Introduction: Moving Beyond Automation in Customer Experience

Modern CX is at a crossroads. As businesses demand more intelligent, faster and ever more adaptive customer service, leaders are asking critical questions: Can AI do more than automate routine tasks? Can it adapt, learn, and empower teams to deliver real, sustainable value? Deloitte’s latest best-practice framework reveals: The answer is yes—if you choose your processes wisely and approach agentic AI transformation with intention.

This guide equips CX, contact centre, and BPO leaders with clear direction for identifying high-potential business processes for agentic AI transformation—leveraging two proven pathways to maximise value and minimise risk.