从自动化到编排：AI驱动的客户体验未来

ABOUT FORRESTER CONSULTINGForrester provides independent and objectiveresearch-based consultingto help leaders deliver keyoutcomes. Fueled by ourcustomer-obsessed research, Forrester’s seasoned consultants partner withleaders to execute their specific priorities using a unique engagement model that ensures lasting impact.For more information, visitforrester.com/consulting.© Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information isbased on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®,Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All othertrademarks are the property of their respective companies. [E-61606]Project Team:Tarun Avasthy,Senior Market Impact ConsultantTable Of Contents3Executive Summary4Key Findings5The Transformative Power Of AI Orchestration In CX8The Current Use Case Of AI In CX Is Shaping The FutureOf Customer Interactions12AI Implementation Is More Than Plug And Play14Breaking Down Data Silos To Unlock AI’s Full Potential In CX16Overcoming Key Organizational Challenges To Elevate CXIn Contact Centers19Redefining Customer Service With AI And Automation21Key Considerations For AI Deployment In CX Operations23The Role Of AI-Driven Voice Technologies In EnhancingContact Center Operations25Essential Attributes Of A Technology Partner For ContactCenter AI Deployment27Key Recommendations29AppendixFROMAUTOMATIONTOORCHESTRATION: THEFUTUREOFAI-POwEREDCUSTOMERExPERIENCE Contributing Research:Forrester’sCustomer Experience(CX)research group Executive SummaryArtificial intelligence (AI) is redefining customer experiences (CX) andreshaping how businesses engage, support, and delight their customers.Organizations are embracing AI to drive efficiency, enhance personalization,and maintain a competitive edge in an increasingly demanding market.While high costs, integration challenges, and data silos present hurdles,the momentum of AI adoption is undeniable as businesses recognize itstransformative potential. At the forefront is generative AI (genAI), whichpowers chatbots and agent-assist tools that streamline operations, reduceresponse times, and empower employees. Advanced analytics andautomated quality monitoring are also enabling data-driven decisions toensure that customer service quality remains high. Strategic AI orchestration— seamlessly integrating AI into existing workflows with minimal disruption— has emerged as a critical enabler.The path forward requires aligning AI strategies with corporate goals,embracing hybrid cloud solutions for scalability, and investing in workforcereadiness to unlock the full potential of AI-driven CX.The future belongs to businesses that can balance the power of AI withhuman ingenuity, creating seamless, personalized, and impactful customerjourneys that set a new benchmark for excellence.In August 2024, Avaya commissioned Forrester Consulting to evaluate theimpact of AI on CX operations in contact center environments, including howsurvey respondents are integrating AI, the challenges they face, and theopportunities they anticipate. Forrester conducted an online survey with 415respondents who are responsible for the CX strategy at their organization toexplore this topic. The study was completed in November 2024.FROMAUTOMATIONTOORCHESTRATION: THEFUTUREOFAI-POwEREDCUSTOMERExPERIENCE Key FindingsAI is the new frontier for contact center Cxtransformation.Organizationsare leveraging AI to revolutionize and transform their customer interactionsinto high-powered services. GenAI chatbots, agent assist, and AI-based voicetools are being widely used for efficient, personalized, and enhanced CX.Strategic orchestration is key to success.Integrating CX into existingworkflows while minimizing disruptions has become a cornerstone ofsuccessful AI adoption. Businesses are prioritizing phased implementation toensure scalability and operational continuity.Data and analytics fuel the AI advantage.Data is an organization’s lifeblood,and advanced analytics and automated quality monitoring are empoweringthem to gain real-time insights, optimize customer journeys, and maintainhigh service standards — turning CX into a proactive and measurable driverof growth.Overcoming barriers requires bold strategies and established partners.Despite cost concerns, integration challenges, and data silos, businessesrecognize AI’s transformative potential. By aligning AI initiatives withcorporate goals, improving workforce readiness, and prioritizing securityand compliance, organizations can harness AI to outpace competition andredefine CX excellence. But they can’t do it alone — businesses must seekpartners with the technical prowess and track record to guide them to meettheir business objectives.FROMAUTOMATIONTOORCHESTRATION: THEFUTUREOFAI-POwEREDCUSTOMERExPERIENCE The AI revolution is here, and its impact is undeniable. Over the past few years,AI