customer experience: why an AI can’t beat the human touch.

There’s no doubt artificial intelligence (AI) is bringing efficiencies and added value to the customer experience (CX) field. Chatbots, for example, are a fast and cost-effective way to handle customer queries, increasing agent productivity by 14 percent, according to one recent study.

Generative AI helps marketing teams craft punchy copy and compelling imagery. And AI data analytics can crunch numbers to identify patterns and predict customer behavior.

But AI can’t be the sole focus of your CX strategy. For a truly personalized customer experience, you need people. So, what skills do humans have that an AI struggles to match?

1. the ability to deal with complex issues

Have you ever found yourself wandering in circles with a chatbot to the point of frustration? An AI is programmed to respond in a certain way to specific prompts.

That can work well for generic inquiries. But what if the customer has a multifaceted issue that's not just about a product malfunction but also involves a billing discrepancy and a time-sensitive delivery requirement? Real people are great at untangling such problems. They listen, understand the nuances and offer solutions tailored to each part of the customer's concern. This kind of personalized care makes customers feel heard and valued, which goes a long way in building loyalty and encouraging them to come back.

2. empathy

An AI lacks the ability to actively listen, empathize and make an emotional connection. In face-to-face interactions, a customer service rep can pick up on body language or see if a client is visibly upset. Call center employees can quickly get a feel for a customer’s mood on the phone from their tone of voice.

Since an AI will miss these cues, it can’t react naturally or with a genuine sense of understanding. And when it comes to building relationships and retaining customers, hearing a sincere apology from a real person feels a lot more authentic than an automated “sorry” from a robot.

3. collaboration and creativity

Customer experience is much more than just handling a query. Sure, an AI chatbot can solve simple issues, but it can't grasp the big picture like a human can.

AI falls short in weaving together a customer's journey to ensure each interaction is a delight. Humans, with their knack for teamwork, bring a richness of creativity and innovation to the table. This collective human touch is vital to crafting experiences that strengthen brand loyalty, something AI alone can't achieve.

4. decision-making

AI tools excel in data analysis, such as pinpointing user engagement patterns on your financial services platform. However, they may fall short in scenarios requiring subjective judgment and personal understanding.

Consider a customer looking for investment advice. An AI can analyze market trends and portfolio performance, but a financial advisor adds a personal touch. They look at the customer's financial goals, comfort with risk and significant life events like planning for retirement or purchasing a house. This human perspective is essential in offering advice that fits the customer's unique situation.