CCA Leaders' Summit, hosted at the NatWest Gogarburn Conference Centre in Edinburgh on 22nd February 2024, brought together over 150 senior executives to delve into the theme, 'The future of AI is human.' This pivotal event aimed to navigate the delicate balance between effective AI and automation alongside expert human support, pushing boundaries and encouraging new perspectives.

A stellar lineup of keynote speakers, including Catherine Meldon (NatWest), Corinne Ripoche (Capita Experience), Chris Fitch, PhD, FRSPH (Money Advice Trust), and Jeremie K Brecheisen (Gallup), delivered exceptional presentations that sparked insightful discussions. Expert panellists, including Tammy Martin (NatWest), Richard Bassett (Nice), Mark Walton (Noon Dalton), Ed Swain (Oracle), Simon Beck, Matthew Addison (Smartnumbers), Jonathan Myers (Uniphore), and James Adamczuk (Zoom), openly shared diverse perspectives on the future of service and customer experience.

Key discussions during the event touched on critical topics such as Martin Lewis' criticism of poor customer service, the challenges posed by the pandemic, the role of customer service in the boardroom DNA, and the ethical considerations in customer interactions.

The Summit also delved into CCA's latest research programme, focusing on 'real voices' across the network, addressing challenges and opportunities in customer service. The risk of fixating on new technologies like generative AI and the impact of FCA's guidance on consumer duty were other focal points.

As a call to action, CCA encouraged attendees to consider the seamless integration of human touch and automation in elevating customer service. The event provided a platform for exploring the evolving role of technology and emphasised the intricate balance required for exceptional customer experiences.

Considerations on the purpose and outcomes of automation focusing on meeting the needs of vulnerable customers was a topic for debate as well as data-driven decision-making and its role in creating cohesion between human and automated.

Looking forward, the agenda set during this Summit will be developed throughout the year, with the next Leaders' Summit scheduled for 12th June 2024 at Capita Experience's HQ in London. The discussions initiated during this event promise to shape the future of customer service, leveraging insights from both technology and human perspectives.

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