South Africa, Sept. 7 -- In financial services, particularly in South Africa, that raises an important question - what should a better customer experience actually enable people to do?

Five years ago, customer service and customer experience were often discussed as if they were the same thing. That distinction now feels settled. Even AI has moved on from being treated as the next big idea. It is here, organisations are using it, and the conversation has become more practical.

For years, we have built the case for CX around Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort. They are useful, but improving the score alone cannot be the end result.

The score should start the conversation

I increasingly see ...