I’m a big advocate for AI and the opportunities it creates for individuals and businesses, but a recent online shopping experience highlighted why getting the balance between technology and people right really matters. After receiving some T-shirts that were far too large, I contacted the retailer about an exchange.
What followed was a series of very polite AI responses, with conflicting information, plenty of apologies and even advice about returning shoes! Eventually, I got the answer I needed, but my confidence in the information had taken a hit.
Then came a customer feedback survey. Fantastic, I thought, here's a business wanting to understand how its AI customer experience is working. I shared my concerns, only to receive yet another apology from the AI agent. It turns out AI was monitoring the AI customer experience too!
AI has enormous potential to improve customer service, but efficiency doesn't always equal a great customer experience. Customers still want to feel heard, understood and confident that someone is taking responsibility when things are not quite right. The real opportunity isn't about replacing people with technology, it's about finding the right blend of both. Otherwise, we risk creating beautifully scripted customer journeys that nobody is actually listening to.
And the twist? I visited the store, where a brilliant staff member sorted everything out. Would I shop there again? Absolutely, because of the human who turned my experience around. Technology can make service easier, but it's often people who make it memorable.
