How to design CX that flows in sync with people, technology, and process

Reflect on a recent positive customer experience. What made it so great?

There’s a direct connection between customer effort and delight. But striving for low-effort experiences and actually delivering them are different. Effortless experiences require perfect alignment between people, technology, and processes.

That’s the kind of harmony brands should cultivate. Let’s explore how to make customer experiences fly in sync.

Harmonized CX drives business results

Effortless experiences that easily flow from start to finish are a lot like a path of swallows. It requires group coordination, creating the appearance of seamless, coordinated choreography.

This type of harmony is the CX dream. Experiences that look and feel effortless to the customer because everything is flying in unison - in front and behind the scenes.

That’s what customers want. The NiCE Global Happiness Index 2025 shows that:

• 41% of consumers prioritize stress-free service
• 31% want it to be effortless
• 53% are willing to spend more for that experience - up 7% from 2024
• And customers under 35? They’re willing to spend $50/month more

But that degree of harmony can only happen when technology and people are in sync.

Danger of being out of sync

There’s often a real disconnect between business leaders’ priorities and customers’ wants. For example, 74% of C-suite leaders think 24/7 availability is the most critical driver of effortless customer service, but in reality, consumers want speed, with 57% citing this as their primary concern.

Just like a single swallow out of sync throws off the whole formation, one outdated assumption can stall your customer experience and your results.

When companies take the time to understand their customers’ needs and wants, they can build experiences that actually make lives easier. In this case, that might include investing in AI agents that help streamline workflows and automate resolution processes, more intelligent routing, and specialized AI copilots that enable human agents to resolve inquiries faster.

Trust helps your service take flight

Swallows trust each other, and this helps them go the distance. Consumers want that same trust-based relationship with brands - with 69% of consumers now trust companies using AI as much or more than those that don’t.

Just as swallows anticipate each other’s flight paths, when you have a CX platform designed to strengthen trust and anticipate needs, customer trust grows, friction drops, and loyalty increases.

Flying in formation for better ROI

Seamlessly orchestrated, effortless experiences don’t just make your customers’ lives easier; they strengthen your bottom line. Reduced customer effort translates to repeat purchases, higher customer loyalty, a better perception of your brand, and, ultimately, increased revenue.

The magic is in orchestrating the tech to:

• Use purpose-built AI to deliver contextually accurate, personalized experiences
• Empower agents with consolidated tools - no more juggling disconnected systems
• Rely on CX-specific data for better decisions and predictive service
• Align teams under one unified platform, like CXone Mpower

Scaling for global growth

Marriott and General Motors faced the same challenge: how to scale without sacrificing customer experience.

By moving to an AI platform, Marriott simplified its tech stack, enabled faster updates, and delivered consistent experiences across every interaction.

GM faced equally high stakes. With an open platform and pre-built APIs, GM integrated vehicle data, added real-time transcription, and adapted quickly to changing business needs.

Evolve with speed and precision

Like a flock of swallows adapting to the wind in real time, businesses must evolve with speed and precision. That means:

• Letting go of outdated CX approaches and beliefs
• Trusting purpose-built AI with the proper guardrails
• Designing for proactive, effortless service

Creating a NiCE, harmonized world

Albert Einstein once said, “Look deep into nature, and then you will understand everything.” In CX, the swallows are a perfect example of understanding the beauty of creating more effortless, harmonized customer experiences.

Read our new blog to discover more about customer experience flying in formation across people, technology, and processes, so everything moves faster with more control, joy, and business growth.

One hour with world-class CX visionaries

Join NiCE + Cognigy for Unleash AI. Reimagine CX, a virtual event, on Nov. 12.

In one hour, learn next steps to unlock growth and profitability, use conversational and agentic AI for smarter CX & EX, and boost collaboration between people and AI.

Hear from:

Cassie Kozyrkov | CEO Kozyr : Formerly Google’s first Chief Decision Scientist, Cassie is one of the world’s top AI advisors. She’ll share exclusive executive insights on moving from AI hype to impact.

Max Ball | Principal Analyst at Forrester : Author of Forrester’s first Conversational AI report, Max reveals exclusive perspectives on how CCaaS and AI are converging to shape the future of CX.

Register now.