Customer Relationship professions face a complex equation. Clients want autonomy, but without effort. Interactions must be fast, yet remain personalized. The technological landscape, particularly with artificial intelligence tools, must also be considered, without forgetting the emotional aspects of Customer Experience.
So, between AI and human, what kind of experience should be offered to clients? How can we meet the core requirements of CX: personalization, speed—even immediacy of responses—and emotion?
I. AI as an agent: offering the experience of autonomy to clients who want it
One of the new challenges for companies is to allow clients to interact how and when they want, hence the multiplication of channels and the development of intelligent tools. For example, according to an AFRC study (FR), 71% of clients say they want to choose their interaction channel, and they favor digital ones. Clients want to go further: they want full autonomy. This has led to the rise of self-service support such as FAQs or chatbots, which allow them to solve problems on their own.
However, while clients prefer to act independently when possible, human interactions in customer relations remain highly valued. Nearly 90% of French people believe customer services will be managed by AI within 5 to 10 years, but only one-third actually want this (Observatoire des services clients study) (FR). Premium service companies illustrate this well: in such contexts, 24/7 responses provided by qualified advisors leave little room for AI tools.
Between the desire for autonomy offered by digital solutions and the benefits of human interactions, the challenge of Customer Experience remains the same: building coherent journeys and consistent experiences for all.
Companies must identify the key moments and use cases where artificial intelligence and human intelligence each bring the most value. This also depends on the client profiles targeted. For example, human interaction is more relevant for handling subtle after-sales issues, long purchasing processes, or personalized advice needs.
Thus, humans remain essential for their relational skills and ability to manage complex situations. But they must also adapt to the rise of AI. In this context, the role of the advisor is evolving.
II. AI as an assistant to customer advisors, supporting relational excellence
Beyond optimizing internal processes and automating repetitive tasks, AI tools are becoming true assistants for customer advisors. They contribute to a richer, smoother overall Customer Experience.
Placed at the service of advisors, these tools facilitate customer relations. They enable quick contextualization of interactions, review or even generation of written responses, and can summarize conversations when needed. AI can also support tailored training programs for advisors.
Artificial intelligence thus opens a major transformation project for Customer Experience. Humans can fully play their role, provided they are supported. Advisors must be guided in acquiring new skills: “hard skills” (mastering tools, navigating interfaces, leveraging data) and “soft skills” (fostering empathy, strengthening closeness, better capturing emotions). Not to mention the posture required to embody the company’s values.
In the same pursuit of excellence in Customer Experience, managers must also be supported. The challenge is to continue engaging teams and reassuring them about the role of AI in their professions. It is about revaluing their skills and recognizing their human qualities, such as listening and appreciation. It must also be emphasized that technology and human intelligence are equally important.
Conclusion There is no clear-cut choice between AI and human. The goal remains excellence in Customer Experience. This requires care in every interaction and the creation of emotions for the client. Human intelligence and artificial intelligence play together in harmony, like parts of the same score.
