Artificial Intelligence is no longer a buzzword, it’s the foundation of how leading brands are delivering faster, more personalized, and more meaningful customer interactions. Whether it’s in-store retail or mobile banking, today’s consumers expect intuitive, helpful, and emotionally intelligent engagement, whether they’re speaking with a person or an AI.
To explore how businesses can meet these expectations at scale, we hosted a webinar featuring Max Ball, Principal Analyst at Forrester, and Vijay Verma, VP of Product at TeleVox. Together, they discussed what it means to be “AI-native” in modern customer experience, and how brands can differentiate themselves in a crowded, convenience-driven marketplace.
Here are three of the biggest takeaways from that conversation:
1. The Three E’s of High-Impact CX
Max opened the discussion by sharing Forrester’s CX Index framework, which evaluates how well a brand delivers on the experiences that build customer loyalty. According to their research, every strong experience must deliver:
- Effectiveness – Did the customer get what they needed?
- Ease – Was the interaction simple and frictionless?
- Emotion – Did the experience leave the customer feeling positive?
The numbers speak volumes: when a customer feels valued, 88% will continue doing business with the brand. If they feel frustrated, that loyalty rate drops to just 29%. Similarly, 85% of customers who feel respected say they’d recommend the brand, compared to only 17% who felt annoyed.
Getting the emotional tone right isn’t a “nice to have”, it’s a competitive advantage.
2. Automation and Voice: A Powerful Combo
While chatbots and self-service portals have become table stakes for retail and financial services, voice remains critical in moments of urgency, confusion, or complexity.
Customers are comfortable using automation for simple tasks like checking a store’s return policy or viewing their credit card balance. But when it comes to a fraud alert or an unexpected charge, over 85% still prefer to speak to a live representative.
This is where AI-powered voice systems shine. Instead of replacing humans, automation can pre-qualify and guide callers including, validating identity, understanding the issue, and passing context to live agents. As Max shared, this reduces frustration, shortens resolution time, and improves satisfaction for both the customer and the business.
3. Generative and Agentic AI Are Reshaping CX Strategy
According to Forrester, 75% of contact centers will adopt generative AI for voice and chat by 2028. Businesses that wait will fall behind. Vijay outlined four key strategies that set AI-native brands apart:
- AI at the Core
Break free from rigid decision trees. Enable flexible, adaptive automation that connects seamlessly across systems and channels, so every customer interaction feels natural, not forced.
- Data-Powered Personalization with Insights360
Use AI and platforms like Insights360 to analyze customer intent and behavior, in real time. Deliver messaging and offers that are not only relevant, but meaningful. No more one-size-fits-all scripts.
“Personalization isn’t just for premium loyalty programs anymore,” Vijay noted. “Every brand can now create a warm, intelligent experience.”
- Radical Time to Value
Modern platforms should launch in weeks, not months. With drag-and-drop workflows and less dependency on IT, businesses can roll out new journeys quickly and optimize based on real-time results.
“We can reduce barriers and solve for business problems at a higher scale and speed.”
- Voice-Led, Empathy-Driven Journeys
Whether it starts on a phone call or ends in a chatbot, the most effective CX strategies are grounded in human-centered design. Voice is still a top-performing channel when done right, especially when infused with empathy and contextual intelligence.
Embrace the AI-Native Edge Before Your Competitors Do
Customers today don’t just want fast—they want understood. Brands that embrace AI-native strategies will unlock new levels of loyalty, efficiency, and long-term value.
Want to see what that looks like in action?
Book a personalized demo of our AI-native CX platform
Watch the full Forrester webinar here: https://www.mosaicx.com/webinar-forrester
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