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Innovation in customer experience is essential for competitive differentiation and growth, yet it can be challenging to measure and often relies on sudden bursts of insight. This report explores the three key strategies to build a robust CX innovation playbook:

• Unify data in one single source of truth
• Build an innovation North Star
• Develop a culture of agility
  

Here, we speak with two leaders who have gone down opposing paths. In the “build” corner we have Paul Cooper, the former Head of Technology Delivery, Operations and Cyber at takepayments, and in the “buy” corner we have Dan Allen, the Deputy Director Dan Allen, Deputy Director of Landlord Support, National Residential Landlords Association (NRLA) of Landlord Support at the National Residential Landlords Association (NRLA). Together they dive into the pros and cons of each approach and offer critical insights around AI scalability, maintaining AI independence, implementation best practices, talent management, and their biggest learnings.

The AI curtain has been raised. In the initial 18 months following its emergence in late 2022, much of the discourse around this technology centred on unearthing and poring over its potential. That discourse has moved on significantly as 2024 has unfolded and we’re beginning to see brands pushing past proof of concept and showcasing the tangible business value it can deliver.

In today’s digital-first consumer landscape, offering consistent and tailored experiences is table stakes for brands of all sizes across the B2C and B2B divide. Being in the right place, at the right time, with the right touchpoint is critical. Indeed, any interaction that falls short of expectations could lead to reputational fallout – an erosion of brand trust, and by extension, an erosion of brand loyalty. A massive 96% of consumers say a negative experience will affect whether they return to a brand again and 12% report they would go elsewhere after just one negative service experience.

To say that modern consumers are a tough nut to crack, then, would be an understatement and so it’s a pivotal moment for CX leaders to double down on offering the seamless, valuable brand experiences that are demanded of them. Here, we explore how brands can tap into the promise of AI-powered search and content recommendation platforms to get on the front foot in this challenge and ultimately deliver significant end-to-end business outcomes.

You’ll learn:

• The state of brand trust and brand loyalty today
• The value that AI-powered relevance brings to an organisation
• How search and content recommendation AI drives personalised experiences
• Use cases of the technology in action

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