The missing link between AI and great CX

Bruce von Maltitz | image supplied

However, the effectiveness of AI depends heavily on the quality of the underlying knowledge base. Without structured, accurate, and accessible information, even the most advanced AI tools cannot deliver consistent results.

As businesses rush to automate customer interactions, it’s important to remember that AI is only as good as the information it uses.

Whether it’s chatbots or human agents, access to reliable and up-to-date data is essential for answering questions, solving problems, and providing a seamless experience.

The role of a knowledge base

A knowledge base serves as the collective memory of an organisation. Traditionally, it was a static repository of documents, FAQs, and policies. Today, modern knowledge systems are increasingly dynamic, often integrating AI to continuously learn from real interactions.

By analysing historical customer conversations, businesses can identify patterns, uncover insights, and transform previously unstructured information into actionable data.

This supports both automation and human agents, helping them provide faster, more consistent responses across all channels.

Key considerations for CX and AI

Many businesses implement AI tools without first understanding the customer journeys they aim to improve.

Simply deploying a chatbot or automation tool is insufficient if the processes, systems, or data that support it are fragmented. Before investing in AI, organisations should ask:

What customer journeys need support?

Is the information required to power these journeys accurate, centralised, and up to date?

The potential for AI in CX is significant, but success relies on combining technology with structured data and human oversight.

When information is organised and accessible, AI works smarter, employees are empowered, and customers experience more consistent, effective service.