As rapid advancements in technology—ranging from machine learning to generative AI—reshape industries, the way businesses engage with customers is evolving at a remarkable pace. Customer experience (CX) has emerged as a key differentiator, but the question remains: how do we keep the human element central in this increasingly digital landscape?
Ahead of the Unleash CX event, Victoria Collier caught up with Leona Chauhan, a leading expert in CX, to discuss the future of customer experience and how businesses can seamlessly blend technology with human connection.
Q&A with Leona Chauhan
Victoria Collier:
Leona, thank you for joining us today. Let's dive in. From your perspective, what does a great customer experience look like in today’s world?
Leona Chauhan:
Vicky, I'm happy to be here today to talk about this topic. At its core, a good customer experience is one that makes people feel understood, valued, and respected. It’s more than just providing a seamless transaction or fixing a problem quickly—though those things are important—it’s about leaving the customer feeling satisfied emotionally. A positive CX should spark trust, loyalty, and even a sense of connection.
For example, think about the hospitality industry. A guest may have all the amenities they need, but if the staff doesn’t make them feel welcome, they’ll walk away with a sense of dissatisfaction. In contrast, when an employee takes the time to genuinely engage with the guest, perhaps asking how their day has been or offering a small, unexpected gesture, it leaves a lasting positive impression.
In fact, research shows that 86% of customers are willing to pay more for a better customer experience, especially in industries like hospitality and healthcare, where emotions run high. And 73% of consumers say that their experience with a brand plays a major role in influencing their loyalty.
VC:
How is technology enhancing the customer experience today?
LC:
Technology has been a game changer for CX, no doubt about it. Automation, chatbots, and data-driven insights are helping businesses offer quicker, more personalised service at scale. For instance, machine learning algorithms can predict what a customer might need based on their past behaviour, and that allows brands to offer proactive solutions.
However, technology should enhance—not replace—the human touch. A PwC report revealed that 70% of consumers want more human interaction, even as digital solutions become more prevalent. Take Starbucks, for example. It’s great that it allows for seamless ordering and payment, but what really enhances the experience is when the barista remembers your name or favourite drink. Technology helps with efficiency, but it’s the human touch that fosters loyalty.
VC:
With advancements in machine learning and generative AI, what do you see as the next big leap for CX?
LC:
We’re on the brink of something truly transformative. Machine learning and generative AI are pushing CX to new levels, allowing brands to anticipate customer needs and deliver more personalised experiences.
Imagine AI systems that can understand not just what you’re asking for but why you’re asking. That kind of context-aware interaction could redefine CX entirely. For example, AI might be able to pick up on subtle emotional cues from a customer’s tone in a voice interaction or even the time of day they’re contacting you and tailor its responses accordingly. We’re moving beyond “one-size-fits-all” solutions to highly nuanced, contextual interactions that meet the customer where they are.
VC:
In all this digital evolution, how do we retain the human side of the customer experience?
LC:
This is a critical question, and it’s something I’ve been thinking a lot about. Technology, for all its benefits, can sometimes feel cold or impersonal. To ensure we don’t lose the human element, businesses need to focus on empathy and authenticity. Training staff to listen, engage, and emotionally connect with customers is key.
There’s an experiment in social psychology, often referred to as the "warmth and competence" model, which shows that people generally judge interactions based on two dimensions: how warm (friendly and trustworthy) and competent (capable) they perceive the other party to be. While technology can enhance competence, it’s the human element that delivers warmth.
So, as we adopt more digital tools, companies must ensure their teams are trained to recognise emotional cues, show empathy, and resolve issues with care. After all, customers want to feel like they’re being helped by a person, not a machine.
VC:
How should businesses approach designing CX for future generations, considering the different needs of Gen X compared to what future generations will expect?
LC:
Generational differences are key to understanding the future of CX. Gen X values efficiency and reliability, often favouring phone or in-person service, while younger generations, especially Gen Z (and perhaps future generations who will literally be Gen AI), expect fast, frictionless digital interactions. They’ve grown up in an era of AI and automation, so their expectations are different—they want speed, convenience, and minimal effort.
But here’s the thing: every generation, no matter how tech-savvy, still craves genuine human connection. 76% of Gen Z still believe that human interaction is critical when dealing with complex or emotional issues. So while younger customers might embrace AI-driven services, there will always be moments when human empathy is irreplaceable.
The key for businesses is adaptability. You might offer sophisticated digital interfaces, but you should always maintain a pathway to human assistance for those moments that require empathy and understanding.
There are other factors to consider too. For example, consumers are now highly value-driven. They’re looking for brands that align with their personal beliefs, particularly around sustainability and social responsibility. That’s also a key factor in the future of CX.
VC:
Thank you, Leona. As we wrap up, what are three practical takeaways our readers can apply to enhance their CX today?
LC:
Three practical takeaways from me. I’d say, first, always stay connected to your customers' "why." Understanding the deeper motivations behind your customers' behaviours and needs is essential. By uncovering what truly drives your customers’ engagement with your brand, you can craft experiences that resonate on an emotional level and deliver genuine value.
Secondly, use technology to work in harmony with the human touch. Automation can streamline processes and improve efficiency, but it should always leave space for personal engagement. The right blend of digital tools and human interaction is key to creating a well-rounded CX.
Finally, stay adaptable. Continuously refine your CX strategies to meet the ever-evolving expectations of all customer segments. Flexibility is crucial in a landscape where customer needs and technologies are always changing.
Conclusion
As customer experience continues to evolve, the challenge will be balancing the efficiency and precision of technology with the warmth and authenticity of human interaction. While tools like generative AI and machine learning will revolutionise personalisation and service, empathy and active listening can make a world of difference in customer interactions. The real winners in the CX race will be those businesses that keep the human element at the heart of their strategy.
