变革推动者：将人工智能融入客户体验运营.pptxVIP

Agentsofchange:integratingAIinto

customerexperienceoperations

Contents

3Thebigpicture

7Keyfindings

8Section1:CustomerengagementevolveswithgenerativeAI(GenAI)

14Section2:HowwillagenticAItransformcustomeroperations?

19Section3:WhataretherolesforModelContextProtocol(MCP)andAgent2AgentProtocol(A2A)?

23Section4:Where’sthevalueinagenticAIforcustomerexperience?

27Furtherreading

28Additionalsponsorfeature:Bridgingthegap:howAI-enabledintegration

platformsmodernizetelecomlegacysystems

Additionalresources

34

Thebigpicture

3

AgenticAIstandstorevolutionizecustomerexperience,goingwellbeyondthecapabilitiesofgenerativeAI

(GenAI)chatbots.AsTMForumChiefAnalystMark

NewmanexplainsinourrecentagenticAIBenchmarkreport:“RatherthanputtingGenAIintothehandsof

contactcenteragents,agenticAIcanmovebeyondthe‘chatinterface’triggerpointtoonethatisactivatedby,forexample,anetworkerror,anemailoraconversationwithachatbot.”Thiscansetinmotionachainofeventstofulfillcustomers’requests,orintents,andresolve

theirproblemsautonomously–oftenbeforetheyevenrealizethereisanissue.

Leadingcommunicationsserviceproviders(CSPs)

likeDeutscheTelekomandSKTelecomaregoing

beyondchatbotsintheconsumermarkettodevelopsophisticatedAIpersonalassistantsthataimto

accomplishawiderangeoftasksforcustomers,

suchasplanningandbookingtravelautonomously.

Theyaren’ttheonlycompaniesdoingthis,ofcourse.

OpenAIsChatGPTandGoogleGeminialreadyoffer

sophisticatedtravel-bookingcapabilities–usingplug-insandintegrationsinChatGPT’scase,andviaGoogleservices–withagoalofexpandingtheseservicesandmakingthemfullyautonomous.

Buttelcoshavetwoimportantcompetitiveadvantages:theirmobilenetworksanddevices,andtheirlong-

standingrelatio