Businesses are more likely to build a real connection with their customers when their outreach is personalized. To send a thoughtful message at the right time can make a customer think, “Oh, perfect timing” and want to follow-up. But how can it be done in a way that accommodates a large customer base and in a manner that benefits the customer experience?

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Most companies now understand that customers demand service that is personalized, convenient, and efficient—and that ignoring those expectations imperils the bottom line. However, while focusing on the needs of external customers makes sound business sense, creating a rich employee experience can be just as important to a company’s long-term success.

CIOs and other IT leaders have their work cut out for them—it’s not easy to strike a balance between maximizing the value of existing technology, minimizing costs, and investing in strategic tools for the future of the business. As companies compete for brand loyalty and invest more in providing better customer experiences, there’s a greater emphasis on IT leaders to manage the customer data siloed across numerous applications, systems, and engagement channels.

Visionaries in the field of artificial intelligence in customer service see radical changes on the horizon, with a tipping point lying just a few years in the future. And if the prognostications of these experts—Zendesk partners Rick Nucci of Guru, Mike Murchison of Ada, and Mikhail Naumov of DigitalGenius—come to pass, AI will upend how customer service teams work in ways that will have far-reaching ramifications for companies across the globe.

The customer support agents in tier 1 provide general product support across one or more products. This includes things like helping customers set up their accounts, resolving billing issues, helping them understand how the product works, and any other help customers need to use the product.

Data shows that, for global businesses, providing support in multiple languages is well worth the effort. Nearly three quarters of people search online in their native language, which means that if you’re only communicating in English, for example, you’re probably losing customers and adding layers of inefficiencies for your agents.