AI Communications
Customer experience is undergoing a fundamental transformation. We’re moving from a world where customers wait in endless phone queues and repeat their stories to multiple agents, to one where AI helps resolve issues faster and more efficiently than ever before.
The question isn’t whether AI will reshape customer experience—it’s how quickly your organization can evolve to meet rising expectations. But here’s the challenge: most companies don’t know where they currently stand on this transformation journey.
The 5 stages of AI customer experience maturity
Our comprehensive research has identified five distinct stages that organizations pass through as they evolve their customer experience capabilities. Each stage represents a significant leap forward in how efficiently and effectively you can serve your customers.
Stage 1: Manual 1:1 service
“Agent-dependent processes”
If your team still relies primarily on phone and email support, with agents working from individual knowledge and customers waiting 24+ hours for responses, you’re operating in Stage 1. While personal service has its merits, this approach creates bottlenecks that frustrate both customers and agents.
Stage 2: Basic automation
“We’re using tools to work smarter.”
Organizations in Stage 2 have begun implementing basic routing systems, self-service knowledge bases, and CRM integrations. Response times have dropped to around 12 hours, and there’s better visibility into customer satisfaction metrics. It’s a solid foundation, but still reactive.
Stage 3: Conversational AI
“Our chatbots can actually help customers.”
Stage 3 marks the entry into a true AI-powered customer experience. Large language models enable intelligent conversations across multiple channels, smart routing matches customers with the right agents, and self-service rates begin climbing significantly. This is where many organizations see their first major CX breakthrough.
Stage 4: Automated intelligence
“AI predicts what customers need.”
The leap to Stage 4 is transformative. AI doesn’t just respond—it anticipates. Personalized interactions draw from rich customer history, predictive analytics drive proactive outreach, and real-time coaching helps agents perform at their best. Customer effort drops dramatically.
Stage 5: Effortless agentic AI
“Problems get solved before customers notice them.”
The ultimate destination: AI agents working seamlessly across all customer touchpoints, with human oversight focused on strategy rather than individual interactions. Preventative resolution becomes the norm, and emotional intelligence scores guide every interaction. Customer experience becomes truly effortless.
Why your current stage matters more than you think
Understanding your organization’s current maturity stage isn’t just an academic exercise—it’s strategic intelligence that shapes every CX investment decision you make.
Skipping stages now can lead to setbacks later
We’ve seen organizations try to jump from manual processes directly to advanced AI, only to create confusing, disconnected experiences that frustrate customers and overwhelm staff.
Misdirected efforts may drain resources
>A stage 2 organization investing in agentic AI capabilities is like building a penthouse without a foundation. The fundamentals need to be solid first.
Clarity on your stage fuels faster growth
Organizations that accurately assess their current capabilities and follow a structured progression see faster ROI, smoother implementations, and higher customer satisfaction scores.
Ready to transform your customer experience?
The journey to effortless customer experience starts with knowing where you are today. RingCentral’s assessment provides:
- Your current maturity stage across all five dimensions: integration, automation, data, personalization, and operations
- Specific capability gaps holding you back from the next level
- Strategic recommendations for your next CX investments
- Industry benchmarking to see how you compare to peers
Don’t let another quarter pass wondering whether your CX investments are moving the needle.
Take RingCentral’s assessment and get the clarity you need to build a customer experience that truly differentiates your organization.
Based on comprehensive research and real-world implementations, RingCentral’s assessment aims to help organizations accelerate their customer experience transformation.
Originally published Jul 23, 2025
