Modern Insurance Magazine recently caught up with Fariya Tasleem, Marketing Specialist at AllThingsCX, to discuss emerging CX trends, predictions for the industry, and her wider journey into the sector.

Q. Hi Fariya!

Let’s start by talking about your role at AllThingsCX. What do you do, and what do you find most interesting about it?

A. In my capacity as a Marketing Specialist at AllThingsCX (ATCX), I navigate the B2B marketing landscape, guiding our growth through the marketing funnel. Initially, I focused on building an engagement strategy, strategically positioning our services to enhance clients’ ability to deliver exceptional Customer Experience (CX) using cloud communication solutions. This involved understanding their unique needs and tailoring our marketing efforts to address specific pain points, essentially serving as a catalyst for demand generation.

What I find most intriguing about my role is its diversity. Beyond promoting AllThingsCX’s services, I actively contribute to industry awareness, identifying and addressing pain points related to cloud telephony. This dynamic environment keeps me engaged, offering a continuous learning experience as I evolve in my role, ensuring our marketing efforts not only showcase our services but also underscore the broader need for effective cloud telephony solutions.

Q. So, how did you end up working in this sector?

A. My journey into this sector began with a tech background as a solution consultant in marketing technology. Seeking a more strategic marketing role that aligned with my interests in CX, Digital Transformation, and Technology, I discovered ATCX. The company’s focus on cloud telephony, coupled with its potential for substantial growth and the presence of an expert team, immediately caught my attention. Transitioning to ATCX has allowed me to leverage my consulting experience to contribute meaningfully to the enhancement of CX across diverse sectors, including niches like the auto repair industry.

Q. Thus far, what has been your most significant or proudest achievement in your current or previous roles?

A. In previous roles, I take pride in fostering strong client relationships and achieving client success by seamlessly integrating siloed systems into a unified cloud ecosystem. In my current role, a significant accomplishment has been elevating awareness for ATCX, cloud telephony and Easy AI within the contact centre sphere. Notably, discussing our innovative projects within the auto repair industry earlier, I’m excited about upcoming initiatives in 2024, all aimed at achieving specific technological advancements goals. Looking ahead, my next target is the insurance CX space, and we’re geared up to bring transformative upgrades to the industry.

Q. If you could go back to the start of your professional career, knowing what you now know, what piece of advice would you give to yourself?

A. If I could go back to the start of my professional career, the primary advice I would give to myself is to stay relentlessly curious. Embrace every opportunity as a chance to learn, be open to new experiences, and never underestimate the power of an inquisitive mindset. Understanding that setbacks are not roadblocks but rather stepping stones to greater achievements is crucial. Each challenge is an invitation to grow, evolve, and refine both professional skills and personal resilience. By maintaining a curious perspective and acknowledging setbacks as integral parts of the journey, one can navigate the ever-changing professional landscape with a mindset focused on continuous improvement and long-term success.

Q. What does great customer experience look like to you?

A. To me, exceptional customer experience in the context of cloud telephony and contact centres involves seamless integration of technology and human touch. It’s about providing customers with effortless, personalised interactions that transcend the limitations of traditional communication channels. In the realm of cloud telephony, great customer experience means leveraging cutting-edge solutions to ensure consistent, reliable, and scalable communication. It involves intuitive interfaces, quick issue resolution, and the ability to adapt to customer preferences.

Moreover, a great customer experience in contact centres revolves around empowered agents armed with the right tools and information. It’s about minimising wait times, understanding customer needs proactively, and delivering solutions with an empathetic human touch.

Q. What emerging trends in customer experience are really making waves at the moment?

A. The current landscape of customer experience is undergoing a transformative shift with several emerging trends. The integration of AI and self-service solutions is revolutionising how customers engage, providing quick and efficient responses to inquiries. This dovetails seamlessly with the trend towards personalised experiences, where advanced technologies like cloud telephony enable tailored interactions, meeting individual preferences. Concurrently, real-time analytics plays a pivotal role, offering insights that empower businesses to adapt and enhance customer journeys on the fly. These trends collectively represent a dynamic evolution in how businesses approach customer experience. To delve deeper into these transformative trends, feel free to read our comprehensive article [link].

Q. Finally, what would be your prediction/s for the industry in 2024 and beyond?

A. In the coming years, I anticipate the customer experience industry to be defined by hyper-personalisation, driven by advancements in AI and the evolution of more sophisticated Contact Centres. Offerings like RingCentral’s RingCX are poised to lead the way in redefining customer engagement through innovative technologies. Additionally, there will be a notable shift towards environmentally conscious practices, with cloud technology playing a pivotal role in fostering sustainability. As the industry adapts, we can expect a growing inclination towards implementing cloud solutions as businesses prioritise efficiency, flexibility, and eco-friendly initiatives for a more customer-focused and sustainable future.

To find out more about AllThingsCX, and to find out how they can help customer experience in your business, visit their website here.