From ACX to ASX — unifying conversation, intelligence, and action in B2B support.
November 8, 2025
Inspired by Patrick Salyer’s post on Agentic Customer Experience (ACX) — where buying journeys move from 𝘤𝘩𝘢𝘵 → 𝘤𝘰𝘯𝘴𝘪𝘥𝘦𝘳 → 𝘣𝘶𝘺 — I see a powerful parallel in B2B Technical Support, where the goal isn’t a transaction but resolution and value realization.
At SuccessLab, in our work with CSS leaders, we've developed the 𝗔𝗴𝗲𝗻𝘁𝗶𝗰 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 (𝗔𝗦𝗫) — the next evolution of post-sales experience that unifies conversation, intelligence, and action into a single, seamless flow.
If ACX reimagines how customers buy, ASX redefines how enterprises resolve:
𝘊𝘩𝘢𝘵 → 𝘋𝘪𝘢𝘨𝘯𝘰𝘴𝘦 → 𝘙𝘦𝘴𝘰𝘭𝘷𝘦.
What excites me most is how fast support is evolving from reactive tickets to proactive, conversational resolution. ASX captures this shift toward continuous, outcome-driven engagement.
𝟭. 𝗖𝗵𝗮𝘁 (Engage)
The conversation becomes the new front door to support.
Customers interact with an AI agent directly in Slack, Teams, or within the product — no ticket forms, no context lost. The agent already knows who they are, what system they’re using, and what’s happening.
🎯 Effortless, contextual engagement that feels personal.
𝟮. 𝗗𝗶𝗮𝗴𝗻𝗼𝘀𝗲 (Understand & Recommend)
The AI agent analyzes signals and context in real time — combining knowledge graphs, telemetry, and workflow data to pinpoint issues and recommend actions. Humans join only when needed, with full context intact.
🔍 Root cause and next steps surfaced in minutes.
𝟯. 𝗥𝗲𝘀𝗼𝗹𝘃𝗲 (Act & validate)
The same chat becomes the command center for resolution.
The agent can trigger workflows, validate fixes through telemetry, and document the results automatically.
✅ Issue → insight → action → verification — in one thread.
Support platforms like ServiceNow, Salesforce, and Zendesk are already evolving beyond ticket queues toward conversational, outcome-driven ecosystems. The next edge won’t be in UI design — it’ll be in data, intelligence, and speed of resolution.
𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝗔𝗵𝗲𝗮𝗱
Just as ACX opens new frontiers in commerce, ASX creates fresh opportunities in enterprise support. Founders and innovators can seize this shift by building:
• 𝗔𝗜-𝗻𝗮𝘁𝗶𝘃𝗲 𝗿𝗲𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗮𝗴𝗲𝗻𝘁𝘀 that diagnose and act across complex environments
• 𝗢𝗯𝘀𝗲𝗿𝘃𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗼𝗿𝘀 giving agents deep visibility into systems and workflows
• 𝗚𝗼𝘃𝗲𝗿𝗻𝗮𝗻𝗰𝗲 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸𝘀 ensuring safety, compliance, and auditability for autonomous actions
• 𝗔𝗴𝗲𝗻𝘁𝗶𝗰 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 that trace the journey end-to-end to measure impact and value realization
𝗧𝗵𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆
Agentic Support transforms B2B support from managing tickets to creating intelligent conversations — a faster, smarter, and more connected path to customer value.
In the future of B2B support, we won’t open tickets — we’ll open conversations.
