AI-era contact centres become strategic CX data hubs

eCommerceNews Australia - Martyn Riddle, VP Marketing APAC, Verint

In this byline, Martyn Riddle, VP Marketing, Verint APAC, argues that AI maturity is creating a new role for the contact centre as a real-time source of customer intelligence. Rather than treating customer conversations as data exhaust, businesses can capture and connect interaction data across voice, chat, messaging and digital channels to inform decisions across service, product, marketing, sales, risk and compliance. The article highlights how AI, when governed properly and integrated into workflows, can help organisations improve efficiency while preserving context, trust and empathy in customer interactions.

“The question is no longer whether this transformation is coming. It is whether your organisation is ready to lead it.”
— Martyn Riddle, VP Marketing, Verint APAC.