How AI-powered CX delivers ROI

In 2024, numerous AI pilots were launched, many in the experimentation stage. Forrester predicts that in 2025, while experimentation will continue, business leaders are shifting focus toward proving AI’s return on investment (ROI). At the same time, CX leaders must address the rising customer demand for consistently exceptional experiences. According to CX Trends Report 2025, 70% of consumers across APAC will switch to a competitor after just one bad experience. In India, poor customer experiences put an estimated $223 billion in sales at risk.  

These figures underscore the need for businesses to deeply understand their customers–what impresses them, what erodes trust, and how to deliver consistently excellent service. Achieving this at scale is possible with AI tools that prioritise customer-centric strategies. Businesses in India that have embraced AI for CX are already seeing tangible benefits, with 95% of AI adopters reporting positive ROI from their AI tools in CX. For instance, leading cosmetics brand Lush leveraged AI-powered CX to streamline its CX operations across multiple touchpoints and languages, enhancing customer feedback collection and analysis. This resulted in an impressive 369% ROI, allowing the company to recover its initial investment in under a year.  

Empowered agents, satisfied customers

CX Leaders in APAC anticipate a fivefold increase in customer interactions in the coming years. AI copilots are revolutionising customer support by significantly enhancing agent capabilities, with 87% saying AI copilots supercharge their abilities.  

AI copilots help agents manage higher volumes of inquiries, assisting agents by anticipating customer needs, offering proactive recommendations, drafting suggested replies and executing business procedures independently. Additionally, AI copilots surface relevant insights and resolutions proactively, preventing workflow disruptions and enhancing service quality.  

Scale effortlessly with AI agents

AI agents enable businesses to scale rapidly while maintaining efficiency. These agents improve customer service ROI by reducing first response time, and lowering the cost per ticket. AI agents purpose-built for CX that require minimal or no coding can be deployed quickly and deliver immediate value by automating common queries in the brand’s voice.  

With AI Agents taking over the mundane work, it empowers human employees to transition into higher-value roles like cross-functional experts or managers, fostering productivity and innovation. Importantly, rapid scaling doesn't come at the expense of quality. AI agents continuously learn from interactions, refining their capabilities over time. This ensures consistent service quality and enhances revenue generation through intelligent cross-selling and upselling during customer interactions, driving higher ROI on CX investments.

Ultra personalisation to meet customer expectations

Personalisation in 2025 goes beyond addressing customers by name or sending birthday promotions. Customers expect businesses to understand their needs and provide instant, relevant, and empathetic responses. In APAC, 72% of consumers say they expect more personalisation with AI.  

AI-powered CX solutions act as personal concierges, analysing unique customer histories, preferences, and needs. By leveraging customer insights, businesses can anticipate and proactively address expectations at scale, strengthening customer relationships, increasing satisfaction, and driving long-term loyalty and lifetime value.

Meet customers where they are with omnichannel support

Modern customers expect businesses to engage with them seamlessly across multiple channels. A robust omnichannel strategy ensures that businesses meet customers on their preferred platforms, whether through chat, social media, text, email or phone.

Live support channels like phones, should be reserved for the most complex of cases. Advancements in natural language processing (NLP) and generative AI are making voice AI a viable alternative, further optimising support costs. An omnichannel approach not only enhances convenience for customers but also improves operational efficiency by streamlining inbound ticket management.    

Measuring AI’s impact on CX and ROI  

When these strategies are applied, AI can drive ROI for CX teams, but continuous measurement and optimisation are essential. Businesses must track and analyse customer feedback, ensuring AI tools deliver tangible value. AI-driven analytics and quality assurance enable businesses to assess interactions across multiple touchpoints, evaluating support effectiveness and identifying areas for improvement.  

AI can also recommend automation opportunities, further reducing operational costs. This iterative improvement cycle enhances CX quality, increases customer satisfaction, and contributes to sustained business growth.  

The Future of AI in CX  

Businesses that leverage AI in CX effectively will gain a competitive edge. From AI copilots enhancing agent efficiency to AI agents automating interactions and driving revenue, the opportunities to improve CX and boost ROI are substantial. By prioritising personalisation, omnichannel engagement and continuous optimisation, businesses can meet rising customer expectations while achieving sustainable growth in 2025 and beyond.  

Maureen Chong

---

Maureen Chong is RVP Asia at Zendesk.