How should CX leaders respond when the next customer is not a person, but a connected device acting on someone’s behalf?
In this CX Today interview, Rhys Fisher speaks with Charles Miscampbell, Innovation Center Director of Digital Customers at Content Guru, about the growing role of machine customers in customer experience. As connected devices continue to spread across homes, businesses, and public infrastructure, Charles argues that organizations need to think beyond traditional service models and start treating device-generated data as a meaningful part of the customer relationship.
Charles explains that the idea is not entirely new. Industries such as aviation and automotive have used remote monitoring for years. What has changed is the scale of adoption and the accessibility of connected technologies across both consumer and enterprise environments. That shift is creating new opportunities for organizations to detect issues earlier, automate service responses, and reduce the effort customers need to make to get help.
One practical example comes from utilities. Charles points to smart meters that can provide outage information directly to power distributors, helping customers confirm the issue is already known and access updates through self-service instead of contacting an agent. He also shares how connected experiences in other settings, including travel, can add visibility, convenience, and even a degree of gamification.
