Customer expectations are rising fast, and they don’t just want efficient service – they want to feel understood, remembered, and genuinely cared for.
Modern technology is now making it possible to deliver this level of personalization at scale, helping organizations create thoughtful, human moments that once relied solely on individual memory.
To find out more, we spoke to John Ortiz, AI and Voice Analytics Consultant at MiaRec, about how contact centres can use technology to show genuine care, one personalized moment at a time.
Video: Build Rapport: AI Is Helping Agents Create Truly Thoughtful Moments
Watch the video below to hear John explain what contact centres need to do to help agents build rapport with customers, focusing on using AI to help agents create truly thoughtful moments:
With thanks to John Ortiz, AI and Voice Analytics Consultant at MiaRec, for contributing to this video.
This video was originally published in our article ‘New Ways to Help Agents Build Rapport’
How to Use Technology to Deliver More Personal, Thoughtful Experiences
Behind the scenes, AI analyses conversations, behaviours, and subtle emotional cues to help brands anticipate needs and respond in ways that feel deeply personal.
1. Understanding What Customers Value Most
AI can review past conversations, such as calls, chats, and emails, to identify preferences, frustrations, habits, and even emotional tone.
“AI is really changing the game in customer experience and it’s not just by automating tasks, but by helping businesses create moments that feel genuinely personal and thoughtful.
And here’s how. So AI can analyse past customer conversations, like phone calls, and chats, and emails, and it picks up on things that people actually care about but don’t always repeat. Things like preferences, frustrations, timing, and even emotional tone.”
These are the meaningful details customers rarely repeat but expect you to remember, and by capturing them automatically, organizations can deliver experiences that feel more attentive and considerate.
2. Anticipating Needs Before Customers Ask
With these insights, brands can proactively shape experiences that meet a customer’s needs ahead of time, as John explains:
“A clothing brand, they might remember your size, your favourite colours, and the fact that you always order rush shipping before a trip, so that the next time you log in, you see a vacation-ready outfit bundle with guaranteed delivery before your departure date.”
3. Adapting Service to the Individual, Not the Average
AI also helps tailor real-world interactions, for example:
“In healthcare, a clinic might know from a past call that you’re an anxious person when it comes to needles, so before your next appointment they prep numbing cream and a staff member who’s great at explaining the process, and they even explicitly only offer afternoon appointment times because that’s when you prefer to come in.”
As John explains, these details come from listening:
“This is the kind of insight that doesn’t come from forms or CRM notes, it comes from actually listening. And when customers feel like they’re remembered without having to start all the way over every single time, that’s what builds trust and real rapport.”
If you are looking for more great insights from the experts, check out these next:
- 3 Ways to Strengthen Customer Loyalty
- How Technology Supports Customer Trust
- Reimagining Rapport in the Modern Contact Centre
Author: Robyn Coppell
Published On: 20th Feb 2026
Read more about - Video, Artificial Intelligence (AI), Communication Skills, Conversational AI, Customer Experience (CX), Customer Service, John Ortiz, MiaRec, Personalization, Rapport, Skill Development, Soft Skills, Technology Enablement Strategy, Videos
