1、REPORTAuthor:Teresa Cottam,Contributing AnalystEditor:Ian Kemp,Managing EditorSponsored by:TM Forum|September 2024putting people at the heart of customer experiencehumanizing AI:contents2inform.tmforum.orgsection 2:enabling smarter digital supportsection 1:customer care challengesthe big picture1106

2、03section 4:the importance of datasection 3:boosting call center performance211526section 5:strategies for successful AI-empowered customer supportadditional features&resources28the big picture3inform.tmforum.orgTo this end,they have reorganized and added CX leaders to deliver a greater customer foc

3、us.One of the latest to do so is Verizon,which in March brought together all its experience teams under Brian Higgins,the companys first Chief Customer Experience Officer.Higgins says this is intended to create a“customer-first mentality”and encourage team members to share their expertise.One of his

4、 first tasks is an initiative to use AI to ensure customer care specialists can quickly gain access to the information needed to efficiently help customers.In May,Verizon launched new generative AI(GenAI)products designed to enhance CX.“We understand that every interaction is an opportunity to make

5、a meaningful impact on peoples lives,”said Higgins.“AI is helping us not just meet expectations,but exceed them by showing our customers weve got their back at every turn.”Other communications service providers(CSPs)continue to invest heavily in AI technology for CX.Vodafone and Microsoft,for exampl

6、e,earlier this year signed a strategic deal to bring GenAI,cloud,digital and enterprise services to more than 300 million businesses and consumers across EMEA.This will see Vodafone spend$1.5 billion over the next 10 years on cloud and customer-focused AI services developed in conjunction with Micro