Creating Customer Experience: ‘Can modern business still feel human?’

In a world where competitors can easily replicate tangible elements—product, price, place, promotion, processes and physical evidence—true and lasting differentiation comes from the human factor. Empathy remains one of the last authentic competitive advantages

 The fact remains: ‘technology can deliver efficiency, but only humans can over-deliver with empathy 

Digital Paradox 

In the fast-paced journey towards digitisation, many companies overlook a simple truth: customers are human beings, not data points. Artificial Intelligence (AI), chatbots and self-service portals promise efficiency and accuracy in what they deliver. However, these tools often risk stripping away the emotional connection with customers – the very connection that builds loyalty. Therefore, greater emphasis must be placed on ensuring that digitization does not lead to standardisation or robotisation but instead promotes customisation and personalisation. In this process, think of shifting from ‘Tech to Touch’, using technology to capture customers’ attention and strengthen emotional connection. This is the paradox of modern service: the more digital we become, the more human we must be. 

Artificial Intelligence versus Human Intelligence

Of course, technology, commonly referred to today as Artificial Intelligence (AI), can replace humans in specific areas, by excelling at repetitive, routine and mundane tasks thus improving efficiency. AI’s main advantages include enhanced productivity through automation, improved decision-making through data analysis, and round-the-clock operational capability. It is well established that AI-based systems are fast, accurate and consistently rational. Yet they are not intuitive, emotional or culturally sensitive, qualities that make humans truly effective. 

AI lacks the Emotional Intelligence (EI) and creativity that are inherently human. While AI can recognise and analyse emotions to some extent, it may not have the capability to truly understand the implications or to respond in a meaningful way. AI abilities depend largely on the data it processes. Humans, by contrast, are more capable of imagining, anticipating, feeling and exercising judgment in changing situations – abilities that AI still struggles to emulate.

Human intelligence includes a deep understanding of emotions and behaviour. This allows humans to shift focus from short-term to long-term perspectives. People have the ability to understand and relate to the feelings of others, strengthening relationships and social interactions. In this context it is evident that humans remain superior to AI in areas requiring emotional depth and adaptability. A complete replacement of humans by AI is unlikely in the foreseeable future. The more realistic future involves collaboration between humans and AI, where technology enhances human capability allowing us to work more effectively and harmoniously in serving human interests. This synergy could ultimately drive economic growth and create more job opportunities. 

Tech to Touch – Empathy

Empathy is the ability to understand and share another person’s feelings. In customer service, it means recognising the emotional context behind a request. Organisations that consistently train their staff in empathy earn customer trust more quickly. According to PwC research 82% of customers want more human interaction in the future, not less. 

Empathy in Action – Personal Experiences

• Case Study 1

Recently I visited a bank for my regular banking requirements. I was greeted by a Banking Assistant (BA) near the counter where deposit slips were usually kept. To my surprise there were no slips available. The Banking Assistant explained: “As part of our ‘go green’ initiative, the bank has presently eliminated paper slips. You can now scan the displayed QR code to complete your transaction.”

Seeing that I needed help with this new tech-based process, she kindly offered to assist me. She registered my account details on my mobile phone and patiently explained how I could perform future transactions conveniently using the bank’s mobile app.

This young Banking Assistant, perhaps from Gen Z, demonstrated positivity, friendliness, kindness, patience and the ability to get things right the first time. Her proactive help in guiding me through the new QR code left a lasting impression on me and enhanced my perception of the bank. It was a small gesture but created a meaningful and memorable customer experience. 

• Case Study 2

On another occasion, I ordered a specialised microphone from an authorised seller overseas. The item was to be delivered directly to my nephew who lives in that country, who planned to hand-carry it to Sri Lanka during his holiday. The seller assured delivery within ten working days, and I placed the order 13 days before my nephew’s departure, leaving a few extra days for any unexpected delays.

I received a tracking link from one of the world’s largest courier companies. However, toward the end of the delivery period, the tracking status stopped updating. It showed that the package had arrived in my nephew’s city but was held up due to an extended holiday period. Our only option for contact was a 24-hour ‘Customer Service’ hotline. Unfortunately, every attempt to reach a representative went to voicemail, and no one returned our calls.

As a result, my nephew left the country without the microphone—an item I had planned to use for a keynote speech just days later.

This experience left me questioning: what is the value of advanced technology if it fails to meet a specific customer need? A simple human intervention could have resolved the issue. 

The role of the ‘Empathy Agent’

Tech-based solutions should be designed to anticipate customer needs proactively, not just respond to them. Even automated messages can sound warm, specific and human. When a bot cannot resolve an issue, it should seamlessly transfer the customer to a human agent with full context, sparing them from having to repeat information. In emotionally charged situations, empathic human agents – sometimes referred to as ‘Empathy Agents’ – cannot only solve problems but also provide reassurance to customers during difficult moments. 

A competitive necessity 

In a world where competitors can easily replicate tangible elements—product, price, place, promotion, processes and physical evidence—true and lasting differentiation comes from the human factor. Empathy remains one of the last authentic competitive advantages. Those who master it at scale will make their brands not only efficient but also irreplaceable.

It is a fact that technology, no matter how advanced, can never replicate everything humans create. Art forms such as painting, music, video games, architecture, and fashion—products of human imagination and craftsmanship—will always hold special value. In an AI-saturated world, the worth of human-made creations will only rise. As the saying goes, “What is made of glass still has class.”

Similarly, in a rapidly evolving technological market place, people will continue to play a vital role in delivering services with a human touch – something customers deeply appreciate. The fact remains: ‘technology can deliver efficiency, but only humans can over-deliver with empathy.’

 

(The writer is a sought-after ‘Customer Experience’ specialist in Sri Lanka. Over the last three decades he has conducted nearly 3,500 inspirational and educational programs for over 800 organisations in 11 countries. His work can be seen at www.dhammikakalapuge.com.)