The Agentic Service Playbook: A strategy guide for designing teams, processes, and AI around real resolutions

This is a pivotal year for service. We’re forecasting that AI agents will surpass humans in handling the majority of interactions with customers. As that shift takes place, the expectations placed on those systems, and the experiences they deliver, will undoubtedly rise. That’s why CX leaders must be able to scale quality outcomes—that is, deliver better results for customers even as service volume increases—to separate themselves from the rest.

Agentic AI is a critical enabler here, but how it’s put to use within your broader service strategy ultimately determines its success. Real impact comes from how AI, people, knowledge, and your business processes come together. That requires thoughtful and intentional design. Until now, that’s been a tall order, but agentic AI plays a powerful role in making it possible by helping service teams take action and move issues toward resolution. And when these agentic agents are self-improving, each interaction trains the larger system, leading to better outcomes, deeper loyalty, and stronger business growth.

This playbook is built to help you tackle those bigger strategic questions. It’s for CX leaders at every stage of the journey, whether you're just beginning or well on your way to truly agentic service. Inside you’ll find practical guidance, questions to ask at each stage, and approaches for managing change within and beyond your team.