Infobip recently shared findings from a study by Harvard Business Review Analytic Services (HBR-AS) showing a disconnect in customer experience (CX): 93% of respondents recognize the importance of positive conversational experiences, yet only 36% believe their organization is effective at it, and just 11% say they effectively use AI for human-like conversations.
The untapped potential of AI in customer engagement
The report, “Conversational Experiences: The Untapped Potential of AI in Customer Engagement,” points out that many organizations aim to improve customer engagement but often miss the mark. Even though they use SMS, messaging apps, email, and chatbots, they struggle to provide the smooth, easy conversations that customers want.
“While everyone talks CX, almost no one delivers,” said Ben Lewis, VP Marketing and Growth at Infobip. “When brands can’t deliver meaningful, human-like conversations, they don’t just lose efficiency – they lose trust. It’s time to rethink what customer experience really means in the AI era”.
Why are so many organizations falling short?
The study highlights key obstacles brands face in connecting with today’s customers:
- Limited visibility of activities on different platforms (48%)
- Challenges in collecting customer data at all stages of their journey (46%)
- Issues with integrating AI features into communication tools (44%)
- Almost half mention a lack of best practices for using communication platforms (49%)
- Inadequate investment in advanced chat technology (48%)
Improving conversational CX with automation, AI and integration
Many companies see the importance of improving conversations. In the next year, 50% will focus on automating processes, 41% will enhance AI use in conversations, and 39% will integrate communication platforms.
Infobip is leading that charge powering customer interactions that are automated, personalized and fully human at scale. “This isn’t about tools – it’s about trust,” said Lewis. “Every message, chatbot and notification should feel like it understands you. That’s what we help brands deliver – across every channel, at any scale.”
For more information or to download the full report, visit https://www.infobip.com/harvard-business-review