Fran Brzyski | Source | CEO at Hark

Fran emphasizes focusing on VoC metrics that align with business outcomes, like conversion rates. He advocates for actionable insights, balancing AI with human interaction, and aligning customer and employee experiences. Fran says, "When customers feel heard, they're more likely to engage meaningfully," leading to better data quality and growth.

Fran notes that while AI chatbots excel in transactional tasks, they struggle with emotional connections, limiting trust. In five years, AI will handle routine inquiries, but human agents will remain crucial for complex issues. Fran emphasizes, "It's not just about solving the problem, it's about making customers feel like someone genuinely cares about solving it."

Fran highlights the link between Customer and Employee Experience. "Empowered agents enhance customer loyalty." AI handles routine queries, freeing agents for complex issues. Balancing efficiency with personal interaction is crucial. Key metrics include workload feasibility and CSAT ratings, with frontline feedback being vital for continuous improvement.