How automation should be mixed with human contact for ideal customer service

Graham Ede

This article examines what companies need to understand about the complex connection between automation and the human element in the customer-brand relationship if they are to shape better business strategies.

In the field of customer experience management, it is still all too common for businesses to coast along on perceptions of customer preferences rather than hard data analysis. The efficiency and effectiveness of the customer experience is, however, crucial to the success of any business, affecting loyalty and profits directly, and deserves more careful thought and strategic planning. Yonder Digital Group decided to test some widespread assumptions by commissioning a survey of one thousand UK consumers from independent research organisation MindMetre Research in January 2017.

First, do live customer service agents still have a role to play in customer services?...

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