AI & the Future of CX: Lean Teams, Better Workflows & New Revenue Levers - with Richpanel’s Amit RG

This week on Marketing Operators, Connor MacDonald kicks things off with a pressing question: “What does a modern CX team and workflow look like today?” From there, we dive into a growing debate across modern commerce - does CX actually drive growth, or is it still just a support function

Joined by Amit RG, co-founder and CEO of our show sponsor Richpanel, the team unpacks how leading brands are getting dramatically leaner with AI, why Tier-1 support is becoming fully automated, and whether CX should really sit under marketing or operations. Amit breaks down Richpanel’s inspiration from Uber’s self-service model, and what it looks like when support becomes proactive, scalable, and insight-rich instead of reactive and manual.

This leads to a breakdown of the revenue-generating CX touchpoints you’re not thinking about, sparked by McCoy’s prediction that “a year from now we’ll all be talking about generating LTV,” not just acquisition. The group digs into ideas like optimizing high-intent tracking pages with tools like Wonderment, founders jumping into ad comments, and turning warranty claims into upsell moments - with real-world examples from Ridge, Jones Road, Equinox, and even Cartier’s luxury clienteling approach.

The episode wraps with a look at how AI is reshaping DTC ops end-to-end - collapsing workflows, enriching agent decisions, and driving smarter, more efficient growth across the entire customer journey.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

Chapters:

00:00:00 - Introduction

00:06:21 - What Does a Modern CX Team Look Like?

00:19:10 - The CX to Marketing Feedback Loop

00:32:07 - Revenue-Generating CX Touchpoints

00:45:13 - Is Shade Matching a CX Revenue Driver?

00:57:06 - Using Founder Social Comments as a CX Touchpoint

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