Zendesk’s Future of AI-powered CX report suggests a radical overhaul of the customer experience (CX) industry. In the next three years, a complete revamp is anticipated, with 90% of industry leaders in Singapore believing CX will undergo a period of unprecedented change over the next three years, significantly transforming the industry.
According to Maureen Chong, regional vice president for Asia at Zendesk, consumers today have been clear about the imperatives in their interactions with businesses – an AI-assisted, personalised experience that’s consistent across all platforms.
CX leaders across the Asia Pacific are feeling the pressure to adopt AI into their CX organisation, with over 90% saying the pace of change is overwhelming. With only a quarter of leaders in the region describing their AI adoption as advanced, industry leaders are recognizing the gaps and taking steps to strengthen their CX.
Key areas they are addressing – enhancing data security, investing in new CX technologies, expanding AI and automation in service delivery, integrating generative AI and optimising self-service support. “Done right this won’t just help businesses weather ongoing economic uncertainties – it will give them a competitive edge,” she opined.
The new CX organisation
Zendesk opines that the CX teams of the future will be smaller, driven in part by AI’s ability to simplify operations while delivering high-quality service to customers. Zendesk claims AI will play a pivotal role in every customer interaction, stepping in to handle initial inquiries and maintain consistency across all service platforms.
It will also track the performance of both human and AI agents to deliver exceptional service. With AI projected to resolve 80% of interactions globally, human agents will turn their focus to more complex tasks, while AI uses data to tailor and improve each customer’s experience.
Zendesk CIO Craig Flower predicts that soon, AI will play a role in all customer interactions, moving us beyond traditional, manual service to more advanced, technological-driven experiences.
He encourages leaders to proactively adjust their strategies now to navigate the anticipated changes and leverage AI to its fullest potential. “A transformation won't happen overnight, but there will be a steady progression that develops over time. It’s going to redefine roles and improve experiences for CX teams and their customers,” he added.
Differing levels of interest among Asia’s CX leaders
Industry leaders in the region believe AI is changing everything about CX, with leaders in Singapore agreeing the least (85%) with this sentiment compared to leaders in India (92%) and Australia (90%).
Despite this, leaders in Singapore show optimism for the future of CX in the next three years: 87% believe voice-activated self-service will be an option for all channels; 85% say integrated text, voice and video interactions will be combined into a single experience; and 81% believe all CX solutions will have built-in generative capabilities.
84% also believe there will be a fivefold increase in customer service interactions by 2027, with leaders confident in AI’s ability to maintain quality service. This shift will make operations smoother, decisions sharper, and boost market competitiveness.
As AI takes over routine tasks, it will enable teams to be more efficient and control costs, allowing for effective scaling of business operations even as customer interactions increase.
CX leaders will lead AI integration
In Singapore, 70% of industry leaders believe all channels will be powered by AI in three years, with AI-assisted support augmenting human agents by providing real-time diagnostic assistance and recommendations.
Industry leaders will transform into customer-centric visionaries, equipped with a deep understanding of the solutions that truly resonate with customers. They will proactively apply AI, using real-time data for better customer experiences, and collaborate across departments to safeguard customers and swiftly innovate based on AI insights.
This transition will empower CX leaders to deploy AI strategically, make smarter decisions, and effectively guide their teams through emerging tech trends and evolving customer behaviours.
Tech-savvy agents will be the new norm
AI’s impact on CX organisations promises to be significant, reshaping the roles of agents, admins, and leaders to prioritise specialised skills. 86% of industry leaders in Singapore say agent roles will evolve to cross-functional roles for more holistic service, with three-quarters believing they will only handle complex escalations that involve in-depth troubleshooting.
Agents will see their roles expand to include enhanced technical skills and a deeper understanding of technology:
• Agents will grow more adept at using AI and gain technical skills.
• Agents will develop in-depth, specialised knowledge.
• Soft skills will be refined, and work will be more efficient in a unified workspace.
Proficiency with AI tools, advanced problem-solving, and continuous learning will be crucial for agents. This change will help them provide superior customer experiences, boosting their productivity and the quality of their service.
Admins to take on more strategic roles
Admin roles are on the cusp of a big change, becoming proactive guardians of business operations. They will increasingly rely on AI copilots and smart tools to manage automated interactions and to make AI-driven improvements.
In their day-to-day, admins will keep a real-time pulse on the quality of agent interactions, refine automation, predict staffing needs, and implement AI-suggested workflows. They will need to master using AI to enhance team performance, employ no/low-code tools for automation, make data-driven decisions, and balance workload between humans and AI to meet customer needs. This evolution will empower admins to spearhead strategic advancements and maintain efficient, effective operations.
