*This post was created with a self-made CustomGPT based on Sophie’s latest YouTube video. You can find the link to the video at the end of this article.
In the latest episode of Sophie’s Next AI Talk, Nils Hafner was once again a guest. The Professor of Customer Management at Lucerne University of Applied Sciences and Arts and co-editor of the CX Trend Radar spoke about the latest developments in customer management, particularly in the field of artificial intelligence.
What is the CX Trend Radar?
The CX Trend Radar is an annual analysis of the most important developments in customer management. Nils Hafner and his colleague Harald Henn have compiled this report based on research projects, specialist articles, lectures and real project experience. The report is distributed to around 10,000 professionals and provides well-founded insights into current and upcoming trends.
The role of AI in customer management
Artificial intelligence is currently the dominant topic in the industry. However, Hafner warns against viewing AI as the sole panacea. Although the technology is powerful, methodology and strategy are just as crucial. The Pareto principle is particularly interesting in this context: 80% of all customer inquiries can be solved by AI, but the remaining 20% require human expertise. This is where the work in customer management becomes exciting and challenging.
Agentic AI: The next step in automation
One particularly exciting topic that Hafner addressed in the discussion was Agentic AI. These are AI systems that not only generate information, but can also act independently. While traditional AI was mainly used for text and speech processing, modern systems can also take on proactive tasks using agentic AI. This is reminiscent of robotic process automation (RPA), but goes far beyond this, as the rules and processes no longer have to be programmed manually, but are learned by the AI itself.
Why employees are becoming more important despite AI
One of the key findings of the CX Trend Radar is that companies are finally adopting a strategic approach to customer management. The focus is not only on technologies, but above all on the people who operate them. According to Hafner, many companies are faced with the challenge of developing their employees in a targeted manner instead of replacing them with automation.
Many companies are running numerous AI pilot projects in parallel, but these are often not well coordinated. One example: A large health insurance company had 21 different customer management projects running – with considerable overlaps. A clear strategy and governance are therefore essential to ensure the meaningful integration of AI into work processes.
Best practices: What companies are already implementing successfully
The CX Trend Radar also analyzes best practices. One company that currently serves as a role model is MediaMarkt Saturn. The company focuses heavily on the customer experience (CX) and pursues a strategy in which customers receive the best possible advice and a hybrid shopping experience. Not only is the online business being optimized, but the stationary shopping experience is also being further developed. Through targeted service design and the use of CX measurement systems, MediaMarkt can implement specific improvements.
Another example of success is the reduction of software complexity in the workplace. Hafner reports on a credit card company whose service staff had to work with 26 different systems. Sophisticated AI-supported integration can minimize such inefficiencies and significantly improve day-to-day work.
Conclusion: CX strategy and training are crucial
The CX Trend Radar 2025 clearly shows that companies need to further develop their customer management strategies in order to remain successful in the digital world. This is not just about introducing new technologies, but above all about governance, employee training and a clear strategic direction.
Any further questions?
Do you have any questions? I will be happy to support you, act as a sparring partner and answer your questions. I am always happy to receive your messages, preferably by WhatsApp message or e-mail.
