Human vs. Automation: The Contact Centre Battle Customers Are Winning

It’s a showdown in contact centres: automation versus the human touch. Businesses love the speed of chatbots and IVRs, but customers? They’re still reaching for the phone, craving real conversations. With 62% of interactions happening via live calls, the battle is on—and customers are in charge. Let’s dive into why human agents remain unbeatable and how to blend automation for a CX that wins every time.

Steve Morrell’s research shows that 62% of customers choose phones for complex or urgent issues, like billing disputes or service complaints. Why? A human voice offers empathy, especially for younger customers who get nervous on calls. Automation, while efficient, has limits. Web chat automation is stuck at 39%, and 22% of chats still need a live agent to finish the job. When things get tricky, customers trust people, not bots.

Automation isn’t the bad guy, though. AI-powered tools, like the chatbots John Finch champions, are perfect for routine tasks. During a crisis, these tools handle 40% of inquiries—think checking an account balance after a storm—freeing agents for tougher calls. It’s a smart split: bots take the easy stuff, and agents tackle calls that need heart. Harte Hanks trains agents to jump in when automation falters, ensuring a smooth handoff that keeps customers happy.

The goal is balance. Use AI to empower agents, not replace them. Finch explains how AI pulls up customer data—like past issues—during calls, letting agents respond with personal touches that feel real. This matters for the 62% of customers who want live agents for complaints. Keep agents engaged, too. Harte Hanks’ “24/7 games” on Slack and virtual happy hours boost morale, contributing to a 15% drop in turnover. Happy agents bring empathy, and that’s CX magic.

The future needs smarter AI—like generative chatbots—to make digital channels as warm as phone calls, but for now, train agents to excel where bots can’t, like calming a frustrated caller. Track CSAT and resolution rates to see the impact. Start by tweaking your IVR for simple queries and coaching agents to nail high-emotion calls. When automation and humans team up, customers get the best of both worlds—and they’ll keep coming back.

Sources:

  • “The Great Contact Centre Standoff” (Steve Morrell’s telephony and automation stats).
  • “AI to the Rescue” (John Finch’s AI insights, self-service examples).
  • “Keeping Remote Agents Passionate About Their Jobs” (Harte Hanks’ training, engagement, attrition data).
  • “The Remote Transformation” (Transparent BPO’s AI training).