Smart Agents, Smarter Listening: Why Experience Still Leads the Way

Every great experience starts with listening. But the real magic happens when teams act on what they hear. This month’s issue explores how top brands and researchers are rethinking feedback, AI, and what it means to truly serve the customer. Whether it's a new guest at KFC or a virtual agent learning to adapt, one thing stays the same—experience is everything, and it starts with understanding.

KFC Serves More Than Chicken: They’re Serving Real Feedback

By Daphne Howland, Customer Experience Dive

Daphne Howland highlights how KFC has reimagined its customer feedback model to create more personalized, responsive service at scale. Using Qualtrics, the global fast-food chain developed its first standardized customer experience (CX) framework across 30,000+ locations. The program targets first-time guest satisfaction as a core measure of future loyalty. KFC isn’t just capturing scores—they’re embedding customer insights into how every team operates, from kitchen to corporate.

Key Takeaways:

• KFC launched its first global CX framework using Qualtrics.
  
  
• “First-time guest satisfaction” is now a key metric for success.
  
  
• Feedback insights are actively shared across departments.
  
  
• Corporate strategy guides CX globally, with local teams tailoring action.
  
  
• The focus is on using feedback, not just collecting it.
  
  

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Omnichannel, All Over Again: Agentic AI Misunderstood

By Charlie Mitchell, CX Today

Charlie Mitchell takes a close look at the growing buzz around "agentic AI" and how many customer service teams are misusing it. While these agents are smarter than ever, many companies are still plugging them into outdated workflows. That’s a mistake. The article underscores the need for rethinking internal systems before layering on AI, especially when delivering omnichannel support. Without strong process orchestration behind the scenes, even the best AI can feel clumsy.

Key Takeaways:

• “Agentic AI” is often misunderstood as a full automation fix.
  
  
• Most contact centers still rely on disconnected legacy systems.
  
  
• Omnichannel success requires strong internal orchestration.
  
  
• AI should enhance—not replace—human support.
  
  
• Tech must align with experience-first thinking to work well.
  
  

👉 Read the full article

Don’t Blame the Agentic Agent

By Sheila McGee-Smith, No Jitter

Sheila McGee-Smith defends AI agents from misplaced blame when CX fails. She argues that poor results often stem from how these tools are deployed—not their capabilities. In many cases, organizations haven't adjusted their strategies to match the capabilities of new AI systems. Good outcomes demand better integration, clearer goals, and human-AI collaboration. A smart agent isn’t magic—it needs the right environment to succeed.

Key Takeaways:

• AI agents aren’t the problem—bad systems are.
  
  
• Human agents need AI support, not competition.
  
  
• Clear use cases and training improve performance.
  
  
• AI works best with data-rich, goal-aligned environments.
  
  
• Experience design should lead the tech, not follow it.
  
  

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Training Smarter Agents with RAGEN

By Sharon Goldman, VentureBeat

Sharon Goldman explores RAGEN, a breakthrough training method for AI agents developed by researchers from DeepSeekers and top universities. Unlike traditional training models, RAGEN teaches agents to make decisions through structured reasoning and trial-and-error in dynamic environments. This approach produces more adaptable AI—critical for contact centers and other high-touch customer experience use cases. It’s not just about knowledge, but how agents learn and apply it over time.

Key Takeaways:

• RAGEN uses reasoning-based training to improve AI reliability.
  
  
• Agents learn from environments, not just pre-fed data.
  
  
• The method supports flexible decision-making in complex settings.
  
  
• RAGEN could enhance AI’s role in customer experience contexts.
  
  
• It’s a step toward more trusted, human-like virtual support.
  
  

👉 Read the full article

Announcements

We’re thrilled to announce that the Horizons Summit is returning for its third year! Save the date—November 12–14 at the JW Marriott Orlando, Grande Lakes—for three unforgettable days of bold ideas, transformative insights, and meaningful connections. Stay tuned for more updates—we can’t wait to see you there!

About CX Horizons

CX Horizons is a free publication from Farlinium, created to share insights and strategies for elevating customer experiences.

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