How to Deliver Great Customer Experience Today

Customer expectations are evolving faster than ever. From AI-driven service to real-time messaging, the way people interact with brands is constantly shifting.

In this article, we explore the key elements of delivering great customer experience today, and the practices that help businesses stand out.

Make Service Available Everywhere

Customers expect to interact with your business on their channel of choice, whether that’s phone, email, live chat or WhatsApp. Delivering consistent service across all these touchpoints is no longer optional.

What matters most today is true integration. If a customer starts on live chat, moves to email, and then calls your contact centre, they shouldn’t need to repeat themselves.

If your company isn’t using omnichannel technology, you’re already falling behind in delivering exceptional customer experience.

Modern cloud-based platforms and CRM integrations make it possible to track conversations across every channel, ensuring customers feel recognized at each step.

If you want to know the benefits of omnichannel, read our article: 5 Benefits of an Omnichannel Contact Centre

Choose the Best Channel for Customers

Offering every possible channel can overwhelm both customers and businesses. The shift now is toward opti-channel, choosing the right channel at the right time.

For example:

• An SMS works best for urgent alerts.
• Email is more effective for information customers need to keep.
• A phone call is still the most empathetic way to resolve complex or stressful issues.

Opti-channel relies on data and journey mapping to understand what a customer needs and then guiding them to the best interaction path.

Personalize Every Customer Journey

Gone are the days of generic IVR menus. Today’s customers expect experiences that feel tailored to them. By connecting CRM data, past interactions, and real-time context, businesses can anticipate why a customer is reaching out and serve up personalized options immediately.

Instead of asking a customer to “press 1 for sales” every time, advanced contact centres now adapt the journey dynamically.

A returning customer might be greeted with a proactive offer, or a billing issue could be flagged before the customer even mentions it. Personalization is fast becoming the difference between good CX and great CX.

Use AI and Automation

AI and automation are no longer futuristic add-ons, they’re core to delivering modern customer experiences.

Intelligent chatbots powered by natural language processing can handle repetitive queries 24/7, while robotic process automation (RPA) speeds up back-office tasks.

The biggest benefit? Human agents are freed up to focus on high-value, emotionally complex conversations.

Together, AI and human agents deliver quicker, smoother, and more personalized service, creating a truly great customer experience.

How to Achieve Excellent Customer Experience Today

Great customer experience is no longer about one interaction or one channel, it’s about the entire journey from start to finish. To succeed today, companies should:

• Map the full journey: Identify pain points across all touchpoints, not just the contact centre.
• Think beyond service: CX includes website navigation, product design, and fulfilment as much as support.
• Leverage data and AI: Use analytics and automation to anticipate needs and act proactively.
• Continuously adapt: CX expectations evolve quickly – treat improvement as an ongoing process, not a one-time project.

This article is a revised version of What Does a Great Customer Experience Look Like?, originally published by Connect Managed.

For more on delivering a great customer experience, read these articles next:

• 3 Easy Ways to Simplify Your Customer Experience
• 4 Ways Purpose-Built AI Is Transforming CX
• Positive Scripting for Customer Service – With Examples

Author: Hannah Swankie
Reviewed by: Megan Jones