By Byron Fernandez, Group Chief Information Officer, TDCX

In today’s US$550B growing CX market, recent progress in machine learning, generative AI, and intelligent automation have opened a world of possibilities for companies to rethink their CX and future-proof their customer strategies. In recent months, we have observed a sharp increase in demand for CX consulting services as companies look for support in navigating these new territories.

The ability to adopt new technology is core to TDCX’s business model. We have leveraged new technologies to transform CX services, from optimizing processes, to enhancing our training, coaching, development, and knowledge management capabilities of our CX workforce. Our proficiency in harnessing the power of new technologies has seen us becoming a trusted partner to many of the world’s leading digital and new economy brands. Today, 92% of TDCX’s revenue is derived from our digital and new economy clients as we support them in complex work that requires high levels of cognitive ability.

The Potential of Generative AI 
Generative AI offers our industry a lot of promise and potential. One area where we see immediate application for generative AI technology is in productivity gain via accelerated information access.

Through generative AI, employees can significantly reduce the time required to make sense of large amounts of information and accomplish tasks with greater levels of accuracy. What used to take a few hours for research and conceptualization now only requires a few minutes with an appropriately structured setup and prompting. Also, by taking advantage of generative AI, companies can automate data analysis and generate improved business insights at scale.

Adopting Generative AI
The best way to fully harness the potential of large language models and generative AI is to follow a well-structured adoption plan. The journey begins with assessing your company’s readiness with an AI diagnostics framework. The next step is to determine potential use cases and to prioritize them based on a matrix that evaluates the level of effort required and the potential gains to be expected. Lastly, and most importantly, is to have an agile and iterative approach by experimenting as much as possible.

At TDCX, we have a team of 50 experts serving our clients in AI, machine learning, robotic process automation, and data science. We have partnered with clients in assessing how to maximize cognitive load, automate processes, train custom models, or develop generative AI-powered knowledge management tools. This has led to more efficient and superior quality omnichannel customer service, as well as faster and more accurate content moderation services. For our B2B sales and digital advertising clients, our efforts have translated into accelerated conversions and revenue growth.

In one of our recent TDCX e-books on Forward-Looking CX Trends, we highlighted how quickly the landscape was changing with increased customer expectations around expanded digital channels, immersive hybrid experiences, smarter products and services, hyper personalization, and conscious consumption. Our insight at the end of the e-book still holds true; an organization that takes innovation and experimentation to heart has better prospects of succeeding.

Generative AI is just the tip of the artificial intelligence iceberg. There is a lot more to offer, and certainly a lot more in the works at TDCX. Talk to us to find out how generative AI can help elevate your CX.