“Straight-from-the-source” takeaways from CX experts who are shaping what’s next.
The CX Ops Peer Council by Movate brought together a dynamic group of leaders across hospitality, e-commerce, financial services, SaaS and a host of other industries. In our Q1 session, 15 CX practitioners came together to explore GenAI breakthroughs in contact center operations — sharing real-world wins, lessons from failed pilots, and innovative approaches to automation, accent neutralization, customer engagement, and more.
While the discussions straddled many topics, here’s a recap of some of the takeaways that every CX leader should know.
Starting with “Why” in AI deployments
One of the most compelling narratives came from a leader in the hospitality industry, who deployed a voice-based virtual assistant to manage high-volume, low-complexity calls like check-in times and reservations. Within weeks, the VA handled 87% of 40,000 monthly calls, dropping the call abandonment rate below 10%. The core lesson? Don’t start with “what” technology to deploy—start with the “why.” Identify the business problem, then design AI solutions to fit.
From scripted bots to GenAI
One of the leaders shared how their journey evolved from basic scripted responses to a generative AI voice assistant capable of handling nuanced customer interactions. Initially constrained by rigid scripts/workflows and manual updates, the team later adopted a voice cloning solution to enable real-time adaptability.
This new solution significantly reduced operational friction. Simple script changes could now be made instantly, reflecting updated policies or pricing, all while maintaining a natural customer interaction style.
Agent empowerment via co-pilots
The discussion also highlighted the emergence of co-pilot technologies to support agents. Leading hotels and financial institutions are cautiously piloting co-pilot tools, focusing to enable agent-facing knowledge surfacing rather than direct customer interactions, especially critical in highly regulated environments such as financial services.
A notable point raised was the importance of knowledge management. Inconsistent or fragmented knowledge bases are a primary barrier to effective co-pilot deployment. Leaders emphasized the need for legal and technical teams to collaborate early to establish accurate, compliant knowledge repositories.
Training GenAI to learn nuance
An interesting example was one where a member brought up a recurring AI challenge related to the misinterpretation of sarcasm and sentiment in customer messages. For instance, a sarcastic complaint around the lines of something like: “you guys are so cheap” was interpreted literally by their AI! The remedy? A rigorous training loop involving human labeling of thousands of interactions.
Over 6–9 months, this hands-on fine-tuning led to a 10% improvement in AI accuracy, and eventually expanded into multilingual support, especially valuable for 24/7 global operations.
Accent neutralization and offshoring
The topic of accent neutralization sparked robust discussion. A council member shared a successful implementation for offshore agents in Asia, emphasizing that the tech works best when agents use neutral accents or their natural accents, as opposed to trying to sound American, which was also echoed by other members on the forum. Several products exist in the market today that help CX operations leaders to leverage offshore labor arbitrage for excellent customer interactions while removing accent & language barriers.
Interestingly, the member also noted that offshore teams now often outperform U.S.-based agents in CSAT scores, a reversal from pre-pandemic norms.
Channel: Voice vs. Digital
Channel strategy remains a hot topic. While certain companies report only 1% of interactions via phone, traditional sectors like hospitality and financial services still rely heavily on voice and often over 85% of total volume.
That said, asynchronous chat and SMS are rising stars. Leaders from eCommerce and legal industries cited SMS/text messaging as a highly effective outbound channel, while others found that email was most effective for proactive, informational updates.
Outcome-based pricing models gain traction
Another trend gaining popularity is outcome-based pricing for AI platforms. Instead of paying per seat or license, companies are opting to pay only when an issue is resolved, defined by metrics such as lack of repeat contact within 7 days. This model offers clarity, accountability, and a shared incentive between vendor and client to deliver results.
Talent challenges and the automation offset
Several leaders expressed difficulty hiring and retaining onshore talent, pushing them toward automation and outsourcing. A CX leader from the car parts industry described how automation deflected 20% of inbound calls, particularly for routine order status inquiries. This helps to focus human agents for strategic or higher-complexity cases like details on specific vehicle parts and accessories that customers cannot find on the website and need to talk to an agent.
Final reflections: cautious optimism
he consensus? There’s no silver bullet in CX transformation. Every AI deployment be it a co-pilot, or automation demands deep alignment between technology, process, and culture. Governance, training, and customer-centric design are non-negotiable.
As one participant summarized, “Technology is only as good as the problem it’s solving—and the people it’s enabling.” The CX Ops Council served as a vivid reminder that innovation is not just about tools, but thoughtful execution.
It was a dynamic, peer-driven discussion packed with forward-thinking insights — and we’re just getting started. Keep an eye out for future meetings and straight-from-the-source takeaways from CX experts who are shaping what’s next.
If you would like help to tackle your CX and technology-driven initiatives, or just a fresh perspective to strengthen your point of view, I would love to hear from you!
Related information
About the CX Ops Peer Council
CX Ops Peer Council, created by Hilary Haan, SVP of Partnerships, is a vibrant peer-to-peer community made up of the who’s who of Customer Experience. Sponsored by Movate, this is a quarterly business forum to exchange strategies and best practices in the fast-paced tech environment.
Hilary is a dynamic executive with a passion for building lasting strategic partnerships, crafting and executing go-to-market strategies, and fostering an epic culture. With a proven track record across Fortune 500 companies and new economy brands, she is a thought leader who drives positive change and consistently delivers exponential growth. Known as a disruptor, Hilary has earned the trust of C-suite leaders, colleagues, and clients alike, enabling her to implement transformative ideas and processes. Her approach is grounded in a deep commitment to both employee and customer experience.
A strong advocate for women and diversity in the workplace and on corporate boards, Hilary is dedicated to advancing inclusivity and empowering future leaders.
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