4 things successful CX practitioners do

Customer experience (CX) is a core focus area of digital transformation in every industry; long-established research shows that companies delivering best-in-class CX enjoy multiple bottom-line payoffs.

But what does it take to become a CX leader? Freshworks commissioned a global survey (conducted by Forrester Consulting) of 500 companies to explore that question, as well as the role of conversational engagement in improving experience.

Just 12 percent of surveyed organizations identified themselves as CX leaders (called “Pioneers”).

Here are four key highlights from the survey results that suggest what’s working — and why — for today’s CX pioneers.

83 percent of CX leaders use AI to predict customer journeys and proactively engage

Takeaway: Putting technology to work to personalize experience is a key driver of success. Aside from communicating with customers on the channels of their choice, deploying AI-powered chatbots to automate conversations helps ensure a personalized experience every time a customer interacts with the brand.

70 percent of companies that pair chatbots with live chat grew by at least 10 percent

Takeaway: In a 24/7 world, chatbots provide always-on customer support. Paired with generative AI, chatbots can deliver on the promise of personalization and be deployed in any messaging platform. Bots can be further fine-tuned in iterative fashion using data insights from customer conversations.

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77 percent of CX leaders use AI-driven routing for chat inquiries

Takeaway: One of the easiest ways to please customers is to not keep them waiting. CX leaders route inbound queries to agents best suited to customer needs, cutting resolution time. Automated prompts can also give agents a productivity boost while keeping customers engaged. AI-powered summarizers can recap support ticket conversations.

85 percent of CX leaders have a 360-degree data view of customers

Takeaway: A messaging platform that connects all support channels — email, live chat, WhatsApp, SMS, iMessage, social media, etc. — enables agents to manage and reply to conversations from a single workspace, regardless of the channel.

Editor’s note: We will publish the full results of the survey at a later date—stay tuned! In the meantime, take this quick 2-minute assessment to analyze your conversational engagement maturity score.