Human Customer Support or AI Chat Support

Delivering a 5-star customer experience is one of the most important drivers of both immediate and long-term business growth. As I often say, the best form of advertising is word of mouth. The flip side is also true: if a customer has a bad experience, there’s a strong chance they’ll share it with family and friends—research shows up to 70% will.

I’ve been working with an overseas company that offers an excellent eco-friendly product. Their eco-product is outstanding, but their customer support scores only a 3.8. Why? Their support system relies entirely on AI chat with no live human interaction. While the business is doing well, they are losing customers when real problems arise and no human is available to step in.

The solution is actually straightforward: combine Human and AI Customer Support. Neither option alone provides the best experience. AI chat is excellent for quick, simple questions where automation can provide instant answers. But when issues are complex—or emotions run high—nothing replaces the value of a real human conversation. That’s when a trained customer support specialist makes all the difference. While hiring humans adds cost, it should be viewed as an investment—because a true 5-star specialist will not only resolve delicate issues but also strengthen customer loyalty and fuel growth. In fact, surveys show 49% of customers prefer speaking to a person, while only 12% prefer AI alone.

To reach and maintain 5-star satisfaction, businesses should implement a customer communication mix that blends both technology and human touchpoints. This should also include:

·     AI + Human support systems

·     Personal business emails and marketing emails

·     Live chat inbox support

·     Phone and video calls

·     Screen-share assistance

·     And yes, even in-person meetings where possible

Why so many touchpoints? Because customers value responsiveness and hate waiting in line to be heard. The faster and more personally you meet their needs, the stronger your relationship and your reputation becomes.

In my businesses, I respond to every customer within 24 hours—or immediately. That’s the standard I believe every company should strive for.

I’d love to hear your thoughts. Which do you prefer, human support, AI support, or the right balance of both? 

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