Zoom held its inaugural CX summit in Asia Pacific (APAC), exploring how organisations can move beyond buzzwords to unlock the transformative power of artificial intelligence (AI) in shaping the customer journey. The event featured keynotes from Ricky Kapur, Head of APAC at Zoom; Chris Morrissey, Head of Zoom Contact Center; Simon Kriss, Asia’s leading voice on AI in CX, as well as perspectives from the industry, including representatives from Lenskart and Iress.
Key takeaways from the event include:
Transforming businesses with superior CX
● In his keynote, Ricky Kapur emphasised the rapid evolution of customer experience (CX). Customers are now seeking differentiated experiences from brands, not just products or services. Personalisation, swift issue resolutions, and genuine empathy at every touchpoint are crucial to building customer trust and loyalty.
● With almost 60% of customers willing to leave a brand just after one or two negative support experiences, every interaction shapes brand perception. The stakes are now higher than ever.
● Legacy solutions cannot solve modern customer expectations and customer service teams must be equipped with the right tools to enable seamless experiences and real-time engagement. Many organisations are looking to AI not just to address customer pain points but to help their agents become more productive and empowered with the right information to solve issues.
○ In fact, Frost and Sullivan projects that investment is expected to increase to over 70% across all AI areas in the next two years.
● Organisations need a single platform that provides a consistent and seamless experience – both internally for collaboration, and externally for customer interactions. By doing so, businesses can create more demand, increase customer loyalty, and accelerate revenue.
Advancing innovation in CX with AI
● AI-powered customer service can benefit every aspect of an operation, from delivering exceptional user experiences for customers and agents to creating more cost-effective, efficient workflows.
○ In his keynote, Simon Kriss highlighted several use cases of AI that has transformed CX in APAC, including:
■ Real-time translation between call centre agents and customers, especially in a region as diverse in languages as Asia – helps customer service teams to respond promptly regardless of the language used, resulting in enhanced customer satisfaction while reducing the need to hire language specialists.
■ Automated post-call summaries not only save time for human agents but provide more consistently formatted summaries that can be more easily analysed at a later stage.
● Zoom Contact Center is the first video-optimised omnichannel contact centre in the market, offering over 700 features designed to elevate customer experiences. Recently introduced AI innovations include:
○ AI Companion for Contact Center, which provides live transcription, summarises calls, and even generates follow-up tasks for agents in real-time.
○ AI Expert Assist, an intelligent feature that transforms customer interactions by analysing conversations on the fly and provides agents with information they need – right when they need it.
○ Zoom Workforce Engagement Management, which harnesses AI-generated insights to forecast staffing needs, automate scheduling, and plan agent workload.
● “Organisations today strive to provide a connected, unified experience for everyone that interacts with the brand, be it an agent, an employee, or a customer. In order to do so, there needs to be a change in technology capabilities, particularly by harnessing a modern AI-powered CX platform like Zoom that looks at CX and employee experience as one,” said Chris Morrissey, head of Zoom Contact Center.
Building customer trust through AI-powered CX
● The event also featured a customer panel discussion with Lenskart, Asia’s largest eyewear company serving 40 million people, with more than 1,500 omnichannel stores across 175 cities in India, Singapore and Dubai, and Iress, a global provider of financial services software.
● The panel explored the evolving role of AI in shaping customer experiences and agent engagement, and how organisations can strike the delicate balance between technology, efficiency, and human connection.
● The panellists agreed that humans must be put at the centre of AI implementation. With the right tools and training, customer success teams can leverage insights to make data-driven decisions for better business outcomes.
○ Rahul Rupani, Product Owner at Lenskart said that a significant challenge they faced was managing the uneven distribution of optometrists across different regions in India. To address this, Lenskart turned to Zoom Contact Center which enabled optometrists to carry out remote eye tests for customers via video. Rahul added that the company is also planning to utilise AI features in Zoom Contact Center to enhance CX outcomes while scaling their services. By analysing data from these remote interactions, his team will be able to quickly identify areas of improvement such as whether optometrists are following the guidelines of an eye test.
○ Kelly Fisk, Chief Corporate Affairs and Marketing Officer, Iress, highlighted that the true power of AI is to free the human up for higher-value work, such as building relationships and making informed decisions. This is how Iress has leveraged Zoom Contact Center for its support teams. Large amounts of data from customer engagements are analysed with AI and fed back to product and customer support teams. This has helped drive quality control and coaching for employee development and has empowered team leaders to manage customer queues and resourcing more effectively, ultimately resulting in more positive CX outcomes.