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Zoom’s Inaugural APAC Summit Unveils AI’s Transformative Role In Elevating Customer Experience

KUALA LUMPUR: Businesses must embrace artificial intelligence (AI)- driven solutions to meet evolving customer expectations.


Zoom Contact Center head Chris Morrissey said organisations today strive to provide a connected, unified experience for everyone interacting with the brand, whether an agent, an employee, or a customer.

According to Zoom Video Communications Inc (Zoom), personalisation, efficiency, and technology integration with human empathy are key elements in building customer trust and loyalty.

Zoom recently hosted its inaugural Asia Pacific (APAC) customer experience (CX) summit to share insights on AI’s transformative potential in shaping customer journeys.

According to Zoom head of Asia Pacific (APAC) Ricky Kapur said most customers, or about 60 per cent, would leave a brand after one or two negative support experiences.

“Customers today seek an experience that sets your company apart from others. They want to be treated well, they want issues resolved fast and with genuine empathy at every interaction,” Kapur said, adding that many customers are even willing to pay a premium.

Due to the evolution of CX, he emphasised the importance of personalisation, swift issue resolutions and empathy.

He explained that legacy solutions fail to meet modern customer expectations, underscoring the need for AI tools for seamless experiences.

“Organisations need a single platform that provides a consistent and seamless experience – internally for collaboration and externally for customer interactions. By doing so, businesses can create more demand, increase customer loyalty, and accelerate revenue,” said Kapur.

Zoom Video Communications Inc head of Asia Pacific (APAC) Ricky Kapur said Zoom is deeply committed to the CX space as it recognises its pivotal role in its success story.

“Zoom is deeply committed to the CX space because we recognise its pivotal role in our own success story. We have reimagined how teams work and revolutionised employee experience in the workplace,” Kapur said.

“To fulfil our mission of delivering limitless human connection, we also extended the power of Zoom Workplace into CX.

“A big reason customers choose Zoom in the workplace is that we make the complex simple. They know Zoom is a modern workplace platform that works, and we are bringing that same modern philosophy and engineering to the customer experience,” he said.

Similarly, AI-powered customer service can benefit every aspect of an operation, from delivering exceptional user experiences for customers and agents to creating more cost-effective, efficient workflows.

In his keynote address, CX Innovation Institute chief innovation officer Simon Kriss shared AI use cases in APAC, such as real-time translation and automated post-call summaries, which resulted in enhanced customer satisfaction while reducing the need to hire language specialists.

“Automated post-call summaries not only save time for human agents but provide more consistently formatted summaries that can be more easily analysed later,” said Simon.

The Zoom Contact Center is said to be the world’s first video-optimised omnichannel contact centre, offering over 700 features designed to elevate customer experiences. It recently introduced AI innovations such as the AI Companion for Contact Center, which provides live transcription, summarises calls, and generates real-time follow-up tasks for agents.

There is also the AI Expert Assist, an intelligent feature that transforms customer interactions by analysing conversations on the fly and providing agents with the information they need—right when they need it.

Further, the Zoom Workforce Engagement Management harnesses AI-generated insights to forecast staffing needs, automate scheduling, and plan agent workload.

“Organisations today strive to provide a connected, unified experience for everyone interacting with the brand, be it an agent, an employee, or a customer.

“To do so, there needs to be a change in technology capabilities, particularly by harnessing a modern AI-powered CX platform like Zoom that looks at CX and employee experience as one,” said Zoom Contact Center head Chris Morrissey.

The event also featured a customer panel discussion with Lenskart, Asia’s largest eyewear company serving 40 million people, with over 1,500 omnichannel stores across 175 cities in India, Singapore and Dubai, and Iress, a global provider of financial services software.

The panel explored AI’s evolving role in shaping customer experiences and agent engagement and how organisations can strike the delicate balance between technology, efficiency, and human connection.

The panellists agreed that humans must be at the centre of AI implementation.

With the right tools and training, customer success teams can leverage insights to make data-driven decisions for better business outcomes.

Lenskart product owner Rahul Rupani said that a significant challenge they faced was managing the uneven distribution of optometrists across different regions in India.

To address this, Lenskart turned to Zoom Contact Center, which enabled optometrists to conduct remote eye tests for customers via video.

Rahul added that the company plans to utilise AI features in the Zoom Contact Center to enhance CX outcomes while scaling its services.

By analysing data from these remote interactions, his team will be able to quickly identify areas for improvement, such as whether optometrists are following eye test guidelines.

Meanwhile, Iress’s chief corporate affairs and marketing officer Kelly Fisk said AI’s true power is to free humans up for higher-value work, such as building relationships and making informed decisions.

“This is how Iress has leveraged Zoom Contact Center for its support teams. Large amounts of data from customer engagements are analysed with AI and fed back to product and customer support teams.

“This has helped drive quality control and coaching for employee development and has empowered team leaders to manage customer queues and resourcing more effectively, ultimately resulting in more positive CX outcomes,” she said.

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