Concentrix and a global leader in athletic footwear and apparel recently joined forces for a co-hosted event, “Customer Revolution: What’s Next.” Retail and travel leaders from around the country met to explore new strategies for improving customer experience (CX).

With presentations and discussions led by major players like Concentrix’s own Santosh Iyer, Monti Becker Kelly, Richard Chataway, Jodi Rausch, Brad Jackson, and Loren Bors, we explored how behavioral science, data, AI, and customer loyalty can transform how brands connect with customers. As an example of what made the event special, some of the highlights included the speakers, interactive workshops, and valuable networking opportunities.

The Behavior Business: An Emotional Playbook

One of the standout presentations revolved around behavioral science, a game-changing factor in understanding customer decision-making. Richard Chataway broke it down for the audience—our brains operate using two systems. System 1 is all about immediate, emotional reactions, while System 2 relies on careful, logical thinking. It might surprise you, but we rely on emotions for 90-95% of our decisions.¹

So, what does this mean for businesses? If you can evoke genuine feelings from customers, they’re more likely to engage and connect. Simple tweaks—such as role modeling, loss aversion, social proof, and other techniques —can boost loyalty like a well-placed nudge in the right direction. It’s all about tapping into those emotional triggers to create memorable moments.

And while AI may be enhancing customer interactions, ultimately customers are humans. Get started by gaining a deeper understanding of behavioral science in Chataway’s whitepaper, “AI and Human Interaction: Applying Behavioral Science to CX Tech.”

Decoding Effective Loyalty Programs

Let’s talk loyalty. The expert panel of loyalty leaders led by Concentrix’s Jodi Rausch emphasized the need for emotional connections that go beyond transactional rewards. Loyalty points can keep customers coming

back, but they’re not enough on their own. Building genuine relationships is what turns customers into brand loyalists.

To create these emotional ties, companies need to dive deep into their customers’ passions and motivations. Aligning performance metrics across teams unifies the organization while also creating a culture where loyalty thrives. The future of customer loyalty relies on understanding the data behind the millions of customer interactions and knowing that every interaction matters.

Amplifying the Voice of the Customer (VOC)

Engaging with customers and actually hearing what they have to say is paramount to building loyal relationships. This session shed light on how one VOC program gathers and leverages feedback effectively to create customer-centric strategies that truly resonate.

From transforming their contact center into a tech-savvy hub for multi-channel conversations, to AI tools that summarize feedback and guide representatives, this cutting-edge approach is helping elevate one travel company’s customer experiences and nurture lasting connections.

Maximizing ROI with Data & AI

The powerful partnership of data and AI is reshaping customer engagement through enterprise intelligence. Concentrix’s Brad Jackson presented on how organizations need to build exponential AI value generated by stacking wins.

The golden rule here is simple: quality data is a must. Poor data readiness can derail your AI ambitions. As organizations dive into AI, they must prioritize thoughtful integrations that drive exponential value by getting the use case right and aligning to business strategy. After all, AI adoption will fail if there isn’t a data culture underpinning the tools.

Navigating the CX Transformation Journey

Transforming your CX strategy? The discussion led by Concentrix’s Loren Bors highlighted the importance of creating a comprehensive roadmap for CX transformation. With alignment, expertise, and visibility across all functions, companies will set themselves up for success.

Wrapping Up

The “Customer Revolution: What’s Next” event was a treasure trove of actionable insights. By leveraging behavioral science, embracing loyalty, listening to customers, powering data and AI, and committing to genuine CX transformation, businesses can forge deeper relationships with customers.

Check out our upcoming events to see if you can benefit from some expert insights.