Clare Muscutt talks with Samantha Conyers about how emerging technologies like ChatGPT will impact customer experience management.

“So, personalised experiences for me are not the result of automation at all. It's quite the opposite. Rather they are the result of businesses actively choosing and understanding their customers’ wants, needs, and behaviours, and choosing what to automate and what not to. And you know, when we think about, you know, to go back to the call centre experience. I think I would love it if I had a problem with something and I could quickly type it in, and an intelligent bot or whatnot, give me access to fixing my problem. But there are certain things that I actually want to speak to a human being for. And I don't think that's ever going to change, right?”