Verizon on the New CX Equation: AI + Agent Experience = Loyalty

The Gist

• Agents at the center of change. Alicia Gee explains how AI is reshaping the agent experience — from smarter coaching and real-time training to unified data views that make empathy scalable.
• Automation with a conscience. Even as automation grows, Gee says the best CX leaders design “purposeful interactions” that respect human limits and customer emotion.
• Predictive CX on the horizon. The next wave, she adds, is proactive — using virtual agents and AI copilots to anticipate needs before customers reach out.

What does the future of customer experience look like when technology finally catches up to its promise? In this episode of Beyond the Call, we sit down with Alicia Gee, senior director of Verizon Global Consulting, Solution and Design Services, for a candid conversation on the evolving balance between AI and human connection.

We discuss agent empowerment, new CX metrics, and how empathy remains the ultimate differentiator — even in an AI-first world.

Editor's note: This transcript has been edited for brevity and clarity.

Dom Nicastro, CMSWire: Hey everybody, Dom Nicastro here, editor in chief of CMSWire.com, here for another edition of our CMSWireTV show, Beyond the Call. And today, a very special guest — once again, we’re going with Alicia, like the letter G. I got the last name right. I literally wrote “Alicia, like the letter” in my notes. How cool am I? Pretty good strategy.

You are the Senior Director of Verizon Global Consulting, Solution and Design Services. So how’s it going?

Alicia Gee: It’s going great. Thank you so much for having me here today — and you got the last name right.

Dom Nicastro, CMSWire: I had to! I mean, literally, right in my notes — “say it like the letter.” All right, that’s out of the way. Before we get into this great high-level talk about what’s on the minds of CX leaders you talk to day after day — and we’re going to play off a wonderful in-depth report that Verizon put out — I’d love to get your background first. From what I can tell, you came into the CX game with a strong IT background, which I think is super cool.

Table of Contents

• A Career Built in the Contact Center
• Exploring Verizon’s AI in CX Report
• Customer Feedback and Human Connection
• Improving Agent Experience Through AI
• Balancing Automation and Human Connection
• The State of Personalization and AI
• Future CX Investments and Predictions

A Career Built in the Contact Center

Alicia Gee: Yes, you’re absolutely right. I like to say I was born and raised in the contact center and have lived all things CX. Straight out of college, I went into a disease management contact center, supporting from the back end — the technology side. I was an engineer, I was an administrator, and I kind of rose through the ranks, learning the ins and outs of the business. I’ve seen the industry change pretty significantly over the last 20 years.

More recently, my roles have focused on leadership strategy, development, and execution. I now lead a consulting team that’s all about CX. I’ve worked in and supported the contact center, helping customers and interactions day in and day out — enabling the technology that makes it all possible. I’ve also sat with business leaders, really trying to understand how their organizations are changing and how we can help drive the results they’re after.

Exploring Verizon’s AI in CX Report

Dom Nicastro, CMSWire: You’re right in the middle — tech and business. You can do it all! That’s great. And like I promised, I wanted to play off this Verizon report. The report title is AI in CX: Cracking the Code — that’s the title, right? Fresh report this year, 2025?

Alicia Gee: You got it.

Dom Nicastro, CMSWire: I just want to give you the opportunity to talk about the report — the methodology, who you went after, who you talked to — and then we’ll get into the key findings.

Alicia Gee: Perfect. Verizon partners with the Financial Times to conduct research-based findings on all things CX. We interviewed about 5,000 consumers along with 500 executives across all industries and six countries. The primary focus was on the challenges and how businesses and consumers are thinking about them.

The beauty of the report is that it gives two perspectives: what consumers want when they interact with brands, and what executives desire — and how they’re challenged by some of the technology available today. It’s great insight and really affirms what we see with our customers every day in the consulting space. Having the research behind it strengthens where we apply energy and focus, and how we formulate our strategies to help customers.

Dom Nicastro, CMSWire: Yeah, we’re trying to crack — as the title says — that code on where the tangible results have been with the infusion of AI into the customer experience world. One of the top takeaways your team highlighted is that 33% of brands are looking to develop entirely new metrics to measure AI’s impact on CX. So is it like, “Forget CSAT, forget customer effort score, throw it out the window — we’re doing new metrics because of AI”? Or is it something a little different?

Related Article: The Hard Truth About Human-Like AI Conversations

Redefining Metrics for AI-Driven CX

Alicia Gee: It’s a little different. Most organizations are ultimately driving loyalty and retention of their customers. What’s shifting is that CX is now being used as a differentiator — trying to create an emotional connection and loyalty with the customer. In the past, a lot of metrics were built around retaining customers who had to come back — maybe because of an essential service or simply because they had no choice.

The shift we’ve made — not only at Verizon but across the industry — is strengthening the loyalty and desire to do business because you’re creating a different experience. You’re meeting customers where they are and being proactive. That’s where we’re seeing metrics start to change.

When you think about AI, what you’re really trying to determine as a business leader is whether the investment you’re making is returning the value you expect — whether that’s in loyalty or satisfaction. We’re seeing organizations start to measure AI-enabled features — for employees or customers — by their effectiveness. How effective are we at solving an issue with AI compared to a human? The beauty of new technology is that you can do A/B testing quickly — move traffic between interaction types and see results fast, then scale what works best.

Comparing Traditional and AI-Driven CX Metrics

Note: The table below contrasts conventional contact center metrics with emerging AI-enabled measures that reflect today’s customer experience priorities.

Customer Feedback and Human Connection

Dom Nicastro, CMSWire: One of the report’s findings was that customer feedback is huge in this arena — it’s a top priority for improving the use of AI. That was the number one answer: 49% of organizations said improving customer feedback mechanisms on AI use was their top goal. Was that surprising to you, or right in line with what you’re hearing?

Alicia Gee: That’s pretty much in line with what we’re hearing. There are a lot of people using the word “AI,” but the reality is we’ve all been using technology to help automate things for a long time. The real change we’re seeing in the market is the ability to use generative AI and large language models to truly create a different experience. But not every customer wants that. Another large finding in the report is that there’s still a strong desire for human connection.

Being able to give feedback as a consumer on how you’re experiencing AI is critical to ensure you’re designing it the right way. We like to think in terms of personas — you might have five, you might have many. As you design customer interactions, make sure you have those personas in mind. If you know the preference based on feedback, allow them to choose how they engage — whether it’s through a certain channel or the level of automation. Just like us, customers vary widely. I love the ability to use self-service and not have to talk to someone, whereas someone else might really value that human connection. Capturing and implementing that feedback is critical.

Dom Nicastro, CMSWire: Personas are huge. We have ongoing side projects that use AI to figure out who we’re talking to. CMSWire has been around since 2003 — imagine taking all of our content and trying to identify our top five audiences and what they care about. We could never do that manually. I used to do persona interviews, which I still think are important — getting on the horn with someone. These conversations with experts like you are kind of our persona interviews now. So are you seeing AI as a way to scale this type of persona research in the industry?

Using AI to Deepen Persona Insights

Alicia Gee: Absolutely. The challenge you just referenced is having so much data that it’s hard to slice it in a meaningful way. Now, we can apply models that determine those insights for us. Often, we go in with preconceived ideas about what we’ll find, and the way we look for data can reinforce those — that’s confirmation bias. By applying data models, we can extract true, unbiased opinions from consumers. That can reveal things you didn’t expect, which you may then need to explore more deeply through interviews or by bringing customers in to get the voice of the customer.

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Dom Nicastro, CMSWire: Exactly. We do the same with our advisory board — we use insights like that for validation or challenge. You can push back on AI findings, and that’s healthy. We’ve even worked with an outside partner to improve AI searchability. Most of that work started as raw data and statistics, but as a journalist, I want to humanize it. I want to ask people, “Do these numbers make sense to you?” That’s where the human in the loop comes in.

Alicia Gee: Yes, absolutely. The human in the loop is key. What we’re finding is that while customers still want human connection, applying it in the right place is essential to truly unlocking value. That’s true for agents and employees as well.

I lead a practice focused on consulting and solution design for what we call a “connected experience.” It’s about connecting how your customer interacts with your brand all the way back to your employees and their experience. To have a truly connected experience, you need to align touchpoints across the customer journey with the enabling technology that supports it. Because if you have an upset employee who can’t do their work effectively, that doesn’t serve the customer. It’s all part of the same continuum.

Related Article: What Is Customer Journey Analytics Software?

Improving Agent Experience Through AI

Dom Nicastro, CMSWire: Exactly. Agent experience can’t just be a buzzword — it has to be front and center. We go to industry conferences, and agent experience is always top of mind for CX leaders. I actually asked a vendor CEO earlier this year, “What are we going to do to make this job better?” Contact center turnover is still high, and I don’t think AI alone has changed that. Retention’s still tough, and it’s costly. So what can we do to make an agent’s life better and keep them happy in their jobs? Can AI help us get there?

Alicia Gee: I think the ability for technology to finally deliver on the promise we’ve talked about for years is now far more possible — especially for agents. What we’re seeing is the importance of enabling agents through better access to data. If you’ve ever spent time in a contact center, you know agents often juggle 10 or 15 applications at once. It’s amazing they’re able to do the work they do.

Creating a Unified View for Agents

There are all these different, disparate backend systems — all critical information — and I think the ability to create a single pane of glass that feeds agents the right information is huge. Whether it’s from a prior self-service interaction or customer data pulled from multiple systems, the goal is to bring that forward into a unified workflow and easily accessible knowledge base. That’s a massive step forward.

Dom Nicastro, CMSWire: Absolutely. In that same discussion, I asked what agents complain about most, and the number one thing I heard — anecdotally and through data — was the need for better, more complete, and more contextual information about who they’re talking to.

Alicia Gee: Yes, absolutely.

Enhancing Coaching and Quality Assurance

Dom Nicastro, CMSWire: Many agents still don’t feel they have the information in front of them to make well-informed decisions. I’m surprised that’s still a problem, but you just kind of laid it out a little bit — we’re still seeing that issue, right?

Alicia Gee: It’s definitely getting better. Another key area is coaching and quality assurance. In the past, many quality teams relied on manual reviews or word spotting and sentiment analysis. The ability to do automated quality assurance is now a game changer for many organizations. On top of that, giving agents the ability to simulate training with a real customer — for example, practicing with an angry or challenging customer — provides a safe, secure environment to role-play with virtual trainers. It helps them flex their skills and immediately receive feedback on what could be improved. That’s real value, because at the end of the day, agents want to do a great job and serve the customer well.

Rethinking Performance Metrics and Training

Dom Nicastro, CMSWire: Yeah, and if you go to Reddit, you’ll find that agents complain a lot about the metrics they’re measured on. Having proactive training and managers who genuinely care about how they’re doing — that’s a collaboration. Instead of, “Here’s our weekly call; your average handle time stunk this week. Why?” There are so many nuances behind that number that proactive coaching could have addressed.

Alicia Gee: Ha! Yes, there’s always the Dom effect. But in all seriousness, as organizations automate the low-hanging fruit, what’s left are much more complex interactions that require empathy. Helping agents access information quickly is key, as is giving them a place to fine-tune their craft. These are fast-paced environments — agents might have a few easy calls followed by a highly emotional one. As more simple interactions get automated, they’re left with those complex, back-to-back calls. So we need to be mindful of the emotional load and give agents mental breaks while equipping them with the tools they need to deliver human connection — that’s what we do best.

Designing Purposeful Interactions

Dom Nicastro, CMSWire: I thought a brilliant move in that arena came from one of the top insurance agencies in the country. Their CX leader told us they created a special team for cancer-related calls — highly empathetic agents who approach each case with the utmost sensitivity. I thought that was brilliant. It empowers agents to say, “I’m on this team because I care about helping people.” It also recognizes that not everyone can handle complex call after complex call — and that’s okay.

Alicia Gee: Exactly. It’s the mental load we don’t always consider. When designing interactions, we should be creating purposeful experiences that take the agent’s well-being into account just as much as the customer’s.

Related Article: The Future of Customer Experience Metrics: Moving Beyond NPS

Balancing Automation and Human Connection

Dom Nicastro, CMSWire: That was one big finding — and see how much we can talk about just one? Finding number two was about automation frustration. No surprise here, but maybe a little low: 47% of consumers said their top frustration with automated interactions is the inability to access a human agent. I thought that number would be more like 90%. What do you think?

Alicia Gee: We’re seeing preferences change. More people are comfortable using automation for straightforward interactions that don’t require secure information. But there’s still a large population that values human connection. Often, these are situations that involve authentication or sensitive data — people aren’t as comfortable sharing that with an AI agent but would be with a person. So organizations are starting to design more strategic, security-conscious interactions while still considering personal preference.

Transparency Builds Trust

Alicia Gee: Another key is letting the customer know when they’re engaging with automation versus a human. Some people feel duped when they realize they’ve been chatting with a bot for a minute before being handed off to an agent. It doesn’t feel good. This goes back to understanding personas and the human element — people have preconceived notions about what they’re sharing, and clarity helps build trust.

Dom Nicastro, CMSWire: Right. People want that transparency. I think it’s a huge advantage to have an actual agent available. Some brands still offer email-only customer service — and when I see that, I lose it. I want a refund now, not in six business days. I want to talk to someone while it’s fresh, before I forget about it or move on.

Addressing Core Customer Frustrations

Dom Nicastro, CMSWire: The report also listed other top frustrations: limited options to customize a product or service, slow response in interactive conversations, awkward or unnatural language in chat or voice interactions, and losing information that must be repeated. These are the tried-and-true frustrations we’ve heard about for years — and they still matter.

Alicia Gee: Yes, absolutely.

Reducing Friction and Repetition

Dom Nicastro, CMSWire: What did this particular set of findings tell you overall? Any glaring surprises there?

Alicia Gee: It’s surprising that, at this point, customers still have to repeat information they’ve already provided to automation once they reach an agent. There are advanced tools that can pass that data directly to the agent, enabling a smoother, more positive experience. When I see that breakdown, I cringe — both as a professional and as a consumer. Some organizations have a strategy focused on deflection, wanting to minimize human contact. That’s a business choice, but it’s important to consider whether it benefits customers or detracts from loyalty. People can switch brands instantly — a Google search away — so taking feedback seriously is essential.

Navigating Privacy and Personalization

Dom Nicastro, CMSWire: Another key finding: 65% of brands say data privacy rules limit their ability to use AI to enhance personalization. Obviously, industries like banking or healthcare can’t just feed in sensitive customer data. What resonated for you there?

Alicia Gee: This is one of the biggest concerns for both executives and consumers. Sometimes it’s due to the absence of regulation; other times it’s overly strict or unclear regulation. At Verizon, we bring in experts — from both government and commercial sectors — to help organizations decode these complexities. Often, you can use the data if it’s anonymized or protected by secure checkpoints. We work closely with compliance teams to define the right strategy and safeguards. Understanding industry regulations upfront helps us knock down barriers — and most of the time, we can find a compliant way forward.

The State of Personalization and AI

Dom Nicastro, CMSWire: The report also says AI hasn’t transformed personalization yet — only 8% say it’s significantly improved it, while 10% say it’s made it worse. You still see that brand-versus-consumer disconnect, right?

Alicia Gee: Exactly. Many brands still rely on traditional IVRs — preset menus that can frustrate users. The real transformation comes when organizations understand intent and guide customers quickly and efficiently. That takes deep knowledge of the customer journey. Our consulting team helps organizations define their goals, map outcomes, and identify enabling technologies to get there — often starting with understanding their data and its limitations. When you align all of that, you can move from a legacy IVR to a truly conversational AI experience.

Equal Investment in AI and Human CX

Dom Nicastro, CMSWire: Another interesting data point: 44% of brands say they’re investing equally in AI-driven and human-driven CX improvements. That feels like a major shift — almost half of brands are ready to double down on AI.

Alicia Gee: That’s a big number, and it reflects real value creation from applying AI across both automation and human support. Whether it’s cost reduction or revenue growth, every CXO or CIO should have an AI strategy in play. And this isn’t just about the contact center. CX happens across the organization — in finance, IT, and the revenue cycle. Everyone needs to understand their part in the full journey. We’re also seeing more proactive strategies — predicting and preventing customer issues before they happen. Anticipating needs and equipping agents with the right tools to deliver meaningful experiences is where much of today’s CX investment is going.

Industries Leaning Into AI

Dom Nicastro, CMSWire: Some organizations, according to your report, are all-in on AI — about 7% of their CX spending is fully AI-driven. That’s small, but significant. What’s your take?

Alicia Gee: They’re definitely leaning in. It depends on the business. In high-tech industries, where customers are comfortable with digital interactions, you’ll see stronger AI adoption. Other industries serve diverse customer bases and need blended strategies. The beauty of AI is that it lets you surgically tailor the experience — meeting each customer where they are and driving mutual benefit for the brand and the customer.

Future CX Investments and Predictions

Dom Nicastro, CMSWire: The report breaks down where brands plan to invest in CX-related AI. The top areas are handling customer complaints about AI chatbot quality and understanding AI prompts in interactions, followed by managing data privacy concerns. At the bottom — only 23% — is querying AI models. Where do you think the biggest investment will be a year from now?

Alicia Gee: Things move fast, but I believe virtual agents will see the biggest investment. These models can help contain and resolve issues efficiently while learning and improving over time. That’s where organizations will gain the most value. Beyond that, understanding where human connection truly adds value — and empowering agents with AI copilots or assistants — will also be transformational when applied correctly.

Related Article: The End of Scoreboard CX: Why Customer Experience Needs Movement, Not Metrics

Top CX Investment Areas Identified in Verizon’s AI in CX Report

Note: These data points reflect where surveyed organizations plan to focus their AI investments over the next year.

Starting With Strategy and Alignment

Dom Nicastro, CMSWire: That predictive angle is huge — tons of opportunity there. I feel like we’ve covered so much great ground. Anything you’d add — maybe a final takeaway from the report or your experience?

Alicia Gee: From our vantage point as consultants, we see the full range of challenges organizations face — how AI is reshaping their operations and strategies. We combine research insights with real-world interactions to bring perspective that challenges internal thinking. For any organization exploring AI, start with your strategy. Get alignment around your goals and ensure your culture prioritizes customer experience. Build a roadmap, assess where you are in your transformation, and know where you need support — whether it’s from your internal team or partners like Verizon. And definitely review the CX Insights Report — it’s full of unvarnished responses that validate strategies and spark new ideas. 

Dom Nicastro, CMSWire: Believe her, folks — she’s an IT person advocating for CX, so you know she’s for real. Alicia Gee of Verizon Global Consulting, Solution and Design Services — we appreciate you sharing your insights on Beyond the Call from CMSWire TV. We really enjoyed the conversation.

Alicia Gee: Thank you so much for having me. I appreciate it.

Dom Nicastro, CMSWire: Bye now.