Editorial
The Gist
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Automation efficiency. Automation works best for repetitive tasks and predictable issues. It improves efficiency without human interaction.
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The value of humans. Human interaction is crucial for nuanced or complex customer needs, and it builds deeper emotional connections with brands.
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Blending human and machine. The key to great customer experience is knowing when to deploy human support and when automation will suffice.
Last week, as I was boarding my flight, the gate agent looked up, smiled, and said, “Mr. Fernandez, congratulations on your 20th HappyMiles anniversary!” That unexpected acknowledgment took me out of my “automated” boarding ritual and gave me a warm glow that lasted beyond takeoff.
Forty-five minutes earlier, I felt satisfied that I could rebook my flight to an earlier one completely from my phone without the hassle of talking to an agent.
This duality rightfully captures a customer experience paradox that most modern brands need to navigate and understand. When should they deploy automation’s efficiency, and when should they invest in the warm, irreplaceable human connection?
Table of Contents
- When Machines Lead Over Humans
- Why Humans Still Matter in Customer Experience
- Using the Right Tools in Customer Experience
- The Human-Digital Experience Matrix
- How Human-Digital Experience Strategies Vary by Industry
When Machines Lead Over Humans
Let’s be honest. There are plenty of moments when we would rather not interact with humans. I am thrilled that I can check my bank balance, make a restaurant reservation or buy my groceries directly on my phone. At these points in the journey, machines aren’t just adequate; they are preferable for many users (although my mom still likes paper checks and the “bank experience”).
A well-designed self-service approach will always have a good return, but it’s easy to overdo it. A good machine-based experience stays in its lane. It flawlessly handles transactional, repetitive and predictable issues. Chatbots shouldn’t try to be our friends; they should try to solve our problems faster than humans could.
Related Article: Allow Customers to Control Their Narratives for Improved CX
Why Humans Still Matter in Customer Experience
Yet there are moments when even the most sophisticated user experience algorithm can fall catastrophically short, especially when nuance, empathy and genuine human connection become indispensable.
And here again, the paradox steps in. A staggering 68% of consumers globally say that they are fed up with not being able to speak to a real person when they want to.
More remarkably, 57% of buyers report being less likely to buy from a business that uses chatbots instead of real people to resolve customer service issues.
For brands, the message is clear. Having humans in the customer journey is not just a preference; it’s a business strategy that directly impacts customers’ purchase decisions. These automated technologies have been gaining popularity for their cost-saving capacity, but brands also need to keep track of the value generated by the old way of doing things.
This is because we tend to be more connected to brands to which we have strong emotional connections, and these bonds go beyond mere satisfaction. Therefore, the goal should not be efficiency, but connection.
In my airline experience, that human touch didn’t add any transactional value, but it added a huge human one. That gate agent wasn't working from a script. She was empowered by systems that flagged the milestone and a company culture that encouraged personal connection.
Using the Right Tools in Customer Experience
The key question is not whether brands should choose human or machine interactions, but when each creates the optimal experience. The human-versus-machine debate usually misses the point entirely. Chatbots are not great because they reduce costs; they are great because they solve users’ problems quicker.
But in the scenarios when they don’t, there should be a human waiting behind the phone. As Microsoft CEO Satya Nadella once said, “Ultimately it is not going to be about man versus machine. It is going to be about man with machines.” It’s important to orchestrate both approaches and play into each of their strengths. Each brand has to define its tone.
To better understand this need, I have developed what I call the dynamic experience framework (DEF). It provides a structured approach to mapping and designing better customer experiences that can adapt to changing needs. The goal is to deploy the right type of technology platform to enrich the experience and blend it with the experience itself. The framework starts with the human-digital experience matrix, which distinguishes four key arenas.
Related Article: Getting Full Benefits of AI-Human Collaboration in Customer Service
The Human-Digital Experience Matrix
Editor's note: The following table integrates the four experience zones, their core characteristics, risks, and mitigation strategies from both images. The model's value lies in its capability to provide experience creators (design, tech, CX, business, and front-line teams) with a simplified model to design complex service ecosystems. For example, it is easy to identify (and tackle!) risks on each stage:
| Zone | Description | Examples | Value Driver | Customer Mindset | Risk | Mitigations |
|---|---|---|---|---|---|---|
| Efficiency Zone | Routine transactions, status checks | Mobile banking, self-check-in | Speed and convenience | “Just let me do it quickly.” | Digital alienation. Automation is efficient but can leave customers feeling trapped and frustrated when their needs fall outside standard parameters. | Identify “escape hatches” to human support. |
| Enhanced Zone | Complex service that benefits and requires both human touch and human efficiency | Telemedicine, Uber | Personalized service | “I want personal attention, but modern convenience.” | The “Uncanny Valley” effect. When technology tries to augment human behaviour but falls short. | Continuous testing of tech-human interfaces, real-time monitoring, clear fallback procedures. |
| Basic Zone | Simple, straightforward services or transactions | Traditional self-service options | Simplicity | “I just need to get this done.” | Neglect it. Degrade simple services by not putting attention to them. | Scheduled maintenance and updates, regular testing, periodic reviews. |
| Traditional Zone | Complex emotions of high-stakes situations | In-branch banking, face-to-face consultations | Trust and relationship building | “I need someone to really understand my situation.” | Inconsistency between human-led interactions and tech touch points. | Robust SOPs, regular staff training, clear escalation pathways. |
Defining Metrics for Each Experience Zone
It is also easy to define KPIs and metrics here. For example, the efficiency zone can be measured by task completion time and error rates, while enhanced connection focuses on CSAT and personalization recognition. Traditional connection is assessed through relationship depth metrics and NPS, and basic service is tracked by utilization rates and fallback frequency.
The idea is that this forces people to think about their experiences and the technologies that guide them through a new experience with a strategic lens. For example, it can be extended to map teams responsible for each arena, marketing material, budget allocation, training needs and governance. It can even be a virtual layer of your existing ecosystem.
Mapping Real-World Journeys Across Zones
Although many industries will lean more towards the efficiency, enhanced or traditional zones, any complex industry will have journey points in each zone. Keeping with the airline example, here is a simplified journey for the airline industry. A passenger might start by booking their ticket through an airline app (efficiency) and proceed to drop their bags with the help of a kiosk (efficiency). Then at boarding time, they receive a personalized milestone greeting at the gate (enhanced), get proactive flight delay notifications with immediate chat support options (enhanced), have a seat-swap dispute skillfully handled by a flight attendant (traditional) and finally reference a basic printed safety card (basic).
However, with this framework as a starting point, it’s easy to fit in any industry. Think, for example, of the QSR industry. A sample path could be something like this. The process begins when a customer orders a combo via mobile for curbside pickup (efficiency). License plate recognition then triggers the hand-off (efficiency). A runner greets the customer with a loyalty-based free dessert (enhanced). If there’s an allergen concern, the manager resolves it in person (traditional). The app then upsells a milkshake, and the staff delivers it (enhanced). Finally, a self-serve fountain allows the customer to refill their drink (basic).
How Human-Digital Experience Strategies Vary by Industry
Here is a table on how this approach would work in some of the most common industries:
| Industry | Efficiency | Enhanced | Traditional | Basic |
|---|---|---|---|---|
| Airline | • Mobile boarding pass • Kiosk baggage drop-off • Push delay notifications • Self‑service seat changes | • Gate‑agent milestone greeting (tablet alert) • Crew chat via seat‑back screen • One‑tap rebooking with live‑chat fallback | • Unaccompanied minor hand‑off • First‑class pre‑flight welcome • Special‑assistance escort | • Clear way‑finding signage • Printed safety cards • Self‑tag bag kiosks |
| Hotels | • Mobile key entry & auto check‑out • Chatbot amenity requests • Robot luggage delivery | • VIP facial‑recognition check‑in with concierge tablet • Smart‑room presets + butler override | • Surprise occasion planning • Sommelier‑led tastings • Event‑contract negotiation | • Towel & ice stations • Lobby shuttle schedules • Self‑serve business center printers |
| Healthcare | • E‑prescription kiosk • AI symptom‑checker app • Online scheduling & bill pay | • Telehealth with AI triage • AR‑aided surgeon consult • Remote PT via motion sensors | • Diagnosis‑delivery consult • Behavioral health therapy • Complex care coordination | • Hospital way‑finding • Check‑in kiosk • Rx refill drop box |
| Banking | • ATM cash & check deposit • Mobile check capture • Chatbot fraud alert | • Video mortgage advisor with co‑browse • Predictive Analytics RM session • AR cash‑flow review for SMB loans | • Estate‑planning consult • Private‑wealth advisement • Fraud dispute resolution | • Coin counter • Statement printer • Loan payment drop box |
| Luxury Retail | • Contactless mobile checkout • Virtual try‑on mirror • Automated returns kiosk | • Personal shopper with AR history overlay • VIP event check‑in (face ID) • Smart fitting‑room sizing advice | • Bespoke tailoring • Gemstone selection • Collectible authentication | • Gift‑card kiosk • Return‑label printer • Fragrance‑sample dispenser |
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The dynamic experience framework attempts to reflect on how most of us approach the world today in a digital-human way. We don’t only shift channels, but we also shift expectations on each channel, while expecting consistency across interactions. It is not a model of “or” but a model of “and” between human-based and digital-based interactions.
AI is forcing most technological foundations to evolve quickly, and user expectations will shift. Still, the CX principles will remain constant. Meet customers where they are, anticipate their needs, and make them feel valued. Brands that master the art of using technology to create deep emotional links with their customers will keep their customers happy. The goal is not only to improve customer satisfaction, but also to build models that are as adaptable and resilient as the customers they serve.
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