This playbook introduces agentic service as the next evolution- where AI, people, processes, and knowledge work together to drive real resolutions, not just interactions. It shows how growing organizations can move from activity-based service to outcome-based strategies that improve customer satisfaction while scaling efficiently.

Positioned as a practical guide, the playbook walks teams through assessing their current state, designing a future experience, and building a roadmap to scale. The campaign aims to equip leaders with a clear framework to turn AI into tangible business impact- better resolutions, stronger loyalty, and more efficient operations.

In the wake of the pandemic, organisations have been re-thinking their customer strategies to deliver exceptional customer experience (CX) while coping with the day-to-day operational issues. Contact centres in Asia Pacific were also impacted by the disruption in offshore delivery, resulting in a rise of onshore outsourcing.

Despite these challenges, organisations have demonstrated great resilience by experimenting with various models of customer engagement.

This Webex by Cisco-commissioned whitepaper presents the key trends impacting contact centres in Asia Pacific and the implications for CX decision makers as they plan their organisations’ customer strategy for 2021 and beyond.