From Service to Growth: Reimagining Global Customer Experience in the AI Agent Era
Updated: 4 days ago
As generative AI and AI Agent technologies move rapidly into the heart of enterprise operations, global competition is expanding beyond products and channels to customer experience and service capabilities.
For companies expanding globally, the ability to connect with customers worldwide, improve service efficiency, and deliver experiences that are both consistent and locally relevant is becoming increasingly critical to sustainable growth.
On September 5, the 2026 AI Applications for Global Expansion & Growth Summit ( 2026 出海 AI 应用与全球增长高峰论坛) was successfully held in Changsha, Hunan.
As a co-organizer, Bricom joined industry discussions and shared insights on how customer experience and service models are evolving in the age of AI Agents. Drawing on real-world global expansion scenarios, the discussion explored how system integration, workflow transformation, and AI applications can help enterprises build stronger global service capabilities.
🔼 Event photos
01
AI Won’t Replace Customer Service. It Will Redefine Its Value.
Customer service is emerging as one of the first enterprise functions where AI is being deployed at scale.
For companies expanding globally, however, the more important question is not whether AI can replace human agents, but rather:
Which interactions should AI handle—and where does human expertise create the most value?
Based on customer interaction patterns across industries, enterprise service requests can broadly be grouped into three categories:
47% Issue-related interactions: refunds, returns, and exceptions.
28% Low-value interactions: inquiries, information, and updates.
25% High-value interactions: sales, retenion, and upsell.
A significant share of contact center resources is still spent handling standardized and repetitive requests.
The real value of AI is not simply replacing human agents. It is redistributing service resources more intelligently—allowing AI to handle a high volume of routine inquiries and standardized tasks, while human agents focus on complex cases, customer relationships, and revenue-generating interactions.
As a result, the role of the customer service agent is evolving from simply responding to requests to becoming a more strategic driver of customer engagement and value.
02
From Automated Replies to Resolving Customer Needs
As enterprises move from the digital era into the age of AI Agents, the way customer service is delivered is evolving once again.
Traditional chatbots are primarily designed for simple question-and-answer interactions. AI Agents go further, with the ability to understand intent, access knowledge, connect with business systems, and take action.
For enterprises, the value of AI-powered customer service should go beyond answering questions. The goal is to actually resolve customer needs.
Achieving this requires transformation across three key areas:
1. Connect systems so AI can take action
Integrate with business systems such as order management and CRM
Support multilingual, omnichannel customer service
Automate standardized tasks such as information lookup, order changes, and refunds
Move beyond “providing information” to “accessing systems and completing tasks”
2. Redesign workflows for more effective human-AI collaboration
Combine AI Agents and Copilots to reduce repetitive work such as information retrieval and response generation
Let AI handle standardized tasks while human agents focus on complex cases and high-value customer needs
Shift service teams from simply “executing tasks” to actively managing and improving the customer experience
3. Scale globally while balancing intelligence and compliance
Adapt to data, privacy, and operational requirements across different markets
Build stable and controlled technology architectures that balance service efficiency with regulatory compliance
From system integration to workflow transformation and global operations, AI is evolving from a service tool into a core capability within the enterprise customer experience ecosystem.
03
Turn Global Customer Experience into a Long-Term Business Asset
Customer service has traditionally been viewed as a necessary cost center.
But as AI takes over repetitive work, the role and value of customer service are being redefined.
Once systems are connected, agents spend less time searching for information. With redesigned workflows, service becomes more proactive and efficient rather than simply reactive. And with AI and human agents working together, teams can dedicate more time to customer engagement and business growth.
Customer service is evolving from a cost of doing business into critical infrastructure for connecting with customers, capturing valuable data, and driving growth.
For companies expanding globally, this shift is particularly important.
With customers spanning multiple markets, languages, and channels, customer experience can no longer be viewed as a metric owned solely by the contact center. It has become an end-to-end journey spanning marketing, sales, service, and customer operations.
Products may determine why customers choose a brand. Service determines why they stay.
Every service interaction is a brand experience. Every conversation builds brand trust.
As AI evolves from simply “answering questions” to resolving customer needs, and from isolated applications to intelligence embedded across the service journey, enterprises have an opportunity to rethink the strategic value of global customer experience.
Beijing Bridge Communication Co., Ltd (Bricom) is an AWS Partner Network (APN) Partner and a Zendesk Premier Partner. Bricom empowers enterprises in China and around the world to achieve digital transformation and continuous innovation, providing implementation capabilities for Amazon Connect and Zendesk, as well as lifecycle management services for Contact Center as a Service (CCaaS).
We offer one-stop integrated solutions for customer interaction data, effectively addressing data silo issues and facilitating the seamless deployment of AI applications for enterprises. By building a unified customer data platform, we realize omnichannel data aggregation and intelligent routing, empowering contact centers to deliver seamless service experiences and fully unlock the value of AI.
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Wechat Channel: Bricom普利康姆 |
