As technology advances, so too does customer experience (CX). With the rise of automation, many businesses wonder if the human touch is still necessary.
After all, if a machine can do the job just as well (if not better), why keep humans around? That said, is it possible for CX to exist without human interaction?
Need for the Human Element
It’s generally understood that human agents comprise a critical component of the CX matrix, as interactions with people often shape a customer’s perception of a company.
According to the Salesforce State of the Connected Customer report, while 65% of customers said they prefer self-service for resolving simple matters, 83% expect to interact with a human agent when they need to get in touch with a company, and 82% said they expect to solve complex problems by talking to a person.
Customer service agents are often the face of the organization and the primary point of contact for customers. How an agent interacts can significantly impact a customer’s overall experience with a company.
Their ability to engage with customers personally and empathetically provides a human element no machine can emulate — at least not to date.
Pros and Cons of Automating CX
The potential benefits of automating customer experience include increased efficiency, improved accuracy, and the ability to scale. These technologies also have the potential to significantly enhance customer service operations, which could lead to improvements in critical metrics, such as AHT, FCR, NPS, and CSAT.
However, automating CX can take the human touch out of the experience, as automation may not be able to provide the same level of empathy and understanding as a human agent does, leaving a void that automation alone can’t fill.
A Better Way: Combine Humans and Automation
It’s essential to recognize that humans play a crucial role in CX, even as automation becomes more prevalent.
Although IVAs can provide a “human-like” customer experience while also taking advantage of automation’s efficiency and cost savings, companies can create a holistic customer experience that considers the entire customer journey using a blend of automation and human interaction.
At Interactions, we believe in the power of AI-assisted human interaction to offer the best customer experience.
To learn more, speak with one of our sales associates or request a product demo.
