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When Automation Hurts Customer Service Instead of Helping

  • kimberlywallbank
  • Jan 19
  • 2 min read

I was scrolling on Instagram this week when I came across a post from a man who very articulately and honestly, pretty wittily described his frustration with calling companies for help or to file a complaint. As he walked through his experience, I found myself nodding along.


He explained how the automated system asked for his information upfront: account details, the reason for the call, sometimes even a short description of the issue. After carefully providing everything, he finally reached a customer service agent—only to be asked for the same information again. When the issue needed escalation, he had to repeat it all once more.


His frustration wasn’t just emotional—it was logical. The automation wasn’t simplifying the customer service process. It was adding friction.


Upsetting phone call

Automation Isn’t the Problem -- Disconnected Automation Is


Automation and AI in customer service aren’t inherently bad. In fact, they can be incredibly effective when used correctly. Businesses rely on automated systems to improve efficiency, reduce wait times, and handle routine requests—and those goals make sense.

The problem arises when automated systems don’t communicate with the human agents who take over. If the data collected by automation doesn’t carry through the entire customer journey, the technology stops being helpful. From the customer’s perspective, it feels like no one is listening. From the agent’s perspective, it feels like working with one hand tied behind their back.


That’s when customer service automation becomes a barrier instead of a solution.


Why Poor Automation Impacts the Customer Experience


Customer experience suffers quickly when systems aren’t aligned. Frustrated customers are more likely to escalate complaints, disengage, or abandon a brand entirely. What’s often overlooked is how these systems affect internal teams as well.


Customer service agents are forced to re-collect information they know already exists somewhere in the system. That repetition increases call times, creates frustration on both sides, and raises the risk of errors or miscommunication.


If companies want AI and automation to truly support customer service, they need to evaluate the full process—not just the front end.


Customer Service desk

Using AI and Automation the Right Way


AI should enhance human interaction, not replace it. The goal of automation should be continuity. Information provided once should follow the customer through every step—from the automated system to the agent, and to a supervisor if escalation is required.


Many organizations rushed to implement automated customer service tools without fully considering integration. Now is the time to reassess and streamline. Ask questions like:

  • Is this automation reducing effort for the customer?

  • Does it support our customer service agents?

  • Or does it simply give the appearance of being “high-tech”?


A Better Customer Service Experience Is Still Human


Customers don’t contact companies because they want to interact with a system—they call because they need help. Automation and AI should make that help easier to deliver, not harder to access.


When automated systems are thoughtfully designed and connected to human support, they can improve efficiency and customer satisfaction. When they’re not, they create frustration and erode trust.



 
 
 
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