Best Practice Report

GenAI Is An Evolution — Not A Revolution — In Customer Feedback Management

CX Leaders Must Balance GenAI Value, Risk, And Effort

September 13th, 2024
Colleen Fazio, Senior Analyst
Colleen Fazio Senior Analyst
Zeid Khater, Analyst
Zeid Khater Analyst
Boris Evelson, Vice President, Principal Analyst
Boris Evelson Vice President, Principal Analyst
With contributors:
Rick Parrish , Rich Saunders , Evan Megan , Daniel Portillo , Rachel Birrell

Summary

Someday, generative AI (genAI) will change the way organizations collect, analyze, and act on customer insights. But between now and someday, customer experience (CX) leaders need to avoid “shiny object” syndrome and carefully balance risks and rewards when considering genAI use cases for customer feedback management. CX and customer insights professionals should take advantage of AI hype to intensify their investments in predictive and other “traditional” AI capabilities. This report discusses potential use cases for AI in customer feedback management and provides guidance on how to navigate the pros and cons.

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