In her book, The Experience Mindset, Tiffani Bova outlines seven key attributes that define a great customer experience—efficiency, personalisation, predictiveness, proactivity, flexibility, responsiveness, and value delivery—each ensuring interactions are seamless, relevant, and rewarding. Each serves as a blueprint for reimagining customer journeys, making interactions feel effortless and intuitive.

One company that exemplifies this approach is Lemonade, an insurance provider that brings efficiency, responsiveness, and proactivity into the claims process. When a customer files a claim—whether for a burst pipe, stolen laptop, or storm damage—it’s often a moment of crisis. The last thing they need is a slow, frustrating experience. By leveraging it, Lemonade demonstrates how AI can improve customer experience by eliminating  delays and uncertainty, and resolving claims in seconds rather than days. This shift turns stressful moments into reassuring ones, giving customers immediate relief when they need it most.

Businesses are using AI to embed these seven attributes into customer interactions, ensuring that every engagement is efficient, personalised, and proactive. Technology enables the shift, but it’s the people behind the scenes who bring it to life. When companies automate mundane tasks, employees are free to focus on higher-value work. With routine tasks automated, employees can focus on what matters most - enhancing the customer journey in ways previously unimaginable.

How Does AI Improve Efficiency by Supporting Employees?

AI is reshaping the way employees contribute to customer journeys. Instead of spending time on repetitive tasks, they can now focus on delivering meaningful customer interactions. With AI improving efficiency and offering deeper insights, employees can shift their focus from routine tasks to delivering highly personalised, proactive support—elevating the customer experience.

By using predictive AI capabilities, businesses can help employees anticipate customer needs, enabling them to be more proactive, flexible, and responsive—key elements of a great customer experience. This shift not only enhances flexibility in their roles but also empowers them to contribute more creatively to problem-solving and innovation.

Ultimately, when businesses apply AI effectively, employees can move from routine tasks to value-driven outcomes, embedding all seven CX attributes into every interaction and reinforcing a culture of customer-centricity. By integrating AI, employees can focus on delivering meaningful, high-value interactions driving efficiency, responsiveness, and personalisation in every customer touchpoint.

The AI Job Equation

How can businesses build an investment case for AI that eliminates inefficiencies and unlocks new possibilities? 

Over the past two blogs, we’ve explored how businesses are using AI to simplify complexity, enhance customer satisfaction, and reduce cost to serve. This is one side of the equation. The other side is ensuring that the business case for AI stacks up.

Jobs Impacted by AI= STOP wasting time, START creating value

The AI Job Equation highlights the imbalance between outdated, manual tasks and the opportunities created by AI. The goal is to transform customer journeys—not just by removing inefficiencies, but by unlocking new opportunities for proactive service, hyper-personalisation, and AI-driven innovation that redefine customer engagement. This shift creates entirely new roles, such as data-driven CX strategists, AI-powered service designers, and hyper-personalised engagement specialists—who rethink how businesses connect with customers.

Your AI Journey

So, when confronted by the question first raised in Blog 1  “What’s our plan for AI to drive major improvements in our results?”—how will you answer? This is a moment of change—a chance for you to rethink how work gets done, how your customers engage, and how you create value in your business. This is your moment to lead. Businesses that act now will set the standard, shape the industry, and redefine the future of customer experience. This is your opportunity to lead—and dominate the field.