Navigating the new CX frontier: Balancing AI efficiency with human empathy

The customer experience is undergoing an unprecedented transformation, driven by the rapid adoption of AI. However, as brands rush to integrate new technologies, the importance of emotional intelligence and human connection remains paramount.

At a recent MARKETING-INTERACTIVE roundtable in Bangkok, in partnership with TP and AWS, senior leaders across hospitality, retail, banking, and technology converged around a central question: How can organisations scale AI without eroding trust, loyalty, and the human connection?

The true cost of customer acquisition and the retention imperative

With the cost of customer acquisition rising, brands are pivoting towards retention. Akbar Motani, chief executive officer at DPM (Thailand), noted that many organisations are re-evaluating their strategies to focus on existing customers.

“The cost of acquiring a new customer is huge,” he said.

This shift is critical given the low consumer tolerance for poor service. Jaspreet Singh, vice president of global cloud solutions at TP, shared that it takes fewer than two bad touchpoints for a customer to make the decision to switch brands.

“The customer experience and customer loyalty is very fitted,” said Singh, adding that more than 56% of customers agree they are willing to pay a premium for better approachability and CX.

The foundation of AI: data hygiene and cultural alignment

While data is the foundation of AI, its implementation often faces hurdles. Andrew Jeffree, customer experience partner specialist, ANZ, at Amazon Web Services (Amazon Connect), pointed out that roughly 70% of AI implementations fail. He attributed this not to technological shortcomings, but to a lack of cultural alignment within businesses.

“Our humans are also going to be the best people to implement this change from an AI standpoint,” he said, emphasising the need to redesign customer journeys using internal talent.

Furthermore, data hygiene is non-negotiable. Motani highlighted that possessing data is insufficient if it is not validated, warning that poor data hygiene can lead to disjointed and potentially damaging customer experiences across different channels.

Empowering the human touch with AI

Rather than replacing human agents, forward-thinking companies are using AI to augment their capabilities.

TP, a global leader in digital innovation, exemplifies this approach. Romeo Solas, the APAC vice president of digital innovation and transformation at TP, explained how agent-assist tools leverage transcribed conversations in real time, offering agents the “next best action’’ and identifying cross-selling opportunities. This technology optimises handling times while allowing agents to focus on the emotional connections.

Similarly, Chalida Ratanamook, director of Accor tech operations and innovations, Sofitel and MGallery at Accor Hotels, shared that the hotel group uses AI chatbots to handle routine requests. If a complaint keyword is detected, the system immediately escalates the issue to a human agent, ensuring critical moments of truth are handled with empathy.

Internal CX: Overcoming employee fear

A recurring theme throughout the session was the necessity of internal CX – ensuring employees are equipped and comfortable with AI tools. Andy Rangel, chief executive officer of Thailand and Malaysia at TP, stressed the importance of change management.

“Our people need to be on board... we want to minimise the fear factor,” he said, advocating for clear communication about how AI will change, rather than eliminate jobs.

Himanshu Rathore, chief operations officer of TP Thailand, echoed this, noting that the company tests its AI models extensively before deployment, and uses them to assist employees directly.

By automating data-heavy tasks and providing real-time insights, employees save time and are better equipped to serve customers, leading to higher satisfaction for both the staff and the end-user.

As the landscape evolves, the successful integration of AI and human intelligence will be the defining factor for customer-centric brands. By prioritising data hygiene, empowering employees, and maintaining a focus on emotional connections, organisations can build resilient operations that genuinely understand and anticipate customer needs.

Acknowledgements

This roundtable and article were made possible by our partners, TP and AWS.

TP is a global leader in digital business services, helping brands bridge the gap between complex technology and authentic human connection. By unifying advanced AI models with deep emotional intelligence, TP empowers leaders to streamline operations, enhance employee capabilities and deploy tailored, hyper-personalised customer experiences at scale.

AWS provides the agile cloud infrastructure and flexible, usage-based solutions – such as Amazon Connect – that enable businesses to seamlessly integrate these AI models and design end-to-end customer journeys without the burden of fixed costs.

To learn more about how TP can help you increase engagement and elevate your customer experience, visit: https://www.tp.com/en-th/locations/thailand/.