Artificial intelligence may be dominating the customer service agenda, but for many contact centres the real challenge lies elsewhere. As organisations race to adopt AI-powered tools, success increasingly depends on having the right foundations in place. Khaled Miah, Customer Experience Specialist at Zoho UK, explains why connected systems, operational simplicity and practical outcomes matter far more than chasing the latest technology trend…
Q: AI is dominating customer service conversations. What are organisations getting wrong?
Khaled Miah: Customer service was arguably AI’s original testing ground. Long before today’s AI wave, organisations were experimenting with chatbots, self-service tools and automation. Some delivered real value, others created frustration.
The difference often came down to foundations. AI works best when it sits close to customer conversations, data and workflows. Without that context, organisations risk creating more noise rather than reducing effort. AI should feel like practical support within the flow of work, not another system people have to manage.
Q: What should contact centre leaders focus on right now?
Khaled Miah: Stronger foundations and simpler operations. Many teams are still working across disconnected systems where customer information, conversations and reporting live in different places. That creates friction for agents and slower experiences for customers.
At Zoho, we often see the biggest gains come not from adding more technology, but from connecting the systems organisations already rely on. Better visibility and cleaner processes create the foundations that AI and automation can actually build on.
Q: What will define successful contact centres in the years ahead?
Khaled Miah: Customer service has always been a differentiator. That’s not new. What’s changing is how organisations deliver it. Successful teams will focus less on implementing technology for its own sake and more on practical outcomes: helping agents work smarter, reducing friction and making customer experiences feel effortless. The goal isn’t more AI. It’s better service.
Learn more: Zoho Desk: https://www.zoho.com/desk/
