In the world of CX, the technologies, tools and processes that consistently deliver the best return on investment are those that liberate customer-facing staff to focus on adding value to the customer relationship. Simple yet impactful changes — like automating repetitive tasks, enabling robust self-service options and consolidating critical information onto a single interface — can yield extraordinary benefits. These improvements reduce live contact volumes, boost first contact resolution (FCR) rates, minimise average hold times, streamline after call work and optimise occupancy rates. And, in turn, that typically also leads to lower absenteeism and reduced agent turnover, a lower cost to serve and a higher level of CX delivery. And because of its immediate ability to further augment agent performance and productivity, it’s in these areas where generative AI is going to raise the bar again. For instance, employee-facing chatbots can assist agents during live interactions by quickly retrieving information from multiple systems, eliminating the need to search across various platforms. This not only speeds up response times but also ensures accuracy and consistency in the information provided to customers.  Generative AI can automatically capture conversations, analyse insights and sentiment, and generate post-call summaries. This reduces post-call work for agents and provides more accurate customer insights that benefit the entire organisation. Meanwhile, on-brand and on-message content can be generated on an industrial scale to aid agents in drafting emails or improving online chat interactions.