Redesigning customer experience through AI: A communication-centered approach in telecoms and tech-driven industries

Chibogwu Igwe-Nmaju 1, *, Christianah Gbaja 2 and Chioma Onyinye Ikeh 3

1 Department of Communication, Bowie State University, USA.
2 Cybersecurity, Texas Southern University, USA.
3 Independent Researcher, Product Development and Strategic Marketing, UK.
 
Review
International Journal of Science and Research Archive, 2023, 10(02), 1367–1388.
Article DOI: 10.30574/ijsra.2023.10.2.1042
Publication history: 
Received on 02 November 2023; revised on 19 December 2023; accepted on 27 December 2023
 
Abstract: 
In a rapidly evolving digital landscape, customer experience (CX) has become a decisive factor in competitive differentiation for telecom and tech-driven industries. This paper examines how artificial intelligence (AI) is reshaping CX by enabling real-time responsiveness, intelligent personalization, and operational efficiency. Beyond technological adoption, the study highlights the communication-centered approach necessary for sustaining customer trust, emotional connection, and brand coherence in human-machine interactions. Focusing on AI tools such as chatbots, voice assistants, predictive analytics, and conversational interfaces, the research analyzes how companies craft seamless, empathetic communication pathways across digital touchpoints. It explores how organizations balance automation and human oversight to avoid dehumanization, communication gaps, and frustration among users. Through case studies from leading telecom providers and tech firms, the paper investigates how AI-infused customer support systems align with service values and enhance customer loyalty. Moreover, the article delves into the role of strategic communication teams in scripting bot dialogues, calibrating tone, and ensuring consistent brand messaging across AI channels. It emphasizes the critical importance of feedback loops, adaptive learning from customer interactions, and ethical considerations in data usage. By integrating communication theory with CX design, the study offers a framework for AI implementation that preserves customer intimacy, responsiveness, and authenticity. It concludes with strategic recommendations for deploying AI technologies that not only optimize performance but also reinforce customer trust, especially in industries where technical issues, service outages, and privacy concerns can erode brand equity if not managed communicatively.
 
Keywords: 
AI In Customer Experience; Telecom Innovation; Communication Strategy; Conversational AI; Digital Trust; Service Personalization.
 
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0