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Traditional metrics like average handle time (AHT), first call resolution (FCR), and even Net Promoter Score (NPS) no longer capture the full value of customer experience. In an AI-driven world, organisations must align measurement with strategic business objectives, tying CX performance directly to growth, loyalty, and outcomes.
Metrics are the compass that guide organisations. But what happens when the compass points in the wrong direction?
For decades, customer experience has been measured by operational efficiency. Leaders celebrated shaving seconds off calls, reducing repeat contacts, or nudging NPS upward. But while those metrics have their place, they no longer tell the full story of customer value.
Consider this: a customer interaction may be resolved quickly (a win for AHT) but leave the customer feeling unheard or undervalued. Or an NPS score might rise, but does it reflect actual purchasing behaviour or churn risk? In an experience economy, the metrics that matter most are those tied to business impact.
Organisations adopting AI in customer experience (CX) are moving away from traditional, efficiency-driven metrics (like Average Handle Time or First Contact Resolution) and toward value-focused, predictive, and experiential measures.
Some examples include:
The key is aligning these metrics with strategic goals. If an organisation’s ambition is to grow market share, then CX success should be measured by how effectively it converts first-time customers into advocates. If the focus is retention, metrics should capture whether AI-driven personalisation keeps customers from defecting.
Benefits of adopting change:
Consequences of standing still: Continuing to rely on outdated metrics risks optimising for efficiency at the expense of loyalty. Competitors that tie CX directly to strategic outcomes will demonstrate stronger ROI, win boardroom support, and accelerate innovation. Meanwhile, organisations stuck measuring the past will struggle to justify investment — and watch customers and talent walk away.
In the AI era, success isn’t about being faster or cheaper. It’s about being smarter, more relevant, and more aligned with what customers and the business truly value.
Finding out more about AI That Scales: Strategy, Ethics and Innovation
In this new webinar series, Beyond the Buzz: Real AI for Real CX, Genesys experts will cut through the hype to show how AI can deliver measurable business impact today while preparing your organisation for tomorrow. From building a sustainable AI operating model to understanding the Genesys AI roadmap and ethics principles, you’ll gain the knowledge to adopt AI responsibly, scale effectively, and unlock true customer experience innovation.
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