Here is the result of the survey in numbers:

  • 20% of those asked use advanced technologies like AI, sentiment analysis, predictive analytics, authentication tools or usability tests.
  • 49% of companies are planning to invest in measuring customer experience.
  • 39% of companies think that it’s hard to use the data collected on customers journeys.
  • 31% of companies are not convinced that the customer experience has any effect on business results.

The majority of companies is also aware that the customer experience can be drastically improved, above all because of the data collected. Due to uncertainty or lacking readiness to invest however, only a minority believe that AI plays a decisive role in optimising their results.

What advantages does using AI lend to the customer experience?

Digitalisation of workflows and interactions provide a lot of information about the customer journey and the data being constantly generated gives customers an insight into the customer experience.

Some specific applications of AI in respect to customer journeys:

  • AI tools like predictive analytics, sentiment analysis or natural language processing (NLP) provide detailed insights into the interactions between employees and customers and show management targeted coaching options.
  • The realtime perception analysis enables employees to correct their approach.
  • Predictive algorithms recognise customer intent, direct them to the right content or person, and give them the feeling of being in good hands.

Discover the three ways that AI can be used in businesses in our whitepaper.


*Study conducted in 2021 by Harvard Business Review for Genesys “Beyond Net Promoter Score: Customer Experience Measurement Reimagined.“