In a recent conversation with Emerj Research, I had the opportunity to dive deep into the evolving challenges of customer experience (CX) alongside Chloe Rice, the Director of Global Customer Experience at Shutterstock. We discussed the complexities of CX in the retail industry and explored how brands can keep pace with ever-changing consumer expectations in a tech-driven market.
The Modern CX Landscape
For retail, the stakes are incredibly high. Today’s customers expect immediate, personalized, and frictionless experiences, whether they’re browsing online or walking through a physical store. From my perspective, meeting these demands requires brands to be both agile and innovative. It’s not just about adopting the latest technology—it’s about using it responsibly while keeping a clear focus on delivering genuine value.
Consumers today are driven by efficiency, convenience, and accuracy when they interact with brands. To stand out in a crowded market, businesses must prioritize these elements. This isn’t just a nice-to-have anymore—it’s essential if you want to capture and retain customer loyalty.
A Culture of Care: Insights from Shutterstock
Chloe shared some fascinating insights from Shutterstock’s journey as a highly digital enterprise. For them, it’s all about fostering a “culture of care.” This means ensuring that empathy is embedded in every customer interaction. As she explained, effectively managing customer relationships isn’t just about using the latest tools—it’s about creating a customer-first mindset across the organization.
The Transformative Role of AI in CX
At Interactions, we’ve seen firsthand how AI can transform the customer experience in retail. But it’s not just about automation. It’s about enabling richer, more meaningful conversations that genuinely build trust with customers. Our Intelligent Virtual Assistant (IVA) technology allows brands to scale their support while keeping interactions natural and human-like. This is critical in maintaining customer satisfaction and loyalty because, let’s face it, nobody wants to feel like they’re talking to a robot.
Our goal is to leverage AI to handle routine inquiries efficiently while seamlessly passing complex or emotionally sensitive issues to live agents. This creates a smooth, efficient experience that combines the best of both worlds—AI efficiency and human empathy.
Balancing Technology with the Human Element
One of the key themes Chloe and I explored was the balance between automation and the human touch. While AI has the potential to revolutionize CX, we both agree that over-relying on automation can lead to customer frustration if it lacks the nuance and empathy that only a human can provide. Customers still value the option to connect with a real person, especially when they’re dealing with complex issues or need extra support.
At Shutterstock, Chloe noted that their strategy is to create a seamless transition between AI-driven support and human interaction. From my perspective at Interactions, our IVAs are designed to do just that—handle the repetitive tasks and escalate more nuanced inquiries to live agents, ensuring customers get the best experience possible.
Overcoming Integration and Data Challenges
One of the biggest challenges we discussed was the difficulty many retail brands face in modernizing their CX systems. Legacy platforms often create bottlenecks, making it hard to innovate quickly. Chloe and I both recognized that integrating new technologies with existing infrastructure is a common hurdle.
Designing flexible solutions that integrate seamlessly with a brand’s current systems should be prioritized. This makes it easier for companies to scale customer support without having to overhaul everything. For Shutterstock, Chloe emphasized that aligning data across different departments is critical to delivering a cohesive customer journey. When everyone has access to the same data, it’s easier to create personalized and impactful customer experiences.
The Future of CX in Retail
Looking ahead, Chloe and I both see AI playing an even greater role in personalizing and streamlining CX. But we also agree on the importance of balancing this technology with human interaction. The brands that will thrive in the future are those that use AI to empower—not replace—human agents. This is the key to building deeper, more meaningful customer relationships.
Ultimately, CX is more than just a feature—it’s a competitive advantage. Brands that effectively blend technology with the human touch will set themselves apart, delivering experiences that feel both cutting-edge and personally meaningful.
If you’re interested in learning more about striking the right balance between AI and human touchpoints, check out our eBook, The Best of Both Worlds: Optimize Your Contact Center by Blending Human and AI Capabilities. It’s full of strategies to help you create a CX that’s both innovative and deeply human.
