Crafting an Enterprise AI Strategy in CX: Experts Lend Their Perspectives

3 Keys to Readiness in AI Implementation

The CCW Europe Digital survey revealed a readiness gap in AI and customer experience—only 54% of respondents said their organizations were at least moderately mature in their ability to use AI technology for CX. Even fewer (49%) said their teams were at least moderately equipped to handle and manage it.

The panelists discussed these elements of an AI-ready organization:

• Data quality. AI is only as good as the data it processes. “AI maturity goes hand in hand with data maturity,” said Mandy Bath, whose role at Merkle is to help assess organizations’ readiness for AI. Organizations should assess whether data is trapped in silos across the organization, which could limit the effectiveness of AI initiatives that need to integrate those datasets.

• Infrastructure. Organizations should also look at their tech stack to determine if it can support AI applications. For example, can different systems integrate seamlessly? Does the organization have sufficient computational power and storage?

• Culture. When it comes to getting results with AI-powered CX initiatives, the human decision-makers are just as important as the technology. Leaders need to embrace data-driven decision-making and continuous learning, setting that example from the top-down.

“You have to be bold and courageous for change, and be willing to try things,” Mark said. “And that's how you spark your culture inside your company to be innovative and creative.”

Practical Tips for AI Implementation

Which organizations are already making AI work for them? And what are they doing that sets them apart from the others? One in nine respondents (11%) in the CCW Europe Digital survey said AI tools have had a "significant positive impact" on revenue generation, while 25% said they've had a "moderate positive impact.”

“Enterprises that seem to be doing well tend to have both a very clear structure at the top level as to who is going to be responsible for pushing forward AI and for looking to bring that to the organization,” said Tilly Gilbert of STL Partners. She added that those leaders have also thought about how to cascade information down to less-senior members, “who are really the beating heart” that drives AI and customer experience initiatives forward.

Use metrics to measure and motivate. One key is to establish KPIs that measure the success of AI projects and ensure they align with broader business goals. Organizations can also establish incentives that motivate employees to adopt AI initiatives, Tilly said. Those metrics are also important for before-and-after case studies, which teams have published internally to highlight their AI successes and win buy-in for additional projects.

Start simple, build momentum. For organizations that are just getting started with an enterprise AI strategy, it’s best to keep things simple. These might be automation projects where the data availability is more straightforward, like recommendation engines that suggest products or services to customers, or rules-based chatbots. Getting quick wins in smaller projects can help build confidence and support for more complex projects down the line.

Learn what’s worked for others. Part of the value of working with vendors in the AI space is that they can share examples of real-world use cases. Especially starting out, there’s no need to re-invent the wheel. “Why not start with something that already has proven return on investment from a competitor or a similar company to your own?” Tilly suggested.

Be transparent with customers. Even if the general population is growing more comfortable with interacting with AI, many consumers don’t want AI forced upon them in lieu of human agents . Companies should clearly signal to customers when they’re interacting with an AI-powered agent. They should also allow them to opt out of those interactions or choose alternative channels. “I think you build a lot of trust with your customers if you’re just open and honest about where and how you're using AI,” Mandy said.