While I, like every other person, believe that AI is a game-changer in the economy of the future, I don’t believe that it will be able to replace empathy in certain roles that require it.
Recently, I used a shipping company to send a package abroad. It should’ve been a simple transaction. But what I experienced was a masterclass on how not to design an automated service.
From drop-off to delivery, every part of the process had been automated. The drop-off kiosk was unmanned. The address labelling was auto-generated; you just had to slap it on the package and hand it over to the cashier at their supermarket that hosted the delivery company.
Even the complaints and customer service were fully handled by chatbots and voice prompts.
Initially, it sounded very efficient, except that as I write(over 10 weeks after I had sent my package), it has still not been delivered.
And when I tried to find out what was going on, I hit a wall.
The voice prompt system repeatedly misread my order reference number.
There was no way to speak to a human. And when I was finally able to speak with a human, I did not receive any significant help apart from the cliched “I am sorry about your experience”.
My conclusion: inefficiency wrapped in automation is when nobody takes ownership.
The Myth about “Full Automation”
We’re living in a time where AI and automation are being rapidly adopted, and for good reason.
If well executed, automation is a game-changer. Processes are sped up, errors are reduced, cost is lowered. But when automation is implemented without service thinking, it creates more problems than it solves.
Many organisations forget that automation is supposed to focus on the customer, not on your business.
Technology is not the same thing as service
From my experience with the shipping company, I could tell that they have a series of disconnected tools, not a connected experience. No empathy. No escalation path.
No real accountability. It was efficient in theory, but ineffective in reality.
This is the difference between automating a process and designing a service.
Service Design Starts With the Customer!
As a service designer with a business analysis background, I often witness this phenomenon.
I see automation rolled out to save money or impress stakeholders. I see customer journeys assumed, not researched. I see touchpoints removed without considering edge cases.
In many cases, systems are built to reduce effort for the company, not the customer.
True service design asks different questions:
- What does the customer need in moments of uncertainty?
- How do we balance efficiency with empathy?
- Where does human support add critical value?
The Danger of Over-Automation
Automation should be an enhancement, not a barrier. When technology creates distance instead of clarity, it leads to:
- Frustrated customers
- Brand erosion
- Broken trust
And ironically… higher costs in recovery
Is there a Better Way?
This is not a case against automation. As a digital transformation advocate, I can tell you categorically that automation is not the enemy. It must be implemented with intention.
That means:
- Real customer journeys must be mapped
- Fallback mechanisms must be designed for complex cases
- Humans must be kept in the loop, especially when things go wrong.
- Real tests must be carried out with real customers.
My Verdict!
Your service is not just the product you deliver. it’s the experience people have while trying to get it. So before you automate everything, ask yourself:
“Are we making this easier for us, or better for them?”
Because in the end, people don’t remember how smart your AI was. They remember how your service made them feel.
