Skip to content

Navigating the Future of Customer Experiences: Insights from Stuart Dorman and James Cockbill

4 minute read

In our recent Engage Talks studio broadcast, industry experts Stuart Dorman and James Cockbill delved into the intricacies of the future of customer experience (CX), focusing on the integration of technology into customer interactions. This comprehensive discussion explored pivotal themes such as the evolving role of AI, the delicate balance between human and digital touchpoints, and the imperative need for a cohesive organisational strategy.

The talk commenced with a warm welcome by our host Martin Hill-Wilson and an introduction to the overarching theme of the future of CX through technology. The agenda for the session was carefully curated, encompassing key topics such as AI's supportive role for advisors, the fusion of human and digital conversations, cost-effective interactions, and leveraging foundational capabilities in customer engagement.


The conversation explored the profound impact of AI on customer interactions, particularly from the advisor's perspective. The three distinct phases of AI application—before, during, and after the conversation—were explored in depth. Stuart and James provided unique insights into AI's advancements in natural language understanding, speech recognition, and the automation of customer interactions, presenting both opportunities and challenges. Stuart highlighted the risks of democratisation leading to poor design, while James emphasised the importance of ethical considerations in AI deployment.


The benefits of generative AI during interactions with advisors were underscored by both experts, with Stuart focusing on real-time translation, assistance, and potential productivity gains. The discussion highlighted the ability of generative AI to provide personalised responses, allowing for automation tailored to an individual's unique communication style, as acknowledged by both Stuart and James.


The exploration extended to post-transaction activities, where generative AI was identified as holding the potential for substantial productivity gains, particularly in handling back-office tasks and documentation, a point echoed by both experts.


A compelling story shared by Stuart illustrated the application of large language models to personalise responses based on an individual's past interactions, making automation more tailored and exciting. James contributed to this theme by discussing the growing role of sentiment analysis in understanding user emotions and tailoring responses accordingly.


James further shared his insights into the current excitement and possibilities in the AI space, particularly within the realm of customer interactions. He highlighted the rapid advancements and improvements in AI models, stressing the importance of staying abreast of the latest developments. He also underscored the significance of a data-driven approach and the evolving role of large language models.


Shifting gears, the conversation turned to focus on the delicate balance between human and digital interaction in customer service, emphasising the importance of a cohesive strategy. The key points included:

  • Art of the Possible with AI

The growing interest in AI, especially following the emergence of Chat GPT and generative AI, was acknowledged. Customers' eagerness to adopt these technologies prompted questions about what is achievable.

  • Avoiding Divisive Mindsets

A crucial emphasis was placed on the need to balance the human touch with digital capabilities. The recommendation was to start with a strategic approach, taking incremental steps, understanding the art of personalisation, and leveraging generative AI for more personalised responses. Both Stuart and James highlighted the importance of finding the right balance and avoiding a divisive mindset between digital and analogue approaches.

  • Role of Personalisation

The discussion highlighted the critical role of personalisation in capturing user attention and enhancing the service experience. Large language models were identified as enabling a more personalised approach by analysing past interactions and tailoring responses accordingly. Both experts acknowledged the potential of personalisation in creating a more engaging customer experience.

  • Impact on Knowledge Management

Generative AI, particularly in summarisation, was discussed for its impact on knowledge management. The ability to generate conversational responses from general articles was underscored as enhancing knowledge accessibility and making knowledge management more effective.

  • Challenges in Customer Service

Acknowledgment of challenges in the current state of customer service, especially with declining customer satisfaction indices, was a focal point. Observations were shared regarding the rush to adopt digital solutions during the pandemic and the need to reassess strategies. Both experts recognized the challenges and urged a strategic rethink to optimise digital capabilities while acknowledging the necessity of both human and digital elements in customer service.

  • Digital Strategy and Organisation-wide Coordination

The absence of a cohesive strategy was identified as a problem, with strategies often disjointed and not customer-centric. The call for an organisational strategy that unites different departments and creates an orchestrated approach to customer engagement was made. Recognition that digital is not just about automation but extends to communication strategy and holistic customer experience was underlined.

  • Bringing Digital and Operations Together

The necessity of bringing together individuals responsible for web/mobile experiences and those managing contact centres to create a holistic customer journey was discussed. The proposal to use data to identify drop-off points and understand the end-to-end customer journey to align marketing and operations objectives was presented by both Stuart and James.


The conversation concluded with insights into the challenges and opportunities in customer service, urging for a strategic, customer-centric, and integrated approach to enhance both human and digital interactions. The experts stressed the importance of data, personalisation, and a unified organisational strategy in navigating the evolving landscape of customer experiences.

Overall, the discussion provided a comprehensive overview of AI's role in customer interactions, the challenges faced by organisations, and the strategic considerations necessary for delivering enhanced customer experiences, incorporating a balanced perspective from both Stuart Dorman and James Cockbill.

Watch the discussion on-demand here.

Keep up to date with the latest events, resources and articles.

Sign-up for the Engage Customer Newsletter.