How to Apply AI to Improve Customer Satisfaction
During Innovation Day, organized by Pentafon in Mexico City, more than 100 leaders from the country’s top corporations, technology specialists, and members of the world’s leading consultancies gathered to discuss one of the most urgent topics for customer-facing organizations: how to apply artificial intelligence (AI) responsibly to improve customer experience and optimize critical operations.
The conversation covered trends and strategic decisions organizations must make to remain competitive in an increasingly automated environment. From digital channel support to immediate resolution in critical operations such as claims or ambulance services, AI has become a key element to respond quickly, reduce costs, and enhance customer perception.
The challenge isn’t AI, but the principles that govern it
A central topic discussed during Innovation Day was the urgency of applying generative AI within a clear ethical and regulatory framework. While its ability to automate processes, reduce response times, and process large volumes of information represents a competitive advantage, experts agreed that its use without proper guidelines can reproduce biases, compromise security, and erode customer trust.
In this context, Manuel Pliego, Director of Government Affairs at Microsoft Mexico, emphasized that organizations implementing AI in their operations—especially high-volume contact centers—must go beyond technological adoption and take an active role in governance. He highlighted the need to establish ethical principles from design, define internal regulatory frameworks, and ensure traceability of every automated decision. Only then can AI act as a reliable, auditable enabler aligned with company values.
Technology adoption alone is not enough: expert guidance is needed
Jesús Cochegrus, Innovation Leader at the World Economic Forum, reinforced this vision by noting that the challenge is strategic, not technical. “In front of a hyperconnected, multitasking, overstimulated consumer, only companies that can contextualize experiences in real time can stand out,” he said.
He also warned that not all organizations have the internal capabilities, certifications, or methodologies to apply complex technology on their own. Therefore, relying on expert partners that already operate under auditable frameworks and validated infrastructure can be decisive in ensuring safety, compliance, and efficiency in contact center operations.
Faster, more precise customer support with generative AI
A notable case at CX Forum 2025 was Pentafon’s collaboration with one of the world’s largest insurers to redesign their roadside assistance strategy using generative AI, CRM automation, and WhatsApp geolocation. This solution reduced incident location time to under 20 seconds and increased insured customer satisfaction by 85.2%.
Additionally, it decreased training time by 40% and increased advisor efficiency by 30%.
Hyper-personalized real-time support across 300,000+ interactions
Another award-winning case involved implementing a hyper-personalization model for one of Mexico’s three largest banks, which had to manage over 300,000 monthly interactions without compromising quality or expanding resources.
The strategy leveraged Speech & Text Analytics to analyze conversations in real time, identify patterns, and trigger responses tailored to the user profile. By combining intelligent automation, sentiment analysis, and AI-based training, response time dropped from 4 hours to 1, satisfaction rose to 92%, and first-contact resolution increased from 70% to 85%.
Operational efficiency improved by 30%, costs decreased by 20%, and 85% of users reported feeling attended to personally.
Advanced analytics for immediate decisions
Another project, developed with a leading bank, saw Pentafon implement real-time analysis to improve claims handling. Through operational dashboards, intelligent alerts, and automated classification, large volumes of data were converted into actionable decisions.
The system received the 2025 National CX & EX Award from IMT for improving multiple indicators: 22% in service quality, 16% in satisfaction, 31% reduction in human errors, and 14% increase in operational productivity. Manual analysis time was reduced by 45%, freeing capacity for strategic actions.
AI enhances human talent, it doesn’t replace it
A recurring message throughout the forum was that technology should complement talent, not replace it. This vision is reflected in Pentafon’s internal strategy, which was a global finalist at the CCW Excellence Awards in Las Vegas 2025 in the Best of the Best: Employee Experience category, alongside companies like Microsoft and Foundever.
This human development model applied AI across the entire process, using predictive analytics, structured well-being, and internal mobility, resulting in a 20% increase in employee satisfaction and a 41% reduction in annual turnover. It gave rise to Pentafon HR Solutions, the unit responsible for optimizing the attraction, selection, training, and management of large-scale corporate talent using generative AI. Thanks to this technology, hiring time has been reduced, turnover costs decreased, and new hires are better prepared from day one.
Boosting sales and monetizing the customer base with technology
During the event, Pentafon presented LID, a solution to optimize lead generation, qualification, and conversion in response to reduced voice usage among younger generations, dissatisfaction, and potential regulation of outbound calls. LID combines generative AI with advanced analytics to automate sales processes, improve segmentation accuracy, and reduce cost per acquisition. This technology expands mass sales channels for large corporations using more efficient and less intrusive alternatives.
Both LID and Pentafon HR Solutions reflect a shared vision: applying technology with purpose to solve business needs, enhance service quality, and build smarter, more human operations.
Reinventing before 2030
Transformation cannot be postponed. Organizations operating contact centers must anticipate a future where decision traceability, digital governance, and hyper-personalization will no longer be differentiators but basic requirements.
“Companies that integrate artificial intelligence across all their processes, with a service-driven purpose, will lead the next decade,” said Antonio Fajer, President of Pentafon.