Punk CX: Describing yourself as ‘AI-first’ is a mistake – Interview with Chris Morrissey of Zoom

Key Take Aways

1. Customer experience (CX) should be driven by outcomes and connection, not just technology or buzzwords like AI-first.
2. The concept of “connection first” prioritises establishing meaningful relationships over the immediate adoption of technological fads.
3. Organisations in financial services must focus on delivering seamless, low-effort experiences that genuinely reduce customer friction.
4. Personalisation should be authentic, deep, and tailored, mirroring personal relationships rather than superficial scripts or rote messaging.
5. Excessive friction in customer journeys—especially when it is unnecessary—can damage brand loyalty and retention, even if initial satisfaction scores appear high.
6. Reducing effort should be balanced with ensuring customers understand and are willing to engage with value-adding processes, such as disclosures or choice-making.
7. Customer service insights are a highly underutilised resource that can inform every organisational function across product, marketing, and executive strategy.
8. Analytics and real-time data derived from contact centres are crucial for organisational agility, but organisational silos often limit their impact.
9. The future of customer interaction extends beyond chatbots and voice bots towards orchestrated workflows that integrate internal systems and provide end-to-end automation.
10. Customer experience functions need to evolve from a vertical department into a horizontal, organisation-wide practice that provides strategic insights.
11. Proactive, personalised outreach—using data intelligently—improves customer loyalty and reduces the need for reactive interactions.
12. Successful companies focus on delivering authentic connection and outcomes, leveraging technology as an enabler rather than a defining strategy.

Key Statistics

• In the past, some vendors have shifted focus frequently (mobile first, cloud native, analytics driven, AI first), indicating technology fads that do not alter core customer needs.
• Voice channels have grown faster than chat for self-service, countering initial predictions of decline.

Key Discussion Points

• The importance of shifting from an “AI first” mindset to a “connection first” approach centred on outcomes.
• How organisational focus on reducing effort influences customer satisfaction and loyalty.
• The risk of overemphasising frictionless experiences, which can deprive customers of valuable decision-making moments.
• Authentic personalisation versus superficial scripted interactions, and how genuine relationships enhance customer engagement.
• The organisational silo mentality in contact centres and the need for insights to be shared enterprise-wide.
• The potential for customer interactions to inform product and marketing strategies in real time.
• The evolving role of contact centres from cost centres to strategic data and insight sources.
• The future of customer interaction involving orchestrated workflows and AI-driven automation.
• Challenges and opportunities in elevating contact centre insights into organisational decision-making.
• The significance of proactive outreach and offering relevant, personalised updates without waiting for customers to escalate issues.
• The importance of choosing technology to support genuine customer relationships, not just for its novelty.
• How a “connection first” philosophy aligns with a company’s core mission and long-term customer loyalty.

Podcast Description

This podcast explores innovative perspectives on customer experience, emphasising outcomes and authentic connection over technological trends. Featuring industry experts, it discusses how organisations—particularly in sectors like financial services—can deliver frictionless, personalised experiences that create real value for customers and employees alike. Topics include moving beyond buzzwords like AI-first, leveraging insights across organisational silos, and designing orchestrated workflows that enhance both customer satisfaction and strategic decision-making. The conversation centres around purpose-driven CX strategies that prioritise meaningful relationships and sustainable loyalty, supported by intelligent technology adoption.