The Future of CX: AI-Powered Insights and Personalization with RingCentral’s John Finch

In the latest episode of CX in the Wild, I had the pleasure of sitting down with John Finch , the Global Vice President of Product Marketing at RingCentral . With over 20 years of experience in strategic marketing across cloud computing, CRM, and customer success, John is a key player in helping businesses navigate the evolving AI landscape. And trust me, his insights didn’t disappoint.

We explored RingCentral’s recent State of AI in Business Communications report. It’s packed with research that benchmarks where businesses are today and maps out where they need to go to stay competitive.

Here are a few key themes from our conversation:

AI is Moving From A Trend to An Essential Tool

John shared some striking stats: 97% of surveyed businesses plan to increase AI investment by 50% to 75% within the next two to three years. The message is clear: AI is no longer just a nice-to-have. It’s becoming a core part of customer service, sales, and collaboration strategies.

And here’s the real insight: companies that delay AI adoption risk losing more than just a competitive edge. They risk failing to meet the expectations of customers who are becoming accustomed to seamless service from brands like Netflix, Uber, and Coca-Cola.

A New Standard for Personalization

Rather than replacing humans, AI is helping teams focus on what matters most: building relationships. Intelligent tools handle routine tasks like rescheduling appointments or answering simple questions, freeing up human agents for meaningful conversations.

John described a future where contacting a brand means interacting with technology that already understands your preferences and offers solutions that meet your needs while seamlessly connecting you to a person when required. This isn’t just convenience—it’s a new level of personalized service and what customers will expect from companies.

Four Key Areas for AI Investment

The report highlights the main areas where businesses are seeing value in AI:

1. Customer Conversations – Improving interactions across every channel.
2. Team Collaboration – Making it easier for employees to work together effectively.
3. Sales Performance – Using data to better understand and serve customers.
4. Product Improvement – Refining offerings based on feedback and market insights.

Overcoming Challenges

John acknowledged the common hurdles businesses face, like data security concerns, implementation costs, and uncertainty about AI’s benefits. Companies like RingCentral are addressing these with clear pricing, strong security, and solutions designed for specific needs.

Call Centers Are Leading the AI Revolution

As John explained, call centers are rich with customer data that can drive better decisions and innovations. AI is turning this information into actionable insights that help companies serve customers better and innovate faster.

Advice for 2025

John’s advice for businesses entering 2025? Don’t wait. Define your goals for customer service and sales, and partner with vendors who align with those objectives. Focus on solutions that offer measurable results and real value.

This episode reminded me that while AI is advancing quickly, its purpose is clearly to provide better experiences, and for those ready to embrace it, the opportunities are exciting and fruitful.

Take a read through the full report and let’s keep exploring the future of customer experiences together.

#CXintheWild #AI #CustomerExperience #RingCentral