Your next customer might be AI

Most businesses still treat customer experience as a “front-end” issue — polish the website, add a chatbot, rewrite the scripts.

That era is fast closing.

KPMG calls the next wave agentic customer experience — AI that doesn’t just respond but acts across the journey. The winners won’t be the firms with the loudest tech story. They’ll be the ones with the best operating model underneath it.

Here’s the uncomfortable truth: AI won’t fix a broken experience. It will expose it.

KPMG’s work points to the same drivers customers actually reward: empathy, resolution, and meeting expectations. So, if you’re using AI to deflect customers rather than resolve them, you’re not lowering cost, you’re compounding churn.

The opportunity is real, but it’s not “buy more tools”. It’s doing the unglamorous work:

  • aligning the organisation around one customer outcome,

  • integrating the systems that force people to repeat themselves,

  • designing governance so AI decisions are explainable and auditable.

Do nothing, and you don’t just “miss innovation”. You inherit hidden cost: rework, escalations, trust erosion and customers trained by the best experiences elsewhere.

NextGen Experts view: the new CX moat is invisible plumbing — the joinery between data, process, people and accountability.

Three boardroom questions:

  1. Where do customers still repeat themselves — and what does that friction cost us?

  2. Do we have one customer truth, or competing versions?

  3. If an AI agent acted for us tomorrow, would we stand behind its decisions?

Because the shift is already underway — and “average” is about to feel expensive.

(Source: KPMG Customer Experience Excellence FY25–26 report)

Spiros Dassakis
Who We Are

Experience that brings context, judgement and perspective

NextGen Experts is an independent specialist consultancy providing technical, commercial, regulatory and dispute-related support across the swimming pool and spa industry and related sectors.

Our work draws on more than two decades of industry experience spanning construction, servicing, standards, regulation, education, business operations, governance and dispute resolution.

That breadth matters. Many issues cannot be understood by looking at a contract, standard or technical requirement in isolation. They need to be considered in the context of how the industry operates, how work is delivered, what the regulatory framework requires and what is reasonable in practice.

NextGen Experts brings that broader perspective to every engagement.

What We Bring

Industry Experience: Practical experience across pool and spa construction, servicing, maintenance, products, suppliers, contractors, consumers and industry organisations.

Technical & Regulatory Knowledge: A detailed understanding of standards, compliance requirements, regulation and industry practice, together with experience interpreting how those requirements apply in real-world situations.

Executive & Commercial Experience: Senior executive experience across industry operations, governance, membership organisations, commercial strategy, training, stakeholder engagement and organisational development.

Standards & Industry Representation: Longstanding participation in Australian and Australian/New Zealand Standards

development, including committee leadership, technical contribution and industry representation across a broad range of pool, spa and related standards.

Expert Reports & Dispute Support: Independent technical assessment, expert reports, review of competing technical opinions and dispute support for lawyers, insurers, builders, suppliers and consumers where swimming pool and spa issues need to be properly investigated, understood and clearly explained.

About Spiros Dassakis

NextGen Experts is led by Spiros Dassakis, who has worked across the swimming pool and spa industry for more than 20 years.

His experience includes senior executive roles with the Swimming Pool & Spa Association, extensive involvement in Australian Standards development, industry representation, regulatory engagement, education and training, business advisory work and dispute-related matters.

Spiros has contributed to more than 30 Australian and Australian/New Zealand Standards and has participated in standards development since 2008. His contribution to Standards Australia was recognised for 20 years of service and participation.

He also established IRLearning, a registered training organisation developed to support industry education, skills development and nationally recognised training.

Through his executive and industry roles, Spiros has worked with builders, contractors, suppliers, manufacturers, regulators, government agencies, industry associations, lawyers, insurers and consumers.

That experience now underpins the work of NextGen Experts.

Practical Experience Beyond the Textbook

NextGen Experts is not limited to providing a technical interpretation of an issue.

Our role is often to bring together the contract, technical requirements, standards, regulation, industry practice, available evidence and practical circumstances to help clients understand the issue and determine an appropriate way forward.

Whether the matter involves construction, compliance, a product, a dispute, industry policy, standards development, training or business operations, the focus remains the same:

Understand the issue. Establish the position. Provide practical direction.

https://www.nextgenexperts.com.au
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