The customer experience (CX) industry is literally standing at a crossroads, where the dazzling promises of artificial intelligence clash with the harsh realities of day-to-day operations.
So, with the new year well underway – and indeed February just around the corner – it’s time to separate the signal from the noise and address some of the big talking points in the industry…
The Dawn of Agentic AI: A Game-Changing Opportunity
Let’s start with the AI circus. The heavyweight bout between Salesforce’s Agentforce and Microsoft’s suite of AI solutions has captivated the industry’s attention, but we’re witnessing history repeat itself. Agentic AI represents one of the most exciting technological developments our industry has seen, offering genuine opportunities to do more with less and transform how contact centres operate. However, just as with the chatbot gold rush, organisations are discovering that success isn’t as simple as flipping a switch.
The reality is that enterprise-scale implementation requires a sophisticated orchestration of multiple elements. Organisations need to systematically address their data architecture, knowledge management systems, and integration frameworks. User experience and design considerations must be carefully thought through. Success demands a broad spectrum of expertise – from AI specialists to UX designers, from data architects to contact centre operational experts. Then – and only then – when all these elements are strategically aligned can agentic AI reach its full potential.
Tech Giants Set Their Sights on Customer Experience
The customer experience landscape is experiencing a seismic shift as major technology players – Google, Microsoft, Amazon, and Salesforce – aggressively move into the contact centre space. Each brings innovative technologies with tremendous potential to transform customer engagement. Their entrance signals an exciting new chapter in customer experience technology, with each player offering unique capabilities and approaches to solving complex customer service challenges. For us at Sabio, the opportunities at our disposal to take advantage of these rapid developments in capability is hugely exciting!
But what also makes these developments particularly interesting is the strategic importance these tech giants place on contact centres as more or less data hubs – with data being created and consumed in huge numbers day-in-day-out.
However, as with any powerful technology, success lies not just in the tools themselves but in how they’re implemented and optimised. Organisations need experienced partners who understand both the technological capabilities and the day-to-day realities of contact centre operations to truly bring these solutions to life.
Data: The New Currency of Customer Experience
At the heart of these industry shifts – and further to my data point above – lies a fundamental truth: the contact centre has become the nexus where customer data is both generated and consumed at unprecedented scales. This concentration of customer interactions and insights has massive implications for organisational performance, customer engagement, and experience delivery. The advent of AI has turbo-charged this dynamic, transforming contact centres from cost centres into strategic assets that drive business intelligence and customer value.
The quality of your data and knowledge management systems will ultimately determine the success of any CX strategy. While AI might be the engine driving innovation, accurate, well-structured data is the fuel that powers it. Without robust data foundations, even the most sophisticated AI solutions will struggle to deliver meaningful results.
Cloud Migration: Beyond Infrastructure Modernisation
Gartner’s recent observations about cloud investment remorse – or more bluntly, ‘buyer’s regret’ – highlight a critical industry challenge. Organisations are moving to cloud-based contact centre solutions in record numbers, but many are falling into a common trap: deploying minimum viable contact centres that barely scratch the surface of their platforms’ capabilities. These powerful technologies offer sophisticated features and integration possibilities, yet too often they’re used as little more than direct replacements for legacy systems.
This approach leads to significant missed opportunities and, increasingly, buyer’s remorse. The key to avoiding this pitfall is to view cloud migration not as mere infrastructure modernisation but as a strategic transformation opportunity. Organisations need clear roadmaps for how they’ll leverage their cloud platforms’ full capabilities, from advanced analytics to AI-powered customer engagement tools. Success requires partnering with experts who can help organisations harness their investments to their fullest potential.
The Human Element: Supporting Frontline Staff
Perhaps the most troubling trend of all is the mounting pressure on frontline customer service staff. In our increasingly volatile world, where political upheaval, economic uncertainty, and social tensions run high, customer service agents have become unwitting emotional punching bags. From Brexit fallout to cost-of-living crisis, from climate anxiety to political polarisation – these societal stressors manifest as heightened aggression towards service workers.
The UK’s Retail Trust has highlighted an alarming surge in disrespect towards frontline workers, suggesting we need urgent intervention to protect these vital professionals. This situation demands immediate attention and concrete actions to support and protect our customer service workforce.
Back to Basics: Getting the Fundamentals Right
While the industry races toward AI-powered futures, we can’t lose sight of the fundamental building blocks of brilliant CX. Simple yet effective measures like proper demand planning, forecasting, and scheduling remain crucial. The unglamorous task of embedding contact centre capabilities directly into websites might not make headlines, but it delivers tangible results. Sometimes, good old-fashioned productivity optimisation through intelligent routing and speech analytics yields better returns than the latest AI promise.
Equally important is how we leverage technology to develop and engage our workforce. Modern Workforce Engagement Management solutions, powered by AI and analytics, enable organisations to move beyond basic scheduling to deliver personalised coaching experiences. By analysing interaction patterns and performance data, managers can identify specific areas where agents need support or development, creating targeted coaching programs that enhance both individual capabilities and team performance. This data-driven approach to agent development not only improves operational metrics but also increases job satisfaction and retention – crucial factors in delivering exceptional customer experiences.
Sabio Says
In the coming months, organisations must resist the temptation to chase technology for technology’s sake. Success in 2025 will belong to those who can balance innovation with pragmatism, who can protect and empower their frontline staff while embracing appropriate technological advancement, and who understand that sometimes the most powerful improvements come from perfecting the basics rather than pursuing the spectacular.
The CX industry doesn’t need another revolution – it needs evolution, grounded in reality and focused on delivering genuine value.
Perhaps it’s time we all took a deep breath and remembered that the most impressive technology in the world means nothing if we can’t get the fundamentals right.
About the Author
Stuart Dorman is Chief Innovation Officer at Sabio Group.
Sabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.
The Group, which includes ‘makepositive’, delivers solutions and services that seamlessly combine digital and human interactions to support outstanding customer experiences.
Through its own technology, and that of world-class technology leaders such as Amazon Connect, Avaya, Genesys, Google Cloud, Salesforce, Twilio and Verint, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.
The Group works with major brands worldwide, including Aegon, AXA Assistance, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Saga, Sainsbury’s Argos, Telefónica and Transcom Worldwide.
