What are the hottest trends for CX leaders to pay attention to? Next up is Alex Lustig. Lustig is the Head of Channel PreSales Engineering at Observe.AI. He works with tech leaders to implement conversational intelligence & Generative AI solutions.

Read Part 1 with Charles Hicks from Zoom, Part 2 with Ginger Conlon from Genesys, or download all their insights in the free 2024 CX Tech Trends Report.

Q1: What will be the hottest CX tech trend of 2024 and why?

The hottest CX trend of 2024 will be the customer’s ability to use large language models (LLMs) to make sense of their data. We are now at a point technologically where LLMs are sophisticated enough to return meaningful data in natural language. As these models continue to evolve, their ability to comprehend natural language and context will only continue to improve, making them valuable both for understanding and enhancing customer interactions.

LLMs can analyze large datasets to understand customer preferences and behavior and, by leveraging this information, companies can create more personalized and targeted customer experiences. Agents will also be able to use LLMs to query data and receive natural language responses in near-real time, thus improving the customer experience they’re able to provide.

Q2: How problem does this CX tech trend address for CX leaders, and what are the symptoms of those problems?

CX leaders have historically been bogged down with making sense of customer data at scale to understand a variety of things including but not limited to the voice of the customer, frustration points, moments of delight, and areas of improvement within the customer journey. Understanding this data in the quantity it exists in through manual processes is impossible and even understanding a relatively small sample of it is highly expensive and time consuming. LLMs allow CX leaders to not only understand this data in large quantity, but also interact with the data directly and get the answers they need to improve the customer experience.

Q3: How will this dynamically change CX leader outcomes? What about organizational outcomes?

From a CX leader perspective, LLMs will empower said leaders to uncover relevant information as well as uncover key data and insights that can be used to improve the customer experience. By leveraging the advanced capabilities of LLMs, CX leaders can delve deep into customer interactions, uncovering not only relevant information but also extracting key insights from extensive datasets.  Action taken to improve the customer experience will be far more data driven and will utilize more data than at any previous point. LLMs will ensure that changes made by the CX leaders have the supporting metrics to make positive business change.

Where LLM usage by CX leaders will lead to improved business processes and understanding of the customer experience, LLM usage by agents will have dramatic organizational outcomes. LLMs enable agents to provide more personalized and relevant responses to customer queries, thus enhancing the overall customer experience. These models can assist agents in handling a wide range of customer issues, leading to increased efficiency and reduced response times. Additionally, LLMs can help agents access relevant information quickly, enabling them to make informed decisions and ensuring a consistently positive customer experience.

Q4: Will there be major barriers to implementation, and what will those be?

The primary barrier to the implementation of any new technology, including LLMs, is often rooted in the fear of change. Resistance to new technologies and adapting to the unknown can create a substantial barrier, thus slowing down technological adoption. Additionally, worries around data privacy and security compound these challenges, particularly since LLMs often need access to an organization’s most sensitive information. Furthermore, the reluctance to fully trust data generated by LLMs introduces hesitation, emphasizing the need for “why” an LLM answers a question in a particular way. Key to overcoming these will be strong customer enablement and education about the LLM space and capabilities.

2024 CX Trends Series

Read Part 1: How AI will unburden call centers.

Read Part 2: AI Unlocks Customer Personalization

You’re reading Part 3: AI Brings Value to Owned Data