SEPTEMBER 2023 RELEASES
September 2023 Releases
Click Your Heels, Ditch the Guesswork: Start Winning with A/B Testing
Many contact center leaders are still wandering through customer journeys as if they’re in the Land of Oz—going on instinct, assuming they know the path forward.
But what did we ultimately learn from the Wizard of Oz? Dorothy had what she needed with her, right in front of her, the entire time.
She just didn’t see or believe it.
This is often the case for contact center leaders. You have your “ruby slippers” in the form of customer and event data. You just can’t see that data the way you need to.
Thing is, you really do have the ability to click your metaphorical heels at any moment. You have massive amounts of power at your finger tips, you just need a way to unlock it.
Enter… A/B testing.
The best contact center teams don’t get distracted by instinct. They don’t get distracted chasing empty volume to try and hit revenue goals. They don’t leave their success to chance. They actively utilize all of their data to test, refine, and perfect every customer interaction.
A/B testing ensures that every customer interaction is provably, repeatably, and scalably improving. It’s your heel click. It’s your way to unlock the power you have with you, right now.
Here, we’ll show you how and why that’s the case. We’ll dive into why A/B testing is so important, what you can actually do with it in 2025, and how easy it is to deploy, no matter the size of your contact center.
Now, off to see the Wizard…
A/B Testing: The Heel-Click to Unlocking Your Data
Establishing a culture of continuous improvement.
First up, let’s talk mindset.
Think about the lasting effect of the lesson Dorothy learned. How do you think she’d approach the Land of Oz the second time around? Certainly not the same way.
Yes, A/B testing brings to sight the ruby slippers on your feet. It unlocks the power you don’t know you already have.
But more importantly, it unlocks a lasting belief that there’s always a better way.
At Regal, this is what we call a culture of continuous improvement. When you build this mentality into your contact center culture, it trickles down well beyond just how your agents approach phone calls.
In 2025, a culture of continuous improvement looks like this:
- Data Over Gut: Every sales and support interaction is backed by data. No more flying blind.
- Testing in the Hands of Non-Technical Workers: Your CX team launches and analyzes tests in real-time without waiting for dev cycles. Iteration speed equals revenue.
- Perpetual Refinement: Every interaction, every channel, and every agent, constantly improving—at any scale.
- No Channel Left Behind: Testing across every stage of the customer journey, on every channel, down to the most routine interactions. No more de-prioritized channels, blasting out non-personalized SMS messages because it’s easy
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“Doesn’t this cost millions? Isn’t it an immense body of work? Are we going to have to uproot our entire CCaaS function to make it work?”
No, Dorothy, you gotta believe…
…in the power of AI, and the data you have already floating around your systems. It’s just sitting there, waiting to be unlocked.
Continuous Improvement Starts with the Right Tools
Invest in the tools that allow you to put your data to use and be more scientific about which outreach levers to pull, where to do so, and why.
This is what your biggest competitors do, and that’s why they’re eating up all the market share—and will do so more rapidly as you continue to not invest in the right tech.
Turning every touchpoint into a “revenue moment.”
A/B testing allows you to get down to every agent, channel, interaction, and event, and determine whether it’s a driver of revenue. It’s not just about optimizing workflows anymore. It’s about finding those moments—when customers engage, make decisions, and convert.
These are your “revenue moments.”
A/B testing is your way to identify revenue moments at scale—so you can roll them out in as many places as possible.
Use AI Agents to Roll Out Revenue Moments at Scale
This also queues up the importance of incorporating AI agents. With AI, you can test and deploy at very large scales, down to the most routine interactions, without using any human bandwidth.
AI agents open up an entirely new world of testable, trackable datapoints: Voice, tone, wording, timing, personality. All of these new data points are moments that can be measured against revenue and CSAT.
Get granular, pinpoint what works, and then use AI to deploy what works across as many workflows as needed.
Orchestrating the AI-Human dance.
We’re in a world where AI agents don’t just assist—they act. They carry on human-like conversations, make decisions, and drive workflows forward, self-sufficiently.
There’s two major levers you need to manage:
- The balance between AI and human agents.
- The effectiveness of AI agents.
That’s where A/B testing comes in. A/B testing is how you choreograph the dance between AI and humans, to make sure every step is in harmony, and that their work is building off each other.
- What’s the right AI use case? First, test to figure out where AI agents are most effective—across interaction types, volume, etc.
- What are the right handoff points and processes? Test to figure out exactly when to pass off to a live agent, and on what channel.
- Who should your AI agents be? Language, accent, voice, tone, personality. Figure out how much each matters, and how to best combine them across every touchpoint.
- How should your AI agents act? Test and refine how agents respond, in real-time, to certain sentiments, words, and behaviors—determine how they return that data to your systems and where they should route contacts.
AI is about speed, scale, and consistency—and saving your more experienced human agents for higher-value, more complex interactions.
Mastering the AI-human dance is a major cost advantage, and ultimately, a major customer experience advantage. In 2025, it’s how you cut costs while both scaling outreach and driving more outcomes per interaction.
You master that dance by testing, refining, and repeating.
Turning every journey into a story of “we.”
Okay, back to the Land of Oz.
Ultimately, you and your customers are trying to find the Wizard together. You have a shared goal, which is to complete the customer journey and reach an outcome.
What you achieve at the end of that journey might differ a little bit:
- For you: More meetings, more revenue, increasing CSAT
- For your customers: Renewing their insurance policy, scheduling an appointment, learning more about a medication, etc.
BUT, that doesn’t matter. The journey itself is all that matters, and there are many moments that you share with your customers along that journey.
Each of those moments provides another datapoint that you have at your disposal to listen, converse, and improve the customer experience.
That is your true power.
You should always refine your outreach strategy based on interaction quality. Not by number of calls. Not by number of agents.
Why?
In 2025, you don’t have to break the budget to implement AI, and the tech is built to handle mountains more volume than any human can.
So, volume is simply becoming another lever to pull. It’s no longer where your strategic focus should lie.
Instead of focusing strategy on volume, focus on A/B testing and iteration. That’s how you work towards provable, data-driven goals that directly measure the quality of every interaction—and help you find more cost-effective ways to drive revenue and CSAT.
There’s No Place Like Well-Tested CX
You have plenty of prospects and customers willing and ready to interact with you. You have worlds of first-party behavioral, event, and interaction data.
With the help of AI and the right tools, you can bring order to your data, test at scale, and continuously refine every customer interaction.
You’ve got everything you need in front of you right now, all you need to do is click your heels.
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Frequently Asked Questions
What outcomes does A/B testing enable in a contact center?
They replace gut decisions with data, enabling provable, repeatable improvements in every interaction while identifying scalable “revenue moments” that lift conversion, revenue, and CSAT.
Which parts of a customer interaction should we prioritize for experiments?
Test elements like voice, tone, wording, timing, and personality, as well as channels, scripts, and workflows—including where and how handoffs occur.
How do AI agents change the scope and scale of testing?
AI agents let you test and deploy at very large scale, create new datapoints (e.g., tone and timing), and roll out winning variants consistently without consuming human bandwidth.
What’s a practical way to decide when to hand off from AI to a human agent?
Run experiments to find where AI is most effective by interaction type and volume, then A/B test specific handoff points and channels to optimize outcomes and customer experience.
Do non-technical CX teams need engineering support to run tests?
Yes. A modern approach puts testing in the hands of non-technical CX teams so they can launch and analyze experiments in real time without waiting on development cycles.
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Founded in 2020, Regal is an enterprise voice AI agent platform for contact centers. Regal helps businesses build, deploy, and manage autonomous AI agents across sales, support, and operations teams.
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