalate.
Tools like intelligent virtual assistants, sentiment analysis, and predictive analytics, ensure that agents are equipped with the right information at the right time, leading to more efficient and personalised interactions.
This evolution marks a shift toward a customer experience that’s not only more efficient but also more intuitive, adaptable, and capable of meeting the diverse needs of today’s consumers.
Adapting to Generational Preferences
Nerys Corfield took centre stage with an impressive keynote detailing her insights on the generational differences in customer service preferences, with a focus on how each group – from Baby Boomers to Gen Z – interacts with evolving technologies, like AI.
Corfield’s analysis underscored the importance of tailoring customer service strategies to meet the distinct needs of each generation. She highlighted that Baby Boomers favour more traditional, human interactions, such as voice calls, because they value the personal human touch, even if it means longer wait times.
Meanwhile, Gen Z leans heavily on digital tools and AI-driven interactions, such as chat bots, expecting quick, efficient service. However, Corfield stressed that while Gen Z is tech-savvy, they still want human support when dealing with more complex issues.
Her key point? Businesses need to strike the right balance between automation and personalisation, ensuring that every customer, no matter their generation, feels supported and valued. By blending AI with human interaction, companies can create a seamless, inclusive experience that meets the expectations of both older and younger customers.
AI-Driven CX: The Future is Here
The summit also featured sessions from Amy Roberge and Laura Ball, Zoom CX’s AI experts, who emphasised the growing importance of AI in customer satisfaction. In today’s landscape, 80% of customers believe their experience with a company is just as important as the products or services they receive.
AI helps contact centres better address customer pain points by automating repetitive back-end tasks, effectively speeding up response times and allowing agents to focus on complex queries that require a human touch.
Head of Zoom CX Engineering EMEA, Iqbal Javaid, and Zoom CX Evangelist, James Adamczuk, held a live demo of how this back-end automation really works and frees up agent time. In addition to showcasing tools like AI Expert Assist, which streamlines customer service by providing real-time data and sentiment analysis.
A New Era for Contact Centres
As the discussions concluded, one message was clear: the future of customer service lies in harnessing AI to create proactive, seamless, and efficient experiences. While AI is not a silver bullet, when strategically implemented, it enhances both customer satisfaction and agent productivity.