With the widespread adoption of AI, the nature of customer service and client satisfaction has changed dramatically. It raises the question: has customer service become more about operational efficiency than actual satisfaction? At what cost?
Will ‘human’ customer service become a luxury service? What are the risks and opportunities for businesses in this area?Let's explore how AI is reshaping customer service and what the future holds for the human touch.
AI in customer service: efficiency or erosion?
Technology being used to enhance customer service is not new. Once upon a time, we had to go into a physical shop or office to get support. Then came phone calls and emails, then online self service and live chat. So it’s not a surprise that AI is now deeply ingrained in customer service. From automated responses to increasingly sophisticated AI chatbots, businesses can handle large volumes of inquiries while significantly reducing operational costs. Technology has allowed organisations to solve problems faster, and at a fraction of the cost of human service representatives.
However, there’s always a catch.
This shift towards AI isn’t without drawbacks. Yes, customers appreciate and even expect the speed and convenience that technology has brought to customer service, but there’s a growing sense that something vital is being lost in the process.
A conversation with a chatbot, no matter how well-programmed, lacks the empathy, understanding, and nuance that only human interaction can provide. This can lead to a sense of frustration for customers who have complex circumstances or need help finding a solution to a tangled problem.
Customers are probably not looking for moments of human connection when they access customer support, but working with a good human representative still provides that.
“A chat bot cannot make a person seeking help feel heard, understood, or supported, even if they can provide the necessary resolution.”
The double-edged sword of AI personalisation
Everyone is using AI for personalisation now. From predictive text to tailored shopping suggestions, AI helps businesses offer more targeted and relevant experiences. On paper, this sounds like a win-win for both companies and consumers.
But personalisation via AI isn’t quite the same as the personal touch. When every brand is relying on algorithms, is it really personal? Customers can feel like they’re being treated as data points rather than individuals with unique needs and preferences.
The challenge for businesses lies in balancing AI personalisation with real human connection. It’s not enough to simply use AI to gather data on customers. Companies need to think about how they can integrate that data into a service experience that feels both efficient and genuinely thoughtful.
Remembering that every single customer touchpoint is a reflection of a brand, companies are faced with the challenging task of balancing the speed technology can provide with the connection and flexibility that humans can provide.
Will human customer service become a luxury?
At the moment, technological solutions to customer service are still supported by humans. Self checkouts in supermarkets have human overseers. Online chat for customer service offers the option to ‘talk to a human’. As technology becomes more sophisticated, will we see human customer service become a luxury item? In the same way that vinyl records and handwritten letters were first disdained and then put on a luxury pedestal, will human customer service move into the realm of the concierge, commanding premium prices?
As businesses increasingly prioritise speed and cost-cutting measures, customers may be forced to choose between instant gratification through AI or the slower but more meaningful interaction of a human representative. This future raises important questions about what we value in customer service. Will we be content with instant, but impersonal, AI responses? Or will we begin to yearn for the days when customer service was less about algorithms and more about connection?
Balancing AI for good: the key to sustainable customer relationships
AI isn’t going anywhere, and used correctly, it can be a powerful tool for businesses. But the key is to use it for more than just financial gain. Companies that successfully navigate the future of customer service will be those that integrate AI without sacrificing the human touch.
One way to achieve this is by using AI to handle routine tasks, while reserving human interaction for complex or emotionally charged situations. This creates a best-of-both-worlds scenario where customers benefit from the efficiency of AI without losing the option to connect with a real person when needed.
At the end of the day, it’s not about choosing AI or human service – it’s about using both intelligently to create a customer experience that’s as satisfying as it is efficient.
On rediscovering the value in the analogue
This topic reminds me of a personal experience. 8 years ago, my parent’s house caught fire. They were unharmed but a lifetime of family memories were lost. Years before I had stored my bulky Marantz stereo and all my records there. After the fire, I thought they were destroyed - the stereo, the records, all of it. But a few months ago, while searching for something else, I found a box of those old records that had somehow survived the fire. The excitement and joy I felt in rediscovering them was unlike anything else.
In much the same way, I wonder if we’ll someday rediscover the value of human interaction in customer service. When it becomes a rare commodity, will we be just as excited to experience it again?
Navigating your customer service future
As we look ahead, it’s clear that the future of customer service will come down to choice. Businesses will need to decide how they want to balance efficiency and cost-effectiveness with quality and connection. For customers, the choice will increasingly be between speed and the personal touch.
When the bulk of organisations choose efficiency over customer service, there is a quiet yet powerful opportunity for businesses to surprise, delight, and capture the loyalty of their audience by still offering the human touch.
The future of customer service is evolving – the question is, how will you evolve with it? Will you rely solely on AI for efficiency, or will you invest in human service as a competitive advantage?
At Make It Happen, we believe the future of customer service lies in finding the right balance between AI and human connection. Whether you're looking to streamline operations or create more meaningful customer relationships, we're here to help. Let’s chat about how we can help you navigate the future of customer service for your business.Book your free 30 minute consultation for some tailored advice.