25% of customer contacts should never happen.

That is one of the most consistent patterns we see across customer projects. Not because customers ask the wrong questions, but because something earlier in the customer journey didn't work as it should: missing information, unclear communication, broken processes or simply the wrong expectations.

That's why I think companies often ask the wrong AI question. Instead of asking, "How can we automate these contacts?", they should first ask, "Why do they happen at all?"

In many cases, fixing the root cause creates a much bigger impact than automating the symptom. It reduces costs, improves the customer experience and frees up service teams to focus on the conversations that really matter.

To me, that's one of the biggest opportunities AI creates. Not just making customer service more efficient, but helping companies understand which customer contacts should never have happened in the first place.

How many of your customer contacts do you think are actually preventable?

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