Think your customers will love your shiny new AI chatbot? You might be in for a bad surprise

Digital experience is no longer a differentiator. Apps, websites and digital presence are the new first port of call for most interactions with customers and that experience quietly shapes whether they continue to interact with a brand.

But expectations have moved well beyond basic functionality. McKinsey found 71% of consumers expect personalized interactions and 76% will switch if they do not like the experience. Now, customers expect digital journeys that are personal, intuitive and frictionless, and the cost of missing that mark is growing.

But many businesses treat investment into digital as a race to add more features, like AI chatbots, personalized journeys and automation. And while, of course, these can all add value, they don’t automatically translate into better customer experience and can even add complexity on top of unresolved basics.

Many businesses still misread what customersactually value. As a result, they invest in the wrong parts...

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