CCW Berlin once again proved to be a dynamic and engaging event, bringing together a diverse range of professionals, including technology providers, BPOs, and industry experts. The event offered a unique opportunity for deep discussions on the future of customer experience (CX) and contact centres, highlighting both the latest innovations and the key challenges facing the industry today. From emerging technologies to evolving industry trends, the insights shared at CCW Berlin set the stage for the next phase of CX transformation. Here are our key takeaways.
A central discussion was the growing importance of data sovereignty, particularly within the public sector. With stringent security and compliance requirements, organisations must be meticulous about the location and governance of citizen data. This is particularly relevant as multi-supplier solutions, such as micro-services, introduce complexity in ensuring compliance with regulatory frameworks. The need for clear strategies around data management and security is paramount to avoid significant risks related to non-compliance.
Large enterprises, some of which were initially slow to adopt CX transformation, are now starting to engage in the journey. Interestingly, many of these organisations may already have access to omni-channel capabilities within their existing technology infrastructure. This presents a significant opportunity for businesses to maximise their current investments and unlock further value from existing solutions.
The growing trend of hybrid cloud solutions, where businesses combine multi-tenanted cloud environments with private cloud or on-premise infrastructures, was another notable topic of conversation. Driven by concerns over geopolitical risks and cyber threats, some organisations are revisiting the decision to keep certain services in private cloud environments. This shift towards greater control over infrastructure reflects broader concerns about the security and resilience of global cloud systems.
Agentic AI, which enables autonomous decision-making and the dynamic adaptation of AI systems to new situations, was prominently featured by suppliers at CCW Berlin. While many businesses are eager to automate customer support, the importance of balancing automation with service quality was highlighted. Overly aggressive automation strategies can undermine the customer experience, and businesses must navigate the complexities of compliance and regulatory considerations when implementing AI solutions.
A critical gap identified was the lack of focus on the “how” of AI adoption. While many organisations are investing in AI technologies, they are often struggling with the practicalities of implementation and integration into their existing operations. The key to success lies in applying these technologies effectively to achieve customer outcomes and operational transformation. There is a significant need for skilled professionals who can bridge the gap between technological innovation and practical execution.
The rapid pace of technological innovation has created a significant skills shortage. Many businesses are finding it difficult to recruit the necessary talent to manage and apply new technologies in a way that delivers real CX transformation. This shortage of expertise can result in failed or underperforming CX initiatives. To fully realise the benefits of AI and emerging technologies, organisations must invest in subject-matter experts who can help turn technological potential into operational success.
The key takeaway from CCW Berlin is that while technology, especially AI, is reshaping the CX landscape, the real challenge lies in the smart and strategic application of these technologies. To drive genuine transformation, businesses must not only invest in cutting-edge technologies but also ensure they have the right expertise to effectively integrate them into their operations. The event served as a reminder that success in CX transformation is not defined by the tools used, but by the ability to apply them in ways that meet both business and customer needs.
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