With organisations racing to deploy AI for agent efficiency, some have lost focus on customer experience basics, such as optimising how customers connect with them across existing channels. The sweet spot lies in balancing AI automation with channel optimisation.
There’s a disconnect in modern customer service. While organisations invest heavily in AI to streamline internal processes, their customers struggle with basic connectivity: apps without messaging, websites without chat, and siloed voice, text and email channels requiring repeated information.
Before making virtual agents smarter, make sure your channel strategy is right so customers can reach you effectively in the first place.
This article is part of a series examining CX fundamentals in the age of AI. We also explore how to turn contact centre data into executive intelligence and prepare for unexpected volume spikes.
Less can be more in channel strategy
With customer engagement channels, quality trumps quantity every time. A deliberately chosen set of well-integrated channels consistently outperforms a scattered approach with several disconnected options.
In our work with enterprise clients, we’ll see organisations maintaining 8-10 different communication channels while their analytics show 80% of customer interactions happen across just two or three. This creates needless complexity and dilutes resources that could strengthen customers’ preferred channels.
The insight: Customers don't want unlimited ways to reach you; they want a few seamless options.
Start where your customers already are
Before adding new channels or AI enhancements, examine where your customers currently engage with you. Are you maximising these existing touchpoints?
For example, a leading financial provider had a mobile app used by millions of customers. Yet, it lacked integrated messaging – a missed opportunity to engage customers on a platform they already actively use.
Similarly, their website visitors were abandoning complex product applications halfway through, yet no live chat support was offered precisely where hot prospect customers were struggling to buy.
Using both agent and automated services, these existing touchpoints are ripe for improving customer satisfaction and conversion rates.
Omnichannel may be old news, but it’s a current challenge
When I started in customer service several years ago, I was advised against the word ‘omnichannel’ as it was considered passé even back then. However, genuinely connected experiences remain the exception rather than the rule, even among well-known brands.
Modern integration platforms and APIs have made channel connectivity more accessible than ever. So the challenge is no longer technical feasibility but a lack of strategic prioritisation. With AI reigniting CX investment, it’s a good time to get channel integration back on the table.
Often, the smartest AI decision is knowing when to bring in a human
AI’s fastest CX impact comes from enhancing well-functioning channels, not replacing human interaction or as a Band-Aid for disconnected touchpoints.
Smart organisations recognise that automation isn’t always the answer. AI excels at determining when to offer self-service and when human expertise is needed. It can identify a customer struggling with a form and offer chat support, but also recognise high-value interactions or frustrated sentiment where human assistance delivers better outcomes.
In action: Western Sydney University (WSU) achieves 78% containment
With 47,000 students across 12 campuses, WSU faced growing pressure on their support services, handling over a million phone calls annually.
Rather than just adding more agents or chatbots, WSU examined student communication preferences and identified WhatsApp as by far their highest-potential channel. They integrated the platform into existing systems, offering a connected experience that maintained context across interactions.
The result? Within months of implementation, WSU recorded 10,000 digital interactions through their preferred channels. Their digital self-service bot now achieves 78% containment, with students reporting high satisfaction levels and staff freed to handle more complex enquiries.
Build your AI future on channel basics
AI will continue to elevate customer experiences, especially when layered over well-connected fundamental customer touchpoints. When evaluating where to invest in CX, consider starting with an analytical assessment of your current channel strategy.
Are you maximising existing touchpoints? Are your channels truly connected? Is customer information preserved across interactions? Getting these basics right creates the foundation upon which truly transformative AI capabilities can be built.
For more information about contact centre analytics and CX optimisation, contact Nexon for a CX channel assessment.
Dave Flanagan is Head of Digital and AI at Nexon Asia Pacific.
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