Podcast ¦ CX Files: Gerry Brown – The Customer Lifeguard – CX Is Changing Fast

Key Take Aways

1. Customer experience (CX) remains fundamentally unchanged since 2018, with core principles such as customer-centricity still holding true, even post-pandemic.
2. The concept of a win-win in customer interactions persists; customers should feel they receive value and fairness, regardless of whether they are dealing with large organisations or government entities.
3. Organisations increasingly deliberate on whether to keep customer service in-house or outsource to Business Process Outsourcers (BPOs), weighing efficiency, cost, and specialised expertise.
4. The value proposition for BPOs now extends beyond cost savings to include quality, agility, and specialised skills, particularly in multi-channel and automation technologies.
5. There is a growing trend for organisations to utilise BPOs selectively, leveraging their services for specific interactions or in response to operational challenges like time zone differences or language barriers.
6. BPO providers are responding by shifting from staffing-focused offerings to comprehensive CX solutions that encompass AI, cloud, and integration of new technologies.
7. Organisations are recognising the strategic importance of AI, especially in process automation, agent assistance, and quality assurance, but face significant challenges in scaling AI pilots due to disorganised data.
8. Successful AI deployment is often seen in areas like conversational AI, summarisation, compliance QA, and triage, helping to improve service levels and operational efficiency.
9. Customer metrics such as average handle time (AHT) are now being replaced or integrated with more holistic measures that evaluate customer outcomes and employee support.
10. Moving away from a sole focus on cost reduction and FTE-based pricing, organisations are adopting more sophisticated evaluation metrics linked to customer and employee experience.
11. The shift towards hybrid working models has accelerated due to the pandemic, demonstrating that remote work can be deployed rapidly and effectively across diverse organisations.
12. Future CX strategies for 2026 will prioritise AI expansion, employee experience, and more humane, outcome-led metrics that focus on customer satisfaction and loyalty.

Key Statistics

• Approximately 75% of organisations handle customer service internally rather than outsourcing.
• 95% of companies are unable to scale their AI pilots to full enterprise solutions, primarily due to disorganised data.
• Less focus is now placed on traditional metrics like average handle time, with a move towards measuring customer and employee outcomes.

Key Discussion Points

• The enduring relevance of customer-first principles in the modern CX environment.
• The evolving role of BPOs from staffing providers to comprehensive CX solution partners.
• The strategic importance of automating mundane tasks with AI to free up agents for higher-value interactions.
• Challenges organisations face with legacy systems and data silos impacting CRM and analytics initiatives.
• The increased adoption of AI tools for quality assurance, call triage, and conversation summarisation.
• The shift from FTE-based pricing models to outcome-driven evaluations in CX contracts.
• The impact of pandemic-induced remote and hybrid working models on customer service delivery.
• Organisational focus on employee experience as a driver of customer satisfaction.
• The importance of moving beyond traditional metrics to evaluate true customer and business outcomes.
• The strategic role of AI in delivering operational agility and differentiation for contact centres.
• The importance of relevance and continuous learning for CX professionals amidst rapid technological change.
• The value of holistic measurement frameworks that incorporate qualitative customer feedback and employee engagement.

Podcast Description

This podcast explores the evolving landscape of customer experience (CX) across diverse sectors, with insights from industry experts and independent consultants. It discusses key trends such as the strategic role of AI, the shifting dynamics between in-house and outsourced CX operations, and the importance of holistic metrics that go beyond traditional measures. Emphasising practical implications for senior managers in financial services, the discussions aim to shape future-facing CX strategies that prioritise customer and employee outcomes amid rapid technological advancement.