The 5 CX myths that are still holding leaders back

Insights from Nicole Kyle, future of work researcher at CMP Research

The contact center has never been more dynamic, or more misunderstood. As AI takes center stage and customer expectations evolve, many CX leaders are still clinging to outdated assumptions that are quietly sabotaging transformation.

In her appearance on Dialed In, Nicole Kyle called out five of the biggest myths still shaping CX decisions today. These are the false beliefs that sound smart in the boardroom, but fall flat in the real world. Listen to the full episode:

1. Automation = job loss

It’s the fear that never dies. If we automate Tier 1 tasks, won't agents be out of work?

Nicole sees it differently:

"Typically, if we look historically, any great technical disruptor in the long run creates more jobs than it takes away."

The real story isn’t about fewer roles, it’s about different roles. Think data management, process governance, AI model training, and cross-functional collaboration.

2. Only humans can personalize

We like to believe that empathy requires a live agent. But personalization doesn’t mean warm and fuzzy, it means relevance and control.

"Does the channel recognize the customer, and does the customer have agency over how they are served?"

Those are the two dimensions that define personalization for Nicole. And AI, when done right, delivers both with speed and precision.

3. More channels = better CX

The omnichannel hype led many to add every channel imaginable, only to confuse customers and overextend teams.

Nicole’s take?

"That backfired. Paradox of choice, all that stuff. It leads to not-as-great outcomes."

What works better: matching the right customer to the right channel at the right time, not offering 12 options and hoping they guess right.

4. Outsourcing is always cheaper

The "mess for less" mentality still shapes many BPO decisions. But when contact complexity rises and loyalty is on the line, short-term savings can mean long-term loss.

Nicole sees a shift:

"There's always going to be a market for outsourcing something. There's just question marks right now around what they'll be outsourcing and to what extent."

5. CSAT and NPS still tell the full story

These classic metrics aren’t going away, but they no longer reflect the full customer journey. Nicole thinks a "metrics reckoning" is coming.

"I'm probably a little partial to the effort score... but I think there's room for new metrics."

Our take? The best automation isn't measured in smiles, it's measured in outcomes. Low effort, high resolution, repeatable wins.

Final thought

The future of CX isn't about chasing trends or clinging to tradition. It's about asking better questions, listening to data, and designing around what actually works.

Nicole said it best:

"Try to get optimistic about AI...What can my work look like when AI makes it better?"

We're here for that kind of future, and we’re building it every day.

Watch the full episode of Dialed In featuring Nicole Kyle:

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