Agentic AI is reshaping the future of customer relationship management (CRM). Able to complete tasks and solve problems with minimal human oversight, AI agents are helping companies uplevel their customer service with proactive, personalized interactions.

That’s good news for chief commercial officers (CCOs), who need to figure out how to meet higher-than-ever customer expectations to keep their brands relevant. All too often, their legacy CRM systems aren’t up to the task. They need modern CRM powered by AI agents, built on an intelligent platform and designed to break down silos across the enterprise.

That’s why, for CCOs, the AI-powered transformation is arriving just in time. Two-thirds of respondents to a survey by Accenture said they felt frustrated or annoyed after a recent customer service interaction—while almost 90% agreed that one bad interaction would make them avoid a brand in the future. Unsurprisingly, 64% said that service quality is the single most important factor separating one company from another.

Today, customer service extends beyond the traditional call center with all its frustrations, says Elisha Harrington, APJ innovation officer at ServiceNow. “Customers are expecting 24/7 support. They want engagement across every channel and interaction and touch point, and their journeys aren't linear,” she says.