Shep Hyken: How AI speeds ‘time to happiness’ for customers

How is AI reshaping the future of customer service? Few experts in the field have compiled more insight (and research) on that question than bestselling author and advisor Shep Hyken. 

In an interview for Freshworks’ AI Summit earlier in November, Hyken shared how AI is already helping support teams deliver better, faster, and more accurate service, and what he sees on the horizon for CX over the next few years.   

Following are some highlights from our conversation: 

How do you see AI shaping customer experience today?

AI is making customer support more accessible than ever before. It used to cost hundreds of thousands of dollars to do what we can do now for just hundreds of dollars. That means small and medium-sized businesses can afford to deliver experiences that only huge brands could afford ten years ago. And today, they’re doing it better because AI agents are far more accurate.

The exciting part is how these AI agents create a digital experience that’s accurate, multilingual, 24/7, and on-demand. And when they can’t help, they seamlessly pass the customer to a human agent for the more complicated issues. That combination of digital and human creates an incredible experience.

How does it impact the relationship between customers and brands?

Accuracy is huge. Customers want the right information quickly, and when they don’t get it, they lose confidence. The problem is inconsistency. There are still about 50% of major companies using outdated technology, and that confuses customers. They start thinking, “What’s my experience with this company going to be like? Am I going to have a great experience like I did with that company that got it right—or a negative one?”

AI today can understand and clarify questions, almost like a human would say, “Let me make sure I understand this.” When customers feel understood, it builds trust. And trust leads to loyalty.

Speed is another critical factor. How does AI change the game when it comes to speed?

Speed is not about convenience anymore—it’s a baseline expectation. I talk about “time to happiness,” which is how long it takes from the moment the customer decides they need help to the moment they’re satisfied. AI agents can deliver instant answers, but if the issue requires a human, the transition has to be smooth and fast.

Read also: How business teams are working with AI

What’s great is that AI doesn’t just help customers—it helps the human agents, too. AI can give agents the information they need right away, so they don’t have to spend time looking it up. That reduces the time it takes to resolve the issue, and it’s a win for both the customer and the company.

How do you see AI in CX evolving in the next few years?

We’re just getting started. Generative AI is in its infancy, but it’s already creating better, easier, and more intuitive experiences, and it’s leveling the playing field. Small companies can now do what was possible only for big companies. It’s affordable, it’s fast, and it’s getting better all the time.

And when companies invest in doing it right, it makes customers think, “I’ll be back.”