Somewhere in most organizations right now, a CX team is under pressure to move faster on AI. A competitor launched something. A board member read an article. The tools are impressive, the demos are slick, and the message from above is some version of: why aren't we doing this yet? So, the question on the table [...]
A while back, I was brought in to do foundational work for a company: segment the customer base, build out the personas, and design the value proposition. It was the right work to do. It also took months — interviews, workshops, data pulls, the slow process of turning scattered signal into something the business could [...]
On a recent Customer Experience Live UK panel I was on, something came up that surprised the room. When customers were given a choice between a live agent and an AI agent to resolve a service issue, many chose the AI one. That seems to cut against everything we hear about customers distrusting AI. But [...]
CX is finally being pulled into the operational core — measured on revenue, cost to serve, and risk, held to the same commercial standard as every other function. That shift is right, and it's overdue. But the rush to get there is quietly dangerous. The market's response to this shift hasn't been coherence. It's been [...]
In my recent CMSWire article, I wrote about how AI search is becoming the new gatekeeper in B2B buying — how buyers are using tools like ChatGPT and Perplexity to research vendors before ever visiting a website, and how the buying decision is increasingly happening before you know a prospect exists. If you haven't read it, [...]
A contact center director I spoke with recently was proud of her team's AI rollout. Automated routing, real-time agent assist, call summarization — the works. Six months in, customer satisfaction scores were trending upward and handle times were down. Then one of her AI-powered chat agents told a visibly distressed customer to "try to look [...]
We've had several conversations recently with CX leaders that got us thinking. Their AI chatbots were handling thousands of interactions successfully—until one told a frustrated customer to "calm down." Sound familiar? You're not alone. This scenario is playing out in organizations worldwide, and it's exactly why responsible AI governance has moved from "nice to have" [...]
We've had several recent conversations with brands that got us thinking. They were frustrated because their customer service team was drowning in repetitive inquiries while their customers were getting increasingly impatient with response times. Sound familiar? This scenario is playing out across the globe, and it's exactly why artificial intelligence (AI) has moved from "nice [...]
Welcome to M4 Communications' Five Customer Experience Trends to Drive Value in 2025. Before we dive into the Five Customer Experience Trends to Drive Value in 2025, I want to start with a story. I recently had a similar experience to the scenario below. I tried many times to connect to a live agent, it [...]
