Why focusing on customer effort is the key to maximizing AI and automation in CX

From CXFocus

While automation and AI have carved out an important role in the modern customer experience strategy, many of the most common modern use cases increase customer effort rather than reduce it – jeopardizing ROI in the process. In this article, Tom Lewis makes the case for why organizations must focus on customer effort first and automation second to create truly frictionless customer experiences and realize higher ROI. 

According to Lewis:

"With customer effort as your North Star, you can help build customer-centric CX transformations that deliver never-before-seen ROI."

To learn more about Lewis' insights into customer effort, AI, and automation, read the article in CXFocus.