The AI Playbook for CX Strategy— BCG's Nick Clark on How AI Is Solving Customer Experience
March 26, 2025
In this episode of Advising the Advisors: AI in Consulting Unlocked, host Bolu Ben-Adeola sits down with Nick Clark, Partner at BCG, to explore the evolving landscape of AI-powered customer experience. Nick shares insights on the 10-20-70 framework for AI implementation, why customer service is becoming a value center rather than a cost center, and how consulting firms are adapting their talent models in response to AI capabilities.
In this episode of Advising the Advisors: AI in Consulting Unlocked, host Bolu Ben-Adeola sits down with Nick Clark, Partner at BCG, to explore the evolving landscape of AI-powered customer experience.
Join them as they:
- Explore how AI is reshaping the traditional cost-center perception of customer service into a strategic value driver
- Examine the evolution of T-shaped" service roles, where AI enables agents to be both generalists and specialists
- Discuss three emerging roles in AI-powered customer service
- Delve into the 10-20-70 framework for AI implementation
- Highlight the Jevons paradox in customer service.
Nick is a leader in customer service strategy and transformation, bringing over two decades of experience in revolutionizing customer experience operations. With a unique background that spans from frontline call center operations to transformation director at TalkTalk during its explosive growth phase, Nick has helped over 80 organizations reimagine their customer service models through AI integration, agile methodologies, and digital innovation.
Episode Highlights:
- Why Your AI CX Strategy Might Be Failing
Many companies approach AI in customer service as a cost-cutting tool rather than a strategic enabler. The result? Frustrated customers, limited adoption, and minimal ROI. The companies winning with AI focus on customer effort, proactive support, and AI-human collaboration.
- The New AI-Powered Roles in Customer Service
AI isn't just changing customer interaction; it's reshaping entire roles within CX teams. Ensure AI has structured, machine-readable information. Oversee bot behavior, monitor costs, and refine AI-generated responses. Design seamless AI-human customer journeys across multiple channels. Companies that fail to evolve their workforce will struggle to see lasting AI impact.
- How AI Is Fixing a Decades-Old CX Problem
For years, companies forced human agents to act like robots: reading from scripts, following rigid workflows, and optimizing for speed over experience. AI is flipping this model. AI-powered assistants help agents make better and faster decisions. Bots handle routine requests, freeing humans for complex, high-value interactions. Organizations embed CX across their entire operations.
More Highlights from this Episode:
- [12:45] The Three New Roles AI Is Creating in CX Teams
- [27:51] BCG’s 10-20-70 Rule
- [40:07] What CX Will Look Like in 2030
- [59:18] How AI is Changing Consulting at BCG
If your business is investing in AI but struggling to see real impact, this episode is for you. Discover the hard lessons, the breakthroughs, and the strategies that separate AI success from failure.
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