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NewsJourney Orchestration47m · 15:01 GMT · 4 min read
AI Can Spot the Signal. Can It Deliver the Promise?
Customer engagement AI can now identify intent, choose a next step, and personalize a response in real time. This week’s news from ServiceNow, Coforge, Pacsun, and Orange France shows the harder test is whether the business can follow through when the customer acts.
Despite all of the tools and solutions available to customer engagement teams to spot the ideal moment to step in, acting on these signals is still a consistent issue.
Indeed, that pain point sat behind much of this week’s customer engagement news.
Vendors are keen to show that their AI agents can make faster decisions.
Enterprises, meanwhile, still have to connect those decisions to service teams, inventory, fulfillment, and the systems that determine whether a customer gets what they were promised.
As Bill McDermott, Chairman and CEO of ServiceNow, put it:
“The old CRM was built for sales teams. The new one has to work across your entire business.”
Editor’s Pick: ServiceNow Wants CRM to Reach Beyond Sales
ServiceNow’s latest earnings call offered a clearer view of its customer engagement ambitions.
Throughout the call, the vendor built the case that its platform can connect customer service, CRM, marketing, and back-office work, with AI agents carrying tasks between them, with McDermott describing conversational voice AI as “the next big leap in connecting the front office to the entire enterprise.”
There are early customer examples to support the claim. Germany’s professional soccer league has consolidated fan services from seven digital channels into a single ServiceNow platform, with the company reporting that 89% of inquiries are resolved at first contact.
Nestlé is also progressively deploying agentic marketing operations across 60 countries.
Those examples move the discussion beyond another AI assistant that can draft a response. ServiceNow wants the agent to access customer context, complete work across systems, and bring in a human when the situation calls for it.
That is a big ambition. Yet the more ServiceNow stretches from internal workflows into customer-facing engagement, the more it will be judged against specialist CRM, contact center, and journey orchestration platforms.
Coforge Connects Decisioning With Digital Execution
Coforge has launched BridgeCX, a customer engagement solution built on Pega Customer Decision Hub and integrated with Mastercard Dynamic Yield.
BridgeCX aims to connect Pega’s decisioning engine with Dynamic Yield’s real-time experience delivery. In theory, it should allow a business to use customer signals to decide what happens next, then alter the experience as the customer is still in it.
In discussing the news, Rob Walker, General Manager of 1:1 Customer Engagement at Pega, said:
