The workshop featured insights from the inaugural Irish CX study with global comparisons, which examined 1,491 customer evaluations across sectors including banking, telecommunications, automotive, supermarkets, insurance, airlines, and utilities. The findings revealed a significant opportunity for organisations to differentiate through customer experience at a time when consumers are under growing financial pressure and becoming increasingly cautious about the role of AI in service interactions.
Ireland’s “Age of Beige”
One of the most striking findings discussed at the event was the emergence of what Ipsos terms the “Age of Beige“. While negative customer experiences remain relatively low, nearly half of all customer interactions (46%) are viewed as “nothing notable”. Only 16% of customers reported experiencing something that particularly pleased them. This suggests that many brands are delivering competent experiences, but few are creating moments that customers genuinely remember.
Delegates discussed how customer expectations have evolved beyond simply fixing problems. Today’s consumers benchmark experiences across sectors and increasingly expect brands to combine efficiency with empathy, recognition and personalisation.
Why Emotion Matters More Than Ever
A key theme throughout the workshop was the importance of emotional connection in driving business outcomes. The research shows that emotionally attached customers are significantly more likely to recommend brands, remain loyal and report higher satisfaction levels than customers who are merely functionally satisfied.
As attendees explored the findings, there was broad agreement that customer experiences are remembered less for the process itself and more for how customers feel they were treated during the interaction.
The discussion reinforced the idea that brands need to move beyond transactional experiences and focus on creating stronger emotional relationships with customers through the deliberate design of meaningful interactions.
AI: Opportunity with Caution
Artificial intelligence was another major topic during the event. While 54% of Irish consumers are aware that companies are using AI in customer service, attitudes remain mixed. Among those aware of AI use, 30% believe it made their experience worse, while only 28% believe it improved it.
Workshop participants discussed how organisations should focus AI investments on reducing effort, simplifying processes and improving convenience, while ensuring that human support remains available when empathy, reassurance and judgement are required. The consensus was clear: customers will judge AI not by how advanced it is, but by how the experience feels.
Another key area of discussion centred on issue resolution and customer effort. The research found that only 33% of customer issues are fully resolved, while 37% of customers feel they put more effort into resolving problems than the company itself. This imbalance has significant consequences, including increased churn risk and lower perceptions of fairness.
Attendees examined how organisations can improve recovery experiences through better communication, ownership, transparency and empathy, recognising that recovery is as much about emotional restoration as it is about fixing the problem itself.
The Forces of CX Framework
The workshop also explored the Ipsos Forces of CX, a human-centric framework that helps organisations understand the drivers of stronger customer relationships. Participants considered how the six Forces of CX can be used to identify opportunities for improvement and create more meaningful experiences.
The research shows that Irish brands generally perform better on foundational factors such as Fair Treatment and Certainty than they do on differentiators such as Status, Belonging and Enjoyment. This helps explain why so many customer experiences are perceived as functional but not memorable.
Key Takeaways from the Event
The workshop concluded with several important actions for organisations looking to stand out in an increasingly competitive marketplace:
- Design for moments of delight, not just moments of efficiency. Customers remember experiences that make them feel recognised and valued.
- Balance AI with human empathy. Technology should enhance customer relationships, not replace them.
- Focus on emotional outcomes. Emotional attachment drives stronger advocacy, loyalty and customer lifetime value
- Reduce customer burden. When problems arise, customers need brands to take ownership and make resolution easier.
- Invest in the differentiating Forces of CX: Status, Belonging and Enjoyment are key to creating memorable experiences.
Looking Ahead
The discussions at UCD highlighted a clear opportunity for Irish organisations. In an environment shaped by economic pressures, rising customer expectations and increased automation, customer experience remains one of the few sustainable sources of competitive advantage.
The message from the event was simple: the future belongs to brands that move beyond delivering efficient experiences and instead create meaningful human connections. The age of beige is not inevitable. By combining operational excellence with empathy, personalisation and emotional engagement, organisations can create the moments that customers remember and reward with loyalty.
Please contact Caoimhe.Macgabhann@ipsos.com Deirdre.Kelly@ipsos.com or Clare.kavanagh@ipsos.com for further information.
