There seems to be a lot of controversy and questions surrounding AI being used to support customers. The customer experience can be enhanced with AI, but it can also derail and cause customers to head to the competition.
Last week, I wrote an article title Just Because AI Can Do Something, Doesn’t Mean It Should. The gist of the article was that while AI has impressive capabilities, there are situations in which human-to-human interaction is still preferred, even necessary, especially for complex, sensitive or emotionally charged customer issues.
However, there is a flip side. Sometimes AI is the smart thing to use, and eliminating human-to-human interaction actually creates a better customer experience. The point is that just because a human could handle a task doesn’t mean they should.
Before we go further, keep in mind that even if AI should handle an issue, my customer service and CX research finds almost seven out of 10 customers (68%) prefer the phone. So, there are some customers who, regardless of how good AI is, will only talk to a live human being.
Here’s a reality: When a customer simply wants to check their account balance, reset a password, track a package or any other routine, simple task or request, they don’t need to talk to someone. What they really want, even if they don’t realize it, is fast, accurate information and a convenient experience.
The key is recognizing when customers value efficiency over engagement. Even with 68% of customers preferring the phone, they also want convenience and speed. And sometimes, the most convenient experience is one that eliminates unnecessary human interaction.
Smart companies are learning to use both strategically. They are finding a balance. They’re using AI for routine, transactional interactions while making live agents available for situations requiring judgement, creativity or empathy.
The goal isn’t to replace humans with AI. It’s to use each where they excel most. That sometimes means letting technology do what it can do best, even if a human could technically do the job. The customer experience improves when you match the right resource to the customers’ specific need.
That’s why I advocate pushing the digital, AI-infused experience for the right reasons but always – and I emphasize the word always – giving the customer an easy way to connect to a human and continue the conversation.
In the end, most customers don’t care whether their problem is solved by a human or AI. They just want it solved well.
