Customer experience is evolving. The challenge now is aligning AI-driven efficiency with emotionally intelligent, human-centered support.
Fabio, as the Chief People & Technology Officer at Covisian, you play a pivotal role in the company’s focus on enhancing customer experience through advanced Generative AI. Can you share your journey and how you’ve helped shape Covisian’s approach to CX innovation?
Prior to joining Covisian, I worked in the consulting industry on Information Technology and Cybersecurity (ITC) transformation projects for more than 10 years. At Covisian, I started my work in the Business Process Outsourcing (BPO) industry. I lead transformation within the organization and work on the growth of the company through various acquisitions across many countries. Additionally, I oversee people management and human resources. Typically, IT and human resources are not paired together. However, Covisian recognizes that technology heavily impacts people and processes, especially in the contact center space. A critical part of my role is overseeing the development of technology and people to ensure that both make advancements that facilitate the successful integration of AI to improve customer experiences across industries.
What do you believe are the most significant trends that will shape the integration of AI within the customer experience (CX) industry?
One of the most significant trends we will see is the renewed emphasis on managing customers with empathy and integrating emotional intelligence into customer experience processes. Although companies have increased their usage of automation, customers may still need access to human agents to meet their emotional needs, and many companies are beginning to recognize the importance of knowing when to use AI, and when human interactions are essential.
Secondly, data-driven decisions will begin to shift how companies are approaching their customer interactions. AI can analyze and organize data quickly and accurately, providing companies with new customer insights. Companies are increasingly using these findings to improve their customer interactions across all touchpoints in the customer experience.
Lastly, we will continue to see conversational AI advance as it becomes more intelligent, delivering relevant, accurate, and efficient responses to customers seeking assistance. AI Agents can also improve the accessibility of customer support because of multilingual capabilities, allowing users to receive support in their preferred language.
As companies push to enhance their CX, what do you think will be the biggest barriers they will face in the next few years? How can they navigate these obstacles effectively?
Relationships between consumers and brands will begin to change if brands believe they can exclusively use AI. For example, customers expect to talk to a human agent when they call for support with an issue. There are many different channels customers can utilize to address their needs, and if they choose to pick up the phone, it’s because they would like to speak with a human.
The biggest barrier for companies seeking to enhance their CX will be finding the right balance of where to leverage artificial intelligence to generate efficiencies while not losing the human touch of customer interactions. Being intentional about selecting which process to apply artificial intelligence is critical to overcoming this barrier and taking a human-first approach to the customer experience.
What are the most effective approaches you’ve seen to overcoming challenges in CX, especially as businesses adopt more AI-powered solutions?
The use cases where we see the strongest results are when companies combine artificial intelligence with human oversight. When businesses leave a customer alone with artificial intelligence, this often negatively impacts the customer experience. If AI-powered solutions are unable to address the customer’s problem, human intervention is essential to deliver a positive customer experience. Businesses can more effectively adopt AI-powered solutions by empowering human agents to address customers’ emotional needs and making data-driven decisions on when to introduce automation.
Covisian has been recognized for its ability to help customers improve their CX strategies. How does your company differentiate itself in delivering innovative solutions to clients?
Covisian is different because we are a technology company and a BPO company. When we design and develop our technology solutions, we also have the business understanding to grasp how the technology will affect human agents and processes at customer contact centers. Typically, tech companies develop solutions without a deep understanding of the processes that they must support. On the other hand, BPO companies usually do not have insight into the latest technologies and how to integrate them into the customer experience. Covisian has deep expertise in both customer experience management processes and developing technological solutions.
Certain industries are known for pushing the boundaries of CX innovation. Which industries do you think are leading the way, and what sets them apart in terms of their approach to customer experience?
Many industries are advancing their use of artificial intelligence to enhance customer experience, but the most successful are those willing to experiment with new, innovative models. There is already a strong technical maturity in sectors like telecommunications, but we are also seeing excellent results in other industries where customer operations management is still evolving. For instance, travel, healthcare, and insurance have traditionally been less mature in managing customer interactions. However, we are seeing these industries successfully implement hybrid management models that combine human expertise with advanced technologies. This approach is delivering optimal results, demonstrating that the willingness to adopt new ways of working can drive significant improvements in the customer experience, even in sectors that are still developing their operational models.
When measuring the success of a CX strategy, what metrics do you consider to be the most valuable and why?
- We are primarily monitoring the customer’s satisfaction by measuring the experience itself. Today, companies do not need to send customers a survey to gather their feedback on their experience. Now, through real-time analysis and different algorithms, transcriptions of conversations are monitored and analyzed in real-time using AI to assess the customer’s level of satisfaction with their experience.
- Our secondary KPI is the percentage of time that artificial intelligence was used compared to the total time the customer spent interacting with the brand. This metric allows us to see the correlation between AI and human interaction. The more artificial intelligence that is used, the more immediately you can see the impact on the customer experience.
With AI automation making significant strides, how do you see human interaction evolving in the CX landscape, particularly in terms of balancing technology and personalized service?
Balancing technology and the need for personalized service through a human touch is Covisian’s focus every day. When these are balanced, companies can not only make processes more efficient but also improve customer satisfaction. We strive to give agents the right tools and knowledge to empower them to focus on delivering exceptional experiences to customers. We know that when implemented responsibly, efficiencies created through AI will allow humans to do their jobs better and provide value to the customer.
Generative AI is gaining momentum, especially in the customer service space. How do you envision the role of AI in transforming the CX industry, and where does Covisian see the greatest potential for AI-driven improvements?
We see efficiency as one of the main drivers in the application of generative AI. Although efficiency cannot be the only driver, AI allows companies to invest more time in customer relationships and provide more personalized services.
Finally, as you look to the future, what excites you most about the upcoming developments in CX, and how do you see Covisian continuing to lead the charge in this space?
I am excited to continue to see how AI evolves and explore new ways to integrate it into business processes without losing our philosophy of advancing a human-first customer experience. With Covisian’s experience in both technology and BPO consulting, we are excited to continue to develop innovative approaches that balance the integration of AI with human interactions to deliver seamless, exceptional customer experiences across industries.
A quote or advice from the author
“Improving efficiency is important to business growth but there is a right place to apply artificial intelligence, and it cannot be applied to everything. Pairing humans with artificial intelligence through a responsible, data-informed approach is the key to delivering a positive customer experience.”
Fabio Sattolo
Chief People & Technology Officer at Covisian
Fabio Sattolo is the Chief People and Technology Officer at Covisian, with over a decade of consulting experience in information systems. Specializing in ICT projects and business applications, Fabio has led significant transformation initiatives in the BPO sector, particularly in customer management processes. He has been pivotal in mergers and acquisitions, integrating organizations, processes, and systems across various cultures and geographies. Known for his expertise in managing and developing organizations and tools, Fabio drives business transformation and growth at Covisian. He holds an Engineering degree from Politecnico di Torino, Italy.