Technology can automate parts of customer service, but nothing replaces the human touch.
The world is being swept away with excitement and trepidation over artificial intelligence, and customer services are at the front of the deluge. On paper, it can make tremendous sense to automate customer service with AI. But many companies that rushed to replace their humans with machines are now reversing course, and many customers prefer speaking to a human.
AI is transforming customer service by handling routine tasks faster than ever; but when it comes to empathy, trust, and complex problem-solving, people remain irreplaceable. The future of great customer experience lies in blending the speed of technology with the human touch.
However, many people also say they want more and better customer self-service options. No wonder companies are confused. But these seemingly contradictory claims reveal a common ground. To better understand that opportunity, it’s helpful to know what humans and AI bring to customer service.
Humans: always there to listen
Carl Rogers, a psychologist who pioneered the concept of active listening, once said that listening “is one of the most potent forces for change that I know.” Many of us are familiar with this concept: sometimes, being heard is as satisfying as having your problem solved.
Those who work in customer-facing roles, from retail cashiers to call centre agents, will tell you that people want to be heard and enjoy those brief interactions with another person, even if it’s just a transactional engagement. It’s why self-service kiosks have not replaced cashiers and why banks invest in friendly staff and comfortable meeting booths at their branches.
AI and automation can handle routine tasks, but for sensitive, emotional, or complex queries, a human is always the better option. Ask yourself: if you called a medical business to get your test results or a store to complain about a broken product, do you want to talk to a machine or a person? The answer is often clear.
AI: fast and efficient
Yet, not every task requires a person to give answers. There are examples where waiting for a human is downright annoying. If you want to track a package, you’d rather check through an app or website than wait on a call to ask a person. An AI is creating that tracking information.
Most people need routine information, such as updates on their orders, account information, or company details. Using staff to cover such routine and repetitive tasks is a waste of their skills and time, especially when a chatbot on WhatsApp or an AI-powered voice menu can deliver the same information faster and for less cost to the business.
AI is best for convenience and speed, which explains why many people insist on access to self-service options. Not every customer query needs a person to solve it. In fact, most don’t, and that’s where AI is the better option.
Humans vs AI
Which are better at customer service: humans or AI? A routine or repetitive service task is a good candidate for AI or another form of software automation. But if the task requires empathy, creativity, or problem-solving, a human should handle it. Humans can build relationships with customers, but AIs cannot.
When to use AI for customer support:
- For repetitive and routine queries
- When speed matters most
- To support human call centre agents
When to use humans for customer support:
- Complex problems that need creative solutions
- When a customer requires empathy and sympathy
- Calls that require personalised support or build customer relationships
Strive to make your brand human-centric. Customer experience experts even have a golden rule: automate simple queries, but always make it easy for a customer to reach a human agent.
“In the end, most customers don’t care if their problem is solved by a human or an AI. They just want it solved well,” says customer service & CX expert, Shep Hyken. The difference is understanding when your brands and services are best served through people or machines.
Which is better at doing that for a specific query, a human or AI? Answer that question honestly and contextually, and you’ll get the best results.
