#Japan #Tokyo #AI Customer Experience #MOBILUS #AICX Association

Introduction

Mobilus Inc., a leading developer and provider of CX solutions for contact centers, has joined the AICX Association to participate in the newly established "AI Customer Experience Creation Committee." This initiative aims to redesign the very structure of customer experience (CX) in the age of AI agents, fostering collaboration across different industries and organizations.

Purpose of the New Committee

The AI Customer Experience Creation Committee serves multiple purposes. It is not merely a platform for sharing case studies or exchanging information, but it is focused on redefining customer touchpoints through collective efforts in developing a common design philosophy, practical frameworks, and implementation guidelines. The ultimate goal is to create a sustainable enhancement of customer experience across various sectors.

Mobilus operates with the mission of providing advanced CX for every business. The integration of AI agents is significantly transforming customer behavior and promoting a dramatic improvement in customer experiences. To adapt to this shift, organizations must break down departmental silos and achieve a deeper understanding of the customer through integrated data.

Under the mission of "overcoming divisions to transform experiences," this committee seeks to define the next-generation customer touchpoints alongside AI, aiming for sustainable improvements in CX.

Background: The Challenges Facing Companies

In the current landscape where AI agents influence purchasing decisions, simply being "chosen by people" is no longer sufficient. If a company's information is not accurately interpreted by AI, it won't even be compared with competitors. This structural change is too significant for individual companies to tackle alone, which highlights the urgent need for a common understanding and design philosophy across the industry.

Many companies are currently focusing on elevating customer touchpoints through AI, yet most of their efforts remain narrowly optimized within their own organizations, failing to address the structural changes in customer behavior.

AI agents are already altering customer behaviors structurally, making the need for reevaluation even more critical. Decisions on search, comparison, and selection are increasingly occurring via AI; companies that do not ensure accurate interpretation of their product and service information may risk being excluded from consideration. Furthermore, customer support and inquiries are now expected to prioritize not only accessibility and brand shaping but also the efficiency of solutions.

Why Industry-Wide Action is Now Essential

Despite numerous companies addressing similar concerns, several challenges remain. There is a noticeable lack of shared understanding regarding future consumer behaviors, and the independent designs being pursued by individual companies are leading to discrepancies in direction. Furthermore, many initiatives are stalled at the departmental level without achieving a holistic design that accounts for comprehensive experiences.

In the age of AI, enhancing customer experiences must be recognized as a management challenge that requires cross-departmental redesign. Solving these issues demands an understanding of structure that crosses industry lines rather than being limited to individual company optimizations.

Positioning of the Committee

Transitioning from "individual company considerations" to "industry-wide design," this committee aims to capture the changes in customer experience across industries. It will define a common design philosophy and develop actionable implementation guidelines relevant to real-world business practices. This initiative is intended not simply as a forum for discussion but as a collaborative design environment that directly influences practical operations and management decisions.

The committee will assess customer experience through three layers: CX (customer experience), technology, and EX (employee experience) and operations. Keeping the focus on "customer-centric CX," the committee will examine which touchpoints can be automated effectively and where human involvement generates the most value.

Key Initiatives of the Committee

The committee will undertake a comprehensive approach to CX redesign, encompassing hypothesis building, structuring, and implementation guidelines. The goal is to move beyond mere discussions and create tangible outcomes applicable to various businesses. Key activities include:

1. Hypothesis Building for Customer Behavior Changes: Identifying shifts in customer expectations and decision-making processes in the AI agent era.
2. Structuring a CX Redesign Framework: Establishing a common framework for CX that can be adapted by member companies.
3. Developing Implementation Guidelines: Creating actionable guidelines for data design, customer contact strategies, and operational goals.

As knowledge accumulates through discussions, the committee aims to organize shared frameworks and insights while generating valuable materials for management decision-making. These efforts will support participating companies as they push for their own CX redesign.

Characteristics of the Committee

The committee fosters collaboration between businesses and support entities to discuss real-world challenges based on practical knowledge and data. It allows companies to bring their genuine workplace issues to a closed venue and engage in in-depth examinations that wouldn't typically arise in single-industry environments. Knowledge from diverse sectors such as manufacturing, IT, marketing, and customer relations will intersect, creating unique insights and structural understandings.

Committee Activity Guidelines

The committee will host regular meetings once a month featuring theme presentations and discussions, in addition to monthly sessions for organizing and outputting findings. The outcomes will be structured and shared in about six months.

Target Participants for the Committee

Target participants include C-level executives and managers responsible for customer touchpoint design and oversight. The initial phase will comprise a limited selection of companies to ensure a balanced mix of industries and commitment to tangible outcomes.

For more information or to express interest in joining, please contact the AICX Association secretariat at [email protected] or visit their website at https://aicx.jp.

About Mobilus Inc.

Mobilus specializes in branding and designing customer experiences aimed at anticipating client challenges. By adopting new technologies, it aims to boost enterprise value and management profits. Through services like the generative AI solution "MooA®" and SaaS solutions in customer communication, Mobilus is committed to advancing customer experience powered by innovation. With over 500 implementations, the company's work is guided by its mission of providing proactive CX for all businesses.

Founded in September 2011, Mobilus is publicly traded on the Tokyo Stock Exchange (stock code: 4370). Learn more at https://mobilus.co.jp.