Hexaware urges unified AI strategy as CX scores continue to fall

Research from Forrester suggests that customer experience is declining globally, prompting calls from Hexaware for businesses to reconsider how they use artificial intelligence.

While CX Day is presented as a celebration of positive customer experiences, new data from Forrester shows that scores for customer satisfaction are continuing to fall across various industries.

Hexaware, a provider of IT services, asserts that artificial intelligence can play a key role in addressing these challenges if implemented thoughtfully. The company has released a statement urging business leaders to shift their approach to AI integration as a response to negative industry trends.

AI opportunities

Sanjay Salunkhe, President & Global Head - Digital & Software Services at Hexaware, noted the significant developments in AI that customer-facing teams can now access.

"CX Day shines a light on the importance of delivering exceptional experiences - and in 2025, businesses have more tools than ever to achieve this. In particular, the wave of AI advances that has been unleashed since OpenAI took the world by storm with ChatGPT have created vast potential for CX teams to drive hyper-personalisation. By analysing customer behaviour, anticipating needs, and responding with empathy, today's AI agents free service teams to focus on high-value interactions while ensuring customers feel heard and supported."

Salunkhe emphasises that recent AI advancements allow businesses to personalise interactions at scale by analysing customer data and behaviours. He believes such developments can support service teams, enabling them to spend more time resolving complex queries, while machine intelligence manages more routine tasks.

Need for strategic approach

However, Salunkhe warned that integration of AI should be guided by clear strategy and foresight to avoid undermining the very goals businesses seek to achieve.

"To succeed, businesses must think strategically - for all the recent advances in technology, Forrester says that the quality of CX is eroding year on year. When it comes to adopting AI, bolting on endless point solutions risks making CX more difficult, not easier. Complex technology stacks can make orchestration, context-passing and personalisation more elusive. That's why it's crucial to build a unified foundation - where data and systems are connected, and AI can act with context, rather than in silos. This will ensure every new capability enhances CX, instead of adding complexity. In turn, businesses will be able to move forward confident they can unlock AI's full potential to drive customer experience to new heights."

Salunkhe's comments highlight the risks of implementing a variety of disconnected AI applications without adequate coordination, which can increase operational complexity and diminish the effectiveness of digital customer journeys.

Shifting towards integration

The Hexaware executive called for organisations to consolidate their AI tools and platforms to ensure better interoperability and coherence.

"The next phase of CX transformation will depend on businesses' ability to integrate AI across their data, systems and workflows. Organisations that move beyond isolated deployments, the company says, will be better placed to create seamless, personalised and efficient experiences at scale."

The integration of AI across multiple operational domains, Salunkhe argues, will be essential for creating streamlined and connected customer journeys. Companies that move away from isolated implementations may benefit from enhanced capabilities to provide responsive and tailored services to customers.

Prioritising the human touch

As the conversation around customer experience gains renewed attention, Hexaware is advising decision-makers to look beyond individual AI-driven features and focus on reinforcing the broader system.

Hexaware is urging business leaders to prioritise the construction of unified AI ecosystems, with the stated aim of improving customer satisfaction and restoring more meaningful human engagement in digital interactions.