统一的客户体验管理：创造无缝的客户体验

How businesses can streamline customer interactions, boost engagement and drive loyalty INSIDE Foreword Contents The customer experience (CX) landscape is rapidlyevolving. As expectations rise, many organizations arestill grappling with legacy systems and siloed operationsthat hinder their ability to deliver consistent, connected In response, a more comprehensive strategy is takingshape: unified CX management. Unlike basic omnichanneltactics, which aim for consistency across touchpoints,unified CX management consolidates the entire customer Forewordpage 2 The role of AI and automation in CXpage 3 Omnichannel strategies for a cohesive In this report, real-world examples from Mercedes-Benz,Lexus, Louis Vuitton, Mandarin Oriental, Porsche, Bankal Etihad, Lenovo, Pickyourtrail, ServiceNow, Freshworksand Conga demonstrate the importance of unified This fragmented approach disrupts the customerjourney. It leads to inconsistent experiences, frustrationand ultimately, decreased satisfaction and loyalty.According to CX Network’s Global State of CX 2024 page 5 Data-driven decision making for CX excellencepage 7 As customer expectations grow and digital channelsproliferate, brands can no longer afford fragmentedCX. Unified CX management marks a new era, one About AWS Marketplacepage 10 How artificial intelligence (AI) is impacting About CX Network The role of AI and automation in CX AI has quickly become an integral part of the CXdelivery system. In the 2024 Global State of CX survey,39 percent of respondents said AI technologies foroperations would have the greatest impact on theirroles, making it second only to data and analytics Once the guardrails are in place, AI has the power tomake CX more efficient and seamless. Recently, ChadAnderson, vendor manager of Customer Care andRoadside Operations at Mercedes Benz USA, sharedwith the audience at CX Network’s All Access: The AI and employee feedback—achieving data integrity andcreating aunifiedcustomer view demands significant In fact, business leaders are carefully dipping their toesinto AI. Assessing risk is a big part of stepping into thenew frontier. This is compounded in heavily regulated “From ethical concerns and data protection to reliabilityand accuracy of results, AI is essentially an unknownterritory to most businesses,” says Olga Potapseva, CEO Lenovo, the global 500 company that serves 180 countriesand is best known for its devices, runs the Solutionsand Services Group (SSG), which provides pocket-to-cloud solutions to more than 400 enterprise customers. Within unified CX management, the applications ofAI have been transformative. AI-powered chatbotsand virtual assistants have become indispensable incustomer support. They are handling simple questions The truth is that AI runs on data. Many have expressedconcern about where the data goes and whether it issafe. In fact, 55 percent of respondents to the Global “One of the primary challenges we encounter inintegrating AI-driven CX solutions is consolidatingdiverse data across multiple touchpoints,” says Ledi “Data privacy remains a critical focus,” says Lapaj. “Wecollaborate closely with our risk and technology teamsto ensure that AI solutions are ethically implemented and The role of AI and automation in CX In the hopes of growing the SSG business, Lenovoadopted ServiceNow Technology Provider ServiceManagement (TPSM) with ServiceNow Automation manages 5,000 devices for this company’s Singaporeoffice. In addition, Lenovo uses the Automation Engine tosimplify integration of diverse devices and platforms. For of the human. This is especially important in the “Balancing automation with the human touch in CXmanagement is crucial for optimizing customer satisfactionand operational efficiency. The key is to integrate AI ina way that complements human interaction, makingAI systems human-centered, inclusive, transparent andaccountable. This approach ensures that technologyenhances the customer experience without diminishingthe importance of genuine human engagement,” says Applying ServiceNow solutions allowed Lenovo torealize 40 percent faster customer onboarding, 20percent reduction in customer churn and a 25 percent As Lenovo shifted to an as-a-service model, itconnected customers with everal applications withinTPSM, including customer data model, Service Bridge,separate domain capability and integration with third- As with all applications of technology, especiallywhen leveraging AI, people must consider the role “Data privacy remains a critical focus.We collaborate closely with our riskand technology teams to ensure thatAI solutions are ethically implemented IN THE NEXT SECTION:Learn about omnichannel strategies and how Ledi Lapaj, director of customer experience Omnichannel strategies for a cohesive customer journey with digital platforms, measuring how often onlineengagement leads to in-person appointments or viceversa. Porsche, in some Asia-Pacific markets, usesCRM [cust