Future of CX: Redefining customer experience for a rapidly evolving world

Discover four key takeaways from our flagship annual event All Access: Future of CX

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Rhiannon Chandler-Day
12/04/2024

The All Access: Future of CX series hosted by CX Network, offered a compelling exploration into the rapidly changing landscape of CX, with thought leaders from global brands sharing invaluable insights from their work.

The discussions illuminated how evolving consumer expectations, technological advancements and evidence-based strategies are reshaping the way organizations connect with their customers.

Here are four key takeaways from the sessions.

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1. A focus on talent can help drive change

Abhii Parakh, VP and head of customer experience at Prudential Financial, opened the event by explaining his transformative five-phase strategy to embed CX into the company’s DNA.

He detailed how Prudential, a 150-year-old institution, leveraged the Covid-19 pandemic as an opportunity to double down on customer experience. Key to the success was the focus on talent: identifying critical CX roles, upskilling internal teams, and sourcing external expertise.

Parakh’s evidence-based approach led to a 138 percent increase in NPS over two years and enhanced digital ease of doing business.

His advice for new CX professionals? Speak the language of business, foster collaboration, and avoid the “hero” mentality—true transformation happens when everyone is onboard.

Watch the session in full here.

2. Prioritize meaningful interactions to stand out

Ash Tailor, former VP of Global Brand and Marketing at LEGOLAND Parks and Resorts, took to the floor with a core focus on how we can change products into experiences and underscored the critical role of experiences in forging customer trust.
He emphasized that in a noisy, fast-paced world, businesses must prioritize meaningful interactions.

Highlighting that 83 percent of customers consider a brand's experiences as important as its products, Tailor stressed the necessity of designing with insights rather than intuition.

He shared a fascinating example of developing theme parks for children not yet born, demonstrating the need to understand evolving trends, parental attitudes and cognitive development.

Tailor also revealed the innovative use of a “board of children” under 12 years old to gain direct feedback, showcasing a commitment to staying in tune with consumer needs.

Watch the session in full here.

3. AI is a company-wide initiative

Toussaint Celestin, principal product marketer for AI platform and industry solutions at Talkdesk, drew on more than 20 years of leadership experience driving go-to-market, product launch and channel partner marketing motions for leading technology brands to highlight the transformative power of leveraging artificial intelligence in streamlining customer interactions.

He urged companies to act swiftly, as “the train has left the tunnel”, and emphasized that AI is not a singular solution but part of a strategic, company-wide initiative.
Celestin discussed the importance of involving C-suite leaders in defining AI’s role, setting clear goals, and understanding the impact on both departments and personnel.

He encouraged organizations to leverage AI not only for external customer engagement but also for internal analytics to drive continuous improvement.

Watch the session in full here.

4. Customers demand a hybrid approach to AI

The event concluded with a dynamic panel discussion with perspectives on balancing AI and human interaction with insights from Noha Mokhtar (DHL Express), Michael Nevski (VISA) and Dr. Tom DeWitt (Michigan State University).

They debated whether customers prefer human touchpoints over AI, concluding that while some consumers value human connection, others appreciate the efficiency AI brings.

The key takeaway was the need for a hybrid approach that adapts to customer preferences to creates seamless, personalized experiences.

Watch the session in full here.

The Future of CX deep dive reinforced the message that customer experience is no longer optional—it is essential. Whether through creating emotionally resonant experiences, embedding CX into organizational culture, or leveraging AI strategically, businesses must remain agile and customer centric.

As Ash Tailor aptly summarized, delivering exceptional experiences is complex but indispensable in building lasting consumer trust and driving growth.