CX Insight magazine

October 2025
Table of Contents Download Issue

in this issue

Leading with Clarity in the Age of DistractionBeyond Resolution: How AI is Redefining Customer ExperienceBrand Spotlight: GoodLeapHow Back-Office Operations Contribute to CX ImprovementsAI Can’t Fix Bad Knowledge: How Governance Shapes Customer ServiceAre You Measuring CSAT for AI?KIA SPOTLIGHT: CRATE & BARREL Back to Table of Contents

Beyond Resolution: How AI is Redefining Customer Experience

Discover how AI is transforming CX from a cost center to a brand-building engine through faster, more personalized support at scale.

Contributed by Sierra

Experience Meeting Customers Where They Are

Across industries, customer experience (CX) has emerged as one of the clearest differentiators. A recent survey found that more than 80% of consumers are willing to switch brands after just one poor interaction. At the same time, rising costs of service delivery — the average price of a phone call to a consumer brand ranges from $5 to $20 — is putting real pressure on organizations.

Meanwhile, customer expectations continue to rise. They want instant responses, 24/7 access, and personalized help that feels as seamless (and targeted) as their favorite consumer apps. For executives, this creates a paradox: how to deliver more, faster, without exploding costs or burning out teams.

This is where AI agents, thoughtfully deployed, can serve as more than cost savers. They can become ambassadors for the brand itself, acting as an extension of its voice and values. Agents can be used to build stronger relationships between companies and consumers, enabling brands to communicate with more of their customers more frequently and in more meaningful ways.

The Challenge: CX at Scale

Even the most forward-thinking companies struggle to keep up with the changing needs of consumers. Take financial services. Millions of Americans rely on digital-first platforms for everyday banking and payments. These organizations have reshaped consumer expectations, offering easy sign-up, instant transactions, and intuitive interfaces. But behind the scenes, they often face the same bottlenecks as traditional incumbents: high inbound volume, repetitive questions, and long wait times for support.

This isnʼt just a financial services story. Retailers, travel companies, healthcare providers, and telecom operators all wrestle with similar dynamics. Questions about account balances, order status, appointment scheduling, or troubleshooting can overwhelm contact centers — eroding both customer sentiment and employee morale.

Historically, the industry leaned on deflection strategies, like FAQ pages or static chatbots, to reduce volume. But these tools often frustrate customers instead of resolving their needs. Phone calls are also ineffective due to their high price tag; most conversations are not worth the $20 price tag of a call today. As a consequence, it is nearly impossible to talk to most consumer brands. True transformation requires a new approach.

A Case in Point: Chime

Chime, one of the largest U.S. fintech companies, built its reputation on delivering fee-free banking to everyday Americans. Millions of people turn to Chime as a consumer-friendly alternative to traditional banking. The company has long defined itself by a brand experience that puts the member first.

By partnering with Sierra, a leading AI customer experience platform, Chime reimagined how customersʼ questions get resolved. Instead of treating automation as a barrier between members and human agents, Chime deployed AI agents that act as brand extensions — available around the clock to handle routine inquiries with accuracy and empathy.

“We always aim to provide banking solutions for our customers that feel simple, human, and on their side,ˮ said Janelle Sallenave, Chief Experience Officer at Chime. “Partnering with Sierra helps us deliver on that promise by making support even faster and more personalized.ˮ

The results speak for themselves. Resolution rates increased from 50% to over 70%, indicating that more than two-thirds of member questions are now resolved instantly. Members now receive fast, clear answers on everything from the status of a direct deposit to resetting their password. Importantly, Chime reports that Sierraʼs agents show “significantly betterˮ resistance to hallucinations — a critical factor in financial services, where trust is non-negotiable.

For Chime, the benefits extend beyond metrics. Their team is now freed to focus on complex, higher-value problems that require judgment and care. Members get faster service and clearer communication. And the brand strengthens its reputation for accessibility and reliability.

From Cost Center to Brand Builder

This illustrates a larger shift. For decades, customer service has been treated primarily as a cost center — something to optimize, contain, and streamline. But when AI is deployed strategically, service becomes a brand builder and also a revenue driver.

Thatʼs because AI agents do more than answer questions. They bring a companyʼs voice and values to life. By consistently and accurately handling inquiries, they reinforce trust in every interaction. By being always available, they reduce the frustration of waiting on hold or navigating complex menus.

And by seamlessly escalating to customer experience representatives when needed, they create a sense of partnership between technology and people.

This philosophy shift pays dividends. Operating costs decrease. Employee satisfaction rises because agents spend more time solving meaningful problems. And most importantly, customers walk away feeling heard, helped, and valued — which means they stick around longer and recommend Chime to their friends.

Beyond Resolution by the Numbers

The Results:

• Resolution rates increased from 50% → 70+%
• Customer experience representatives freed to focus on higher-value work
• Faster answers on direct deposits, account access, and password reset
• Strong reputation for accessibility and reliability

Best Practices for AI-Powered CX

1. Design for outcomes, not scripts.
Traditional chatbots rely on rigid decision trees that fail to capture the nuance in how customers talk — or what they need. AI agents can think, reason, and take action. So, build them with clear outcomes in mind that resolve the underlying issue and do not just deflect it. For example, Sierraʼs approach emphasizes measuring resolution rates and customer satisfaction rather than completion of a scripted flow.

2. Embed AI into existing ecosystems.
The most effective AI agents are not bolted on as an afterthought. They are integrated into knowledge bases, help centers, and workflows.

3. Build for trust.
Accuracy and hallucination resistance are critical. In sectors like finance and healthcare, one wrong answer can have serious consequences. Sierra uniquely mitigates this, turning immediate performance into lasting customer trust and improving the lifetime value of its customers.

Lessons from the Front Lines

• What customers want is not a human or software — it is a solution.
• People matter more than ever. AI frees them to focus on high-value cases.
• Proactive service is within reach. By analyzing patterns, AI can anticipate issues before they arise.


The Future of CX

Looking ahead, it is possible to imagine a world in which companies are able to deliver experiences that are continuous, contextual, and consistent across channels, instead of fragmented or reactive.

With the conversation as the interface, the promise of true personalization finally comes into reach. Instead of forcing customers to navigate menus, every reply, every interaction, even every pixel is generated in direct response to them.

With always-on, customer-facing AI agents that are accurate and aligned with brand values, platforms like Sierra are enabling companies to move beyond resolution.

“We view customer service as much more than a tool for answering questions,ˮ said Clay Bavor, cofounder at Sierra. “It is a way of bringing a brandʼs voice and values to life. With Sierra, our agents free up teams to focus on more meaningful work, while customers get personalized, delightful consumer experiences. This is how customer experience moves from a cost saver to a true brand-builder.ˮ

Final Thoughts

Customer experience is at an inflection point. Rising expectations, economic pressures, and technological advances have created both urgency and opportunity. Those who embrace AI thoughtfully will thrive.

Sierra helps businesses build better, more human customer experiences with AI. Sierra helps businesses build better, more human customer experiences with AI.

Learn more at sierra.ai