The three pillars of agile customer experience

Discover why enterprise software solutions provider NICE advocates an agile CX approach in driving transformations and adapting to the "new normal"

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Adam Jeffs

At CXN Live: Contact Centers 2020, Paul Turner, business solutions consultant at enterprise software solutions provider NICE, offered his analysis of the current state of customer service and how agile CX can help brands adapt in order to move forward during the current Covid-19 crisis.


Turner noted that NICE observes four transformations, aside from CX itself, that are needed for organizations to thrive. He explained that agility allows brands to harness and accelerate these transformations, which are as follows:

  • Digital: Changes how people expect to interact with a brand
  • Workforce: Challenges the ways in which we engage with our employees
  • Artificial Intelligence (AI) and Automation: Creates a new standard of smarter experiences
  • Cloud-first technology: Reinvents what we perceive as limits and removes traditional boundaries

Turner remarked that the crisis has accelerated transformation and change, noting that Covid-19 has forced a mass switch toward digital channelsm with brands displaying agility in reacting to customer preferences. This is about making the most of customer interactions and adapting to the "new normal", which requires that organizations make agility part of their DNA.

The three pillars of agile CX

An agile approach to CX allows organizations to continuously provide exceptional experiences to consumers and employees, explained Turner. In order to embed this approach into the DNA of an organization, the three pillars of agile CX must be considered:

  • Agile service: Creating a flexible cloud foundation that empowers rapid changes and smart digital-first experiences.
  • Agile insights: Adding visibility and context to customer interactions using advanced analytics and AI for hyper-personalized experiences.
  • Agile workforce: Engaging the workforce by streamlining processes, automating guidance in real-time and creating persona-based employee experiences.

Turner went on to discuss various technologies and techniques for facilitating the deployment of an agile CX approach, noting that AI and machine learning are reshaping some aspects of CX, with chatbots and AI-driven self-help channels becoming a first choice stop for consumers. He finished by noting that in order to drive successful transformations through agile CX, organizations needed to adapt to employee expectations, as well as engage and motivate employees to optimize a complex workforce.

To hear the full range of Turner’s insights and observations regarding agile CX and how it drives successful transformations, watch Turner’s full session at CXN Live: Contact Centers 2020 above.