When writing any text, it is imperative to provide substance, not just bold statements or speculative predictions, to respect readers and value their time. Thoughtful content fosters credibility and maintains their engagement.

In 2024, a bold and controversial claim suggested that customer experience (CX) would become irrelevant by 2030. While such statements are often designed to spark discussion, this particular assertion felt both overly simplistic and misaligned with the transformative, continuously evolving role CX plays in business. When dissenting opinions were voiced, the response highlighted a reluctance to engage in meaningful dialogue, framing disagreement as personal animosity. This perspective seemed disconnected from the nature of constructive debate and the dynamics of social media, where differing viewpoints should foster growth rather than defensiveness.

The idea that CX is becoming obsolete fundamentally misunderstands its role as a cornerstone of how businesses create, sustain, and enhance value. Assertions that advancements in artificial intelligence (AI) and automation will replace human-led CX strategies overlook the complexity of customer relationships, the role of cultural nuances, and the limitations of technology in addressing human-centric needs across both B2B and B2C environments.

Proponents of this narrative argue that real-time insights, predictive algorithms, and automation will eliminate the need for CX teams, claiming CX will naturally integrate into every process. While AI will undoubtedly enhance certain aspects of CX, this view oversimplifies the multifaceted nature of customer expectations and underestimates the continuous adaptation required to meet evolving demands in global markets.

Provocative statements, while effective at grabbing attention, should be rooted in thoughtful analysis rather than sweeping generalizations. Claims like these often serve as strategies to generate attention, but it’s crucial that they offer meaningful insights. CX is far from “dead”—it is transforming, as all aspects of business do, but its relevance endures as long as businesses are built around human interaction and relationships.

But one thing I do agree with: I hope that one day, with or without AI, things will run completely automated without any human intervention—perhaps in 100 years. 😊

Introduction: Why Predictions of CX’s Demise Miss the Mark

The claim that CX will cease to exist assumes a level of technological and organizational perfection that is implausible. CX is not merely a function or a set of processes; it is an approach to creating value through customer understanding and continuous adaptation.

Key arguments for CX’s supposed demise include:

1. AI and machine learning will automate all customer interactions.
2. Predictive algorithms will remove the need for human intervention in strategy.
3. CX will be so embedded in processes that dedicated teams will be irrelevant.

These arguments fail to recognize that technology is only as effective as the strategies that govern its use. Moreover, the fundamental unpredictability of human behaviour ensures that CX will remain a dynamic, strategic, and necessary discipline.

1. B2B Relationships Are Built on Trust, Not Just Transactions
   

In B2B environments, customer experience is about more than efficient service; it is about fostering trust and long-term partnerships. AI tools can streamline processes, but they cannot replicate the deep understanding required to build and sustain trust.

• Example: SAP has invested heavily in CX platforms like SAP Customer Data Cloud, but the success of these tools depends on SAP’s human-led account management teams to align technological solutions with customer-specific business goals.

2. Complex Decision-Making in B2B Requires Human Expertise

B2B customer journeys often involve multiple stakeholders and intricate decision-making processes. AI can support by analysing data, but human expertise is essential for managing relationships and understanding the diverse needs of enterprise clients.

• Example: IBM combines AI insights from Watson with its global consulting teams to deliver tailored solutions for clients. Watson provides the data, but IBM’s consultants interpret and implement it based on nuanced customer requirements.

3. CX Drives Innovation in Product and Service Design

CX professionals play a critical role in gathering and interpreting customer feedback and data, which informs and help create product and service innovations. Automation can collect data, but human insight is required to translate it into actionable strategies.

• Example: Microsoft relies on its customer success teams to gather feedback on its Azure platform. This feedback shapes the development of new features and ensures that Azure remains competitive in the cloud computing market.

4. Seamless Integration of CX Is a Goal, Not an Endpoint

The argument that CX will disappear when fully integrated assumes that businesses will achieve a flawless state of operations. However, achieving seamless CX is an ongoing process that requires continuous refinement and adaptation. Maybe in 100 years.

• Example: Schneider Electric uses its EcoStruxure platform to provide real-time insights to clients. While the platform enhances efficiency, Schneider’s account teams work closely with customers to optimize system usage and address unique challenges.

5. AI Requires Human Oversight to Remain Effective

AI and predictive algorithms are only as good as the questions and inquiries we made, and the data and governance that guide them. Human-led CX teams are essential for ensuring that AI remains aligned with customer needs and ethical considerations.

• Example: Salesforce leverages AI through its Einstein Analytics platform but maintains a robust customer success organization to ensure that clients derive maximum value from the platform.

6. B2B Customer Expectations Are Continually Evolving

B2B clients’ expectations evolve in response to market dynamics, technological advances, and competitive pressures. CX professionals ensure that businesses remain agile in addressing these changes. Maybe someday the AI will be able to analyse and solve customers concern by it self based in the missing guiding claims.

• Example: Dell Technologies adjusts its service models based on feedback from enterprise customers using its IT infrastructure solutions. These adjustments are led by Dell’s CX teams, who identify trends and align offerings with client needs.

7. B2B Partnerships Require Cultural and Regional Sensitivity

Global B2B companies operate in diverse cultural and regulatory environments. AI can assist with compliance and standardization, but human teams are crucial for navigating cultural nuances and building meaningful partnerships.

• Example: Siemens collaborates with regional partners to implement tailored solutions for industrial automation. Its local CX teams bridge the gap between global technology and local client requirements.

8. Real-Time Data Enhances, But Doesn’t Replace, CX Strategy

Real-time data is invaluable for identifying trends and potential issues, but it is not a substitute for strategic decision-making. CX teams analyse this data and align it with broader business objectives.

• Example: AWS (Amazon Web Services) uses real-time monitoring to ensure system performance but relies on its customer success managers to address strategic client concerns and build long-term relationships.

9. The Human Element Remains Crucial in Crisis Management

B2B companies often face critical, high-stakes issues where human interaction is irreplaceable. Automated systems can provide support, but customers expect empathetic, human-led resolution for complex problems.

• Example: During service outages, Cisco’s human-led support teams work closely with enterprise clients to resolve issues, demonstrating the value of personal engagement in high-pressure situations.

10. CX as a Discipline Drives Competitive Advantage

In B2B industries, CX is a differentiator that creates loyalty and drives business outcomes. Companies that invest in CX gain a competitive edge that cannot be replicated by automation alone.

• Example: Oracle’s Customer Success Services ensure that enterprise clients achieve measurable outcomes with Oracle Cloud solutions. This human-led initiative strengthens customer retention and drives revenue growth.

Conclusion: CX Is Evolving, Not Dying 😊

The claim that CX will be obsolete by 2030 underestimates the complexity of customer relationships and overestimates the capabilities of AI. While technology will continue to enhance CX, it is not a replacement for the strategic, empathetic, and adaptive approaches that define the discipline.

CX is not static; it evolves alongside customer expectations, market conditions, and technological advancements. Companies that embrace this evolution, integrating AI and automation while maintaining a strong focus on human-centric strategies, will thrive. Far from becoming irrelevant, CX will remain a cornerstone of business success, particularly in the B2B sector, where trust, collaboration, and innovation are paramount.  Maybe because some people seek to gain visibility on LinkedIn, this strategy of bold but unsubstantiated assertions is employed. We probably will never know but one think I can ensure you CX is not going anywhere simply transforming and as always evolving.

While this article bellow succeeds in capturing attention, it falls short in delivering the professional depth and insight that many readers might have anticipated. Constructive discussions about the future of CX should be grounded in thoughtful analysis and practical value, respecting the time and expectations of the audience.  https://www.linkedin.com/posts/becustomerled_cx-futureofcx-ai-activity-7255241479265169413-DfMU?utm_source=share&utm_medium=member_desktop

It’s concerning to see respected professionals, including those recognized as LinkedIn Top Voices, contributing speculative content rather than fostering discussions that prioritize meaningful insights and encourage open dialogue over visibility.

If you like my practical articles about CX and related topics follow me on LinkedIn here: https://www.linkedin.com/in/ricardogulko/  and read my recent posts: https://www.eglobalis.com/blog/

Sources:

1. How to Define and Execute a B2B Customer Experience Strategy https://www.eglobalis.com/how-to-define-and-execute-a-b2b-customer-experience-strategy/
2. 14 Best Practices for B2B Customer Experience [New Data]
   This article by HubSpot outlines strategies for enhancing B2B customer experiences, supported by data from a survey of U.S.-based B2B professionals.
   https://blog.hubspot.com/service/b2b-customer-experience
3. Finding the Right Digital Balance in B2B Customer Experience
   This article by McKinsey & Company discusses how B2B companies can balance digital and human interactions to enhance customer experience.
   https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/finding-the-right-digital-balance-in-b2b-customer-experience
4. Improving the Business-to-Business Customer Experience
   This insight by McKinsey & Company examines the importance of a customer-centric mindset in B2B markets and strategies for enhancing customer experience.
   https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/improving-the-business-to-business-customer-experience
5. How to Define and Execute a B2B Customer Experience Strategy
   This article by Customer Think offers practical insights into mapping customer journeys and understanding the diverse needs of stakeholders within B2B environments.
   https://customerthink.com/how-to-define-and-execute-a-b2b-customer-experience-strategy/
6. The Complete Guide to B2B Customer Experience
   This comprehensive guide by Qualtrics explores the unique aspects of B2B customer experiences, emphasizing the importance of understanding multiple stakeholders within client organizations.
   https://www.qualtrics.com/experience-management/customer/b2b-customer-experience/