Over two-thirds of customers now say that convenience is more important than brand – particularly as people grow accustomed to more personalised and frictionless customer journeys. As consumers, we immediately recognise the benefits of a connected brand experience. However, we’re perhaps less aware of just how big of a role Artificial Intelligence (AI) now plays in shaping today’s gold standard customer experiences in the contact centre.

In this CCMA Good Practice Guide, we will define the role that AI can play, outline the benefits it can bring in terms of contact centre transformation, and also detail the steps contact centre managers should take in order to optimise any AI investments.

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