Customer Service

The strategic embrace: Blending automation and AI power with the human touch to drive customer relationships

Retailers face a tricky balancing act: using technology to make life easier for customers while keeping the human connection that builds loyalty and trust. Automation can do a lot, but it’s the people behind the scenes who turn a good experience into a great one.

Photo: Adobe Stock

June 11, 2025 by Jeanne Duca — Chief Marketing Officer, BCN

Today's retailers face a tricky balancing act — using technology to make life easier for customers while keeping the human connection that builds loyalty and trust. Automation can do a lot, but it's the people behind the scenes who turn a good experience into a great one. Finding the right mix is key.

Why strong relationships matter

Customer relationships aren't just about solving problems or closing deals, they're about creating experiences that make people want to come back. A great relationship turns customers into advocates who recommend your brand to others. It builds resilience, loyalty and long-term success.

In a world full of choices, where switching to a competitor is just a click away, the strength of your relationship can be the deciding factor.

Where automation helps

Technology plays a big role in making customer service faster and more convenient. AI chatbots can answer FAQs, update account info, and guide people through basic tasks like password resets — all without making them wait. Automation also gives customers 24/7 access to help, no matter the time zone.

Plus, AI can personalize interactions by remembering past purchases, preferences, and browsing habits. A well-timed product suggestion or reminder can feel surprisingly personal when done right.

Handled well, automation makes life easier for both customers and businesses by clearing the simple stuff off the table.

Where humans make the difference

But not everything should be automated. When a customer has a complex problem, feels frustrated, or just needs someone to listen, real people make the difference.

Human agents bring empathy, creativity, and critical thinking to situations that a chatbot simply can't handle. They pick up on tone, body language (when on video), and subtle cues that AI often misses. That emotional connection can turn a bad experience into a loyalty-building one.

People also want reassurance that someone cares about their issue, not just that it's being processed.

How to find the right balance

Getting it right means building a customer experience that blends automation and human touch points thoughtfully. Some steps to help:

Map the journey: Understand where customers prefer quick automation and where they expect real human interaction. Not every moment needs a live agent — but key moments definitely do.
Personalize both sides: Use customer data to personalize responses, whether automated or human. A little context goes a long way toward making interactions feel meaningful.
Give your team the right tools: Empower agents with real-time insights, smart search tools, and access to customer history. The more informed they are, the better they can help.
Make handoffs smooth: When a customer moves from a bot to a person, make sure the transition is seamless. They shouldn't have to repeat their story.
Train for human skills: As tech handles the easy stuff, focus on building human skills like empathy, listening, and creative problem-solving in your team.
Listen and adjust: Regularly gather feedback about both automated and human interactions. Look for patterns and tweak your approach to improve the customer experience.
Be honest: Customers appreciate knowing if they're chatting with a bot or a person. Transparency builds trust.
Meet customers where they are: Some customers love self-service; others prefer talking to a human. Offer choices and make every channel as seamless as possible.

The future is human (with a little help from tech)

In the end, it's not about choosing between technology and people, it's about bringing them together in a way that makes the customer journey smoother, faster, and more personal.

Strong customer relationships will always be built on trust, empathy, and real connections. Technology is a powerful tool, but it's the human moments that make customers feel valued — and keep them coming back.

About Jeanne Duca

Since joining BCN in 2016 as Vice President of Marketing, Jeanne Duca has leveraged her years of expertise in brand management and channel marketing to elevate BCN’s brand presence and market influence. Her leadership has been recognized industry-wide, most recently, as one of 2024 Top 50 Women Leaders of Massachusetts. As CMO, she leads BCN’s marketing strategy, focusing on brand innovation, digital transformation, and delivering compelling experiences. Ms. Duca holds a B.S. in Advertising from the Newhouse School of Public Communications at Syracuse University.

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