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Artificial intelligence (AI) has the power to turn good customer experiences into great experiences.

And, as odd as this may sound, developments in smart technologies are making the customer experience more human.

When used strategically, technology can be used to enhance human characteristics, to personalize and improve customer interactions, making them ‘more human’. Given the competitive environment we’re in, creating these hyper-human experiences is more important for businesses than ever before.

So what makes a good customer experience a great customer experience?

There are two key differences between a good customer experience and a great one:

1.   Empathy (with a good dose of serendipity thrown in)

2.   Ease of Use and privacy.


The capacity to understand or feel what another person is experiencing from within their frame of reference lifts CX from good to great. The individual customer is understood and met with an experience that not only fulfills their immediate needs, but their emotional needs as well.

The value of serendipity – the ability to surprise and delight – is another marker of a great experience.

The new battleground emerging around the future of customer experience is how you make your customers feel, think and act. While customers may not remember what you showed them or offered, they will remember how you made them feel.

Hence the emphasis on Empathy.

Now as to point Number Two.


A great digital experience is one that does not require you to think too much and respects privacy – and not just from a data perspective. We are overwhelmed with information, notifications and interactions. Great experiences are founded on knowing when to connect with customers and, more importantly, when not to connect. Customers need to feel supported, encouraged and enlightened; never overwhelmed.

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