Human Touch in a Digital World: Why It Still Matters in Customer Service
Humans are what keep “Commerce Alive,” while machines are what propel it to move a bit faster. Do you think there will be a day when a bot will demand to speak to another bot? Most likely not, well, at least for now, I think.
“Understanding customer psychology involves decoding the mental processes that drive customer behavior. This may include their thoughts, emotions, perceptions, and motivations.
A good grasp of these elements allows you to anticipate their needs, respond effectively to their concerns, and create a more personalized and fulfilling experience. In a contact center, this means recognizing not just what customers are saying, but why they are saying it. Source: CX Today.”
Agents of the human type should not have to worry or feel compelled to compete with a machine, it’ll be crazy to even try. Instead, learn how to harness the power of these tools for trade, not outdo one.
The Psychology Behind Human Connection in Customer Support
We all know speed is king when it comes to business. Faster checkouts, faster service, faster everything, because time equals money, right? But what if we told you that slowing things down just a little could do wonders for your brand’s long game?
Take for example, back in 2023, a Dutch supermarket chain, Jumbo, created a ‘slow’ checkout lane known as Kletskassa (which means slow check out). Instead of pushing customers through the checkout like a production line, they introduced something different: a “slow checkout” lane. Not the fastest, but the warmest. It’s where elderly or lonely customers could take their time, talk, and connect, all while getting their groceries.
Now here’s the thing: while that might not make the cash register ring faster, it does do something just as valuable: it builds brand love. Imagine the emotional connection formed when a brand goes the extra mile for someone’s grandma. That sticks. That story gets passed down. And suddenly, the brand becomes more than just a store, it becomes family.
The same idea applies digitally, too. Think about VIP or priority customer support, like in banking, where top-tier clients get immediate, human help. That’s not just about convenience. That’s about recognizing value and offering a personal touch that people remember.
Because when you make someone feel important, they don’t just come back, they bring others with them. Let’s be real, nothing beats the power of word-of-mouth.
Right to speak to a Human
“Customer service doom loops” is the stuff of every consumer’s nightmare. Chances are, you’ve been stuck in one before. It’s not a new problem either. These loops date back to the 1980s and early 1990s, when companies first began using IVR (Interactive Voice Response) systems alongside PABX (Private Automated Branch Exchange). The goal? Route calls to the right department. The reality? Customers often got bounced around, landing in the wrong place.
By the time they reached an actual human, the damage was done; the poor customer service rep would take the full brunt of a frustrated customer’s fury.
Fast forward to today, and while tech has evolved, the frustration remains. Here in Malaysia, full automation has become the norm, with AirAsia being one of the earliest adopters. But with that came a flood of complaints: customers stuck in FAQ loops, unable to get real help, missing flights, wasting time and money. The digital version of the same old doom loop.
And here’s the truth: sometimes, all people want is to talk to someone, a real person who can understand the problem, not just point them to a generic article. Automation has its perks, but when it completely replaces the human touch, it’s no longer customer support. It’s just a system.
With a collective complaint from consumers, lawmakers in the EU are drawing up a mandate for “the Right to Talk to a Human” In Customer Service, the target year of 2028 as part of the consumer protection law.
For countries under the EU to draw up such laws proves that customers, at the end of the day, still very much prefer to speak to human agents directly in solving their problems. Will Malaysia follow suit? While here in Malaysia does not have these laws as yet, our current Consumer Protection Law (CPA) 1999 would be the governing guideline protecting customers.
For countries under the EU to draw up such laws proves that customers, at the end of the day, still very much prefer to speak to human agents directly in solving their problems. Will Malaysia follow suit? While here in Malaysia does not have these laws as yet, our current Consumer Protection Law (CPA) 1999 would be the governing guideline protecting customers.
Real Stories of Human Support Saving the Day
Legacy companies and great leaders know the importance of human intervention in ensuring the continuous growth of a company. Financial institutions such as First Direct and health insurers like Medibank use creative ways to enforce human agents and traditional voice calls in providing exceptional customer support.
a) Prioritizing Human Interaction
First Direct, a subsidiary of HSBC, has carved out a name for itself by delivering outstanding customer service centered on fast responses and real human connection. With a team of 1,640 staff managing 14,000 calls each day, the bank ensures customers are always heard, so much so that even the CEO regularly joins the frontlines to take calls. This hands-on approach has consistently placed First Direct among the top performers in customer experience rankings. Source: The Times.
b) Boosting customer support by localizing the support
As Australia’s largest health insurer, Medibank took a bold step to transform its customer experience by implementing a “geofence” system—an innovative approach that routes customer calls to local support teams rather than centralized call centers. This shift not only fostered more relatable and culturally aware interactions but also made customers feel truly understood and valued. The results speak volumes: a 15% rise in Net Promoter Score and a 20% improvement in first-contact resolution. Medibank’s strategy proves that when support feels closer to home, satisfaction naturally follows. Source: Medibank blog.
AI vs. Human Support: What Works by Industry
We Still Prefer the Human Touch in Customer Service
In an age where automated self-service is rapidly gaining ground, Malaysians continue to value the comfort and clarity of human interaction. The study highlights this preference, revealing that 45% of Malaysians favor connecting with a live agent through online live chat or social media, while 43% still reach for the phone to speak directly with someone. These numbers paint a clear picture: despite the convenience of automation, the human touch remains deeply rooted in the way Malaysians seek support, offering reassurance, empathy, and a sense of being truly heard. Source: Malaysian Business.
The human touch still matters even in an AI-driven world.
Industries like travel, hospitality, and insurance are embracing generative AI to modernize customer service. From chatbots handling common inquiries to AI tools streamlining bookings and claims, digital transformation is clearly in full swing.
But here’s what’s interesting: they’re not replacing people, they’re reinforcing them.
Recognizing the value of real, human interaction, these industries are doubling down on empathy-driven support. Travel agents who listen, hotel staff who care, insurance agents who explain with clarity, these are the people who build trust and long-term loyalty.
While AI boosts speed and efficiency, it’s the human professionals, skilled, empathetic, and intuitive, who turn a transaction into a relationship. The winning formula? A smart blend of tech and touch. Companies that master this balance are not only improving customer experience (CX), they’re also seeing real business impact in the form of higher retention and revenue growth.
How to Make It Easy to Speak to a Human (Without Frustrating Your Users).
Technology bridges the gap, empowering human agents and businesses alike. With rapid advancements in technology, human agents can now connect with customers more seamlessly than ever, without being overwhelmed by emotional strain or inefficiencies. This evolution isn’t just a win for large corporations; it’s a game-changer for small and medium-sized enterprises, too. CX partners like Accordia Global offer tailored solutions that fit businesses of all sizes. By making technology adoption more efficient and cost-effective, companies can now deliver smarter, more empathetic customer experiences, proving that the right tech, paired with the right people, creates powerful possibilities.
a) Chatbots to live chat agents.
From AI Chatbots to Live Agents
Today’s customer journey often begins with a bot, and that’s not a bad thing. AI-powered assistants like Accordia ACE AI Chatbot are designed to create smooth, intelligent first-touch experiences. Whether it’s pulling up FAQs, guiding users to the right department, or serving as a smart directory, ACE handles the basics with speed and accuracy.
But when the questions get complex, it doesn’t end with the bot, it seamlessly hands over to a human live agent.
This smart handover is where AI truly shines. On a live chat screen, for instance, while a customer is still typing, ACE can begin suggesting instant responses based on intent recognition and previous queries. This allows human agents to step in with full context, making replies faster, smarter, and more empathetic.
This gives a customer experience that’s intelligent, efficient, and deeply human. Customers get the prompt answers they need, feel seen and heard, and walk away with a sense of personal connection, all powered by the perfect blend of AI and human support.
b) Upping a level with AI Voice Bots
Not every company needs the same solution, but if your business handles high call volumes, multiple departments, or complex customer journeys, AI Voice Bots might just be your next big move.
Think beyond the old-school “Press 1 for this, Press 2 for that.” Modern Conversational IVR, powered by AI, understands natural speech, not just button inputs. It listens, interprets, and gets callers where they need to be fast and frustration-free.
For outbound calls like payment reminders, appointment confirmations, or follow-ups, AI Voice Bots can handle these tasks 24/7. They can deliver messages, confirm details, and log responses automatically. This means no need for a human agent, saving time and reducing operational costs.
By automating routine outbound interactions, your business can provide constant, round-the-clock support while freeing up your agents to focus on more complex tasks..
c) Accordia-Ai Omnichannel powered solutions: The Perfect Blend of AI Power and Human Touch
Accordia-AI Omnichannel Solutions bridges AI efficiency with human empathy, delivering seamless, high-quality customer experiences across live chat, email, social media, and voice.
AI handles routine tasks like FAQs and confirmations quickly, while complex or emotional issues are smoothly handed off to human agents, complete with conversation history for personalized, empathetic support.
By tapping into your CRM and knowledge base, Accordia-AI ensures every response feels tailored and consistent, no matter the channel.
It’s not just automation, it’s a smart, connected journey that values both speed and the human connection that builds loyalty.
The Future Isn’t Just AI, It’s AI with a Human Heart
As technology continues to evolve, the most impactful solutions won’t come from AI alone but from AI thoughtfully designed to work with people. It’s about blending machine efficiency with human empathy. One should not fear, but embrace.
Whether it’s a voice bot that understands tone or a CRM that anticipates customer needs, the goal is the same: to create smarter, more meaningful connections. The future belongs to those who can humanize technology and use it not just to solve problems, but to build trust.
Accordia Global resonates with these principles, enhancing technology for a greater CX experience via holistic solutions. How can we help to humanize your CX journey?
