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How the new AI math challenges customer experience ROI

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Traditionally, CX leaders have thought about return on investment (ROI) by asking three questions:

  1. What does it cost to serve a customer today?
  2. How much less could it cost to serve a customer tomorrow?
  3. What is the investment price to get from point A to point B?

They then sought to automate high-volume, low-complexity customer interactions while routing the remaining low-volume, high-complexity interactions to live agents. If they got balance right, CX leaders would see incremental reductions in labor costs. 

That’s the old math. Generative AI is changing the ROI calculations for contact centers. In this CMSWire article, Tom Lewis explains how generative AI is opening doors for new use cases and extending into much more complex customer interactions. 

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“Despite the hype and massive investments in generative AI, most businesses aren’t yet realizing value from their AI projects. Forrester found that while 80% of businesses recognize AI’s strategic value and expect it to increase in the next 12 months, less than a quarter say they can realize AI’s value today. Gartner reports similar findings with 49% of those surveyed saying that demonstrating AI value is their biggest obstacle.”
Tom Lewis, Global Leader, CX Transformation, TTEC Digital