Many companies are using AI tools to make their customer service more efficient, for example, using chatbots to automate routine enquiries. But the real challenge with this is achieving the right balance between automation and human interaction, as a faceless customer service team can cause more harm than good.
We understand this first hand through our own customer management team, but we also experienced it recently ourselves during the Heathrow closure. Stuck in a foreign city on a business trip, we found ourselves in the dark, with no contact from British Airways. Yes, it was an unprecedented situation – but how many people would have felt reassured by even a little contact or the chance to speak to a real customer service representative? We completely understood the complexity of the moment, but it really highlighted how vital good customer service is – and just how much value human interaction brings, especially when things go wrong.
In this article, we’ll look at the advantages and drawbacks of AI and human support, along with how effectively combining the two can improve customer service. This approach should allow customers to receive prompt assistance whenever they need it, while still being able to reach a human for their more delicate or complex needs.
Chatbots
The advantages
Chatbots are great when positioned as a first line of defence for customer service teams and can make processes much more efficient by handling routine questions and common issues. Since they’re able to reply 24/7, customers can receive instant support, even in the middle of the night, which reduces wait times and keeps things running smoothly.
Chatbots offer scalability which makes them ideal for handling unpredictable demand without having to pay more for support. They can give consistent answers and manage repetitive tasks, such as answering FAQs or processing simple orders, making them an asset for sorting the easy work within customer service. This of course works in our favour too, because while we’re resting or recharging, chatbots can free up our time to focus on the more complex situations when we’re back online.
The drawbacks
While chatbots can be powerful tools, they have their drawbacks too. When faced with complex questions or situations that fall outside of their programmed responses, they can fall into error territory. It’s no surprise that experiencing a confused chatbot that doesn’t have the emotional awareness can lead a disgruntled customer to feel even more disengaged. This is why human support still plays a crucial role in customer service, especially when customers are looking for reason and empathy.
For example, a customer might ask, “Can I change my flight due to an emergency” – and the bot replies with a generic policy on fight changes, prompting a loop of repeated and unhelpful responses.
Automated phone services
The advantages
Automated phone services offer around-the-clock availability and support. They can quickly re-route calls and provide instant answers to common queries, reducing wait times for customers. These automated phone service systems can help cut costs by handling routine enquiries and pointing customers in the right direction without our involvement and can manage high call volumes without delays. They can also help ensure the customer gets through to the right team – one that’s equipped to deal with their specific issue – making the overall experience smoother and more efficient.
The drawbacks
That said, automated phone systems lack flexibility, which can lead to frustrated customers due to confusing menus and misinterpretations. We’ve all been stuck in an endless loop where all we want is to speak to a human, and the system fails to understand, causing our patience to grow thin. What’s important is that there is always an option to speak with the customer service team since not everyone will fall into the preset categories of the automated phone response. This is especially true for the less tech-savvy or older generation, who often just want to speak to someone directly without dealing with AI.
Automated emails with CRM
The advantages
Order confirmations, promotional offers and annual reminders can be automated in emails without the need of manual input, saving time and ensuring consistency. They can be personalised using customer data – even at scale and in a timely manner. For example, in trade accreditation programmes, automated emails can be used to prompt users to complete their application and assessment process. Guiding them through each stage of the journey with timely and personalised nudges helps them to remain engaged.
The drawbacks
If automated emails aren’t properly targeted, they can risk becoming irrelevant and can lead to customers disengaging with the brand or unsubscribing. Also, errors in automation can cause confusion, and automated systems may not adapt well to complex or unique customer queries, which can then cause an influx of customers that need human follow up.
Replies on social
The advantages
Social platforms like Twitter are now the go-to for customers looking for quick responses. Auto-replies can help manage expectations by confirming receipt and giving customers an idea of response time.
The drawbacks
When customers tag a business directly in a public post, it requires human-led action to resolve the issue, satisfy the customer and to protect brand reputation in a visible space. Auto-replies aren’t enough – customers expect answers from a person fast. The brand’s tone can easily be misinterpreted and not all queries can be resolved publicly, often needing escalation behind the scenes. Managing this well takes human judgement, speed and coordination.
The future of AI in customer service
AI offers faster response times, reduced manual work and more streamlined processes. When used well, it can take the pressure off your support teams by handling the boring and repetitive tasks and freeing them up to do the strategic work without having to sacrifice quality.
It’s important to remember that AI is only a tool and it’s there to make your job easier, not harder. To get the best results, find the right balance between automation and the human touch. Set up clear customer journeys so your customers can always access your teams when they need it – because what you don’t want is to add more frustration to the mix and leave your customers in an endless robotic loop. When done right, AI can enhance the customer experience and improve internal support without losing the personal connection that people value greatly.