This article was based on the interview with Manisha Powar, VP Head of Product Customer Experience Suite at Qualtrics by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The age of abundant data has arrived, yet many organizations find themselves drowning in information while struggling to connect with customers on a human level. This paradox, being “data rich but insight and action poor,” is a common challenge for businesses today. The sheer volume of signals, from website clicks to social media mentions, creates an overwhelming scenario where insights become outdated before they can be acted upon. This is where agentic AI comes in, offering a transformative approach to experience management, shifting it from reactive to proactive and from transactional to genuinely helpful. By leveraging the power of AI, businesses can unlock the true potential of their data and create experiences that resonate deeply with their customers.
The rise of agentic AI marks a significant leap forward in the realm of customer experience. Moving beyond the limitations of rule-based chatbots and reactive systems, agentic AI empowers businesses to anticipate and address customer needs with unprecedented precision and personalization. This shift is not merely about improving efficiency but about fostering deeper connections with customers at scale. By understanding the nuances of customer behavior and preferences, businesses can deliver experiences that are not only helpful but also empathetic, building lasting loyalty and advocacy. The potential of agentic AI to revolutionize customer experience is immense, and its adoption will be crucial for businesses seeking to thrive in the increasingly complex digital landscape.
Breaking Down Data Silos and Overcoming Signal Overload
One of the key obstacles to delivering exceptional customer experiences is the prevalence of data silos. As Manisha Powar from Qualtrics points out, “All of this data is fundamentally disconnected. Website signals and your call center are completely not connected in most cases.” This disconnect leads to frustrating experiences for customers who have to repeatedly explain their issues across different channels. Furthermore, the sheer volume of signals creates an overwhelming situation for organizations, making it difficult to extract meaningful insights and act on them in a timely manner. “By the time somebody looks at an insight and decides to act on that insight,” Powar explains, “life has probably moved on much further.” Agentic AI offers a solution by unifying data from various sources and enabling real-time analysis and action, thus overcoming the limitations of traditional data management approaches.
“We’re swimming in so much data, but we are failing to make human connections at scale, that that data is actually supposed to enable for us.”
Agentic AI: The Expert Problem Solver
Unlike traditional chatbots that follow static decision trees, agentic AI operates with a deeper understanding of customer context and intent. Powar uses a compelling analogy to illustrate this difference: “The analogy I think of is the difference between yesterday’s chatbot and what we think now as agentic AI is that between a scripted call center operator and an expert problem solver.” This ability to reason, understand, and execute multi-step plans allows agentic AI to handle complex scenarios and provide personalized solutions. It moves beyond reactive responses to proactive interventions, anticipating customer needs and resolving issues before they escalate.
“yesterday’s chatbot is reactive, it’s scripted, it follows a very static decision tree. Whereas the AI agent, like a Qualtrics Experience agent, is going to be more proactive and goal-oriented.”
Balancing Efficiency and Empathy
The pursuit of efficiency should not come at the expense of empathy. Agentic AI offers a unique opportunity to achieve both. Powar emphasizes that “businesses want efficiency. They want to save money. They want to make money, but customers don’t want to be treated like a number.” By automating mundane tasks and providing human agents with valuable insights, agentic AI allows organizations to deliver personalized experiences at scale without sacrificing efficiency. This balance is crucial for building lasting customer relationships and driving business growth.
“This is where businesses really want to help customers, but this is where the tension happens because businesses want efficiency…But at the same time, the business leaders don’t wake up every morning and say, I’m going to treat…I’m excited to treat my customers as numbers today.”
Building a Future-Ready CX Strategy
Embracing agentic AI requires a shift in mindset and a commitment to building a future-ready organization. Powar highlights three key patterns observed in forward-thinking brands: establishing a robust data foundation, setting clear risk and governance policies, and adopting an agile and experimental approach. These elements are essential for creating a culture of customer-centricity and fostering trust in AI-driven interactions. By focusing on small, high-impact pilot projects, organizations can demonstrate the value of agentic AI and gain momentum for broader adoption.
The transformative potential of agentic AI is undeniable. It empowers organizations to move beyond reactive responses and embrace proactive problem-solving, creating experiences that are not only efficient but also deeply empathetic. By breaking down data silos, providing valuable context, and automating mundane tasks, agentic AI frees up human agents to focus on higher-value interactions, fostering stronger customer relationships and driving business growth. As AI technology continues to evolve, the ability to balance efficiency and empathy will become increasingly critical for businesses seeking to thrive in the age of the customer. By adopting a customer-centric approach and embracing the power of agentic AI, organizations can unlock the true potential of their data and create experiences that build lasting loyalty and advocacy.
