Integrating AI & Human Service Across the Customer Journey – How to Win Repeat Business

This is the second in a series of posts on the role technology and human service play in creating repeat business and customer referrals. This post focuses on the intersection of human service and technologies like AI across customer journey phases. It provides tips on delivering technology with human service in ways that exceed customer expectations.

The Big Picture

Before we dive into AI and human service integration at high-value moments in the customer journey, let’s look at a few overarching principles to guide human service and AI deployment:

  1. Identify the right tasks and areas to automate. Not all tasks are suited for automation. Some objectives, such as relationship building or solving complex problems, are best left to employees. However, many tasks should be automated using AI, such as answering routine customer service inquiries, detecting fraud, and recommending products.

  2. Invest in the right AI solutions. AI solutions are flooding the market, so choosing technologies that are easy to use and integrate with existing systems is essential.

  3. Create a culture of AI adoption. Employees need to be trained on how to use AI solutions effectively. Businesses should also create a culture where AI is seen as a tool that helps employees do their jobs better rather than a threat to those jobs.

With those guidelines in mind, let’s dive into how people and AI can complement each other at various stages of your customer’s journey with you.

AI and Human Service: A Phased Approach


  • AI: AI should be used to target potential customers with personalized ads and marketing messages on social media, search engines, and other online platforms. AI should analyze customer behavior on social media and other online platforms to identify potential leads.

  • Employees: Team members should create and manage social media campaigns, write blog posts and articles, and create content relevant to potential customers. Employees should also engage with potential customers on social media and other online platforms to answer questions and provide support.


  • AI: AI should create personalized product recommendations for potential customers based on their past purchases, browsing history, and other factors. AI should also answer customer questions and provide support during the research phase of the customer journey.

  • Employees: Employees should provide live chat support on the brand’s website, answer customer questions over the phone, and email customers with helpful information and resources. Employees should also create personalized demos and presentations for potential customers.


  • AI: AI should automate sales tasks such as lead qualification and nurturing. AI should personalize the sales process for each customer.

  • Employees: Team members should build relationships with potential customers and close deals. Employees should also use AI-generated leads or AI-powered sales software.


  • AI: AI should provide 24/7 customer support through chatbots, virtual assistants, and other automated self-service tools. AI should also analyze customer feedback and identify areas where the customer experience can be improved.

  • Employees: Employees should handle complex customer issues and provide personalized support. Employees should also leverage advanced technology by using AI-powered knowledge bases or AI-powered customer service software.


  • AI: AI should be used to identify customers who are emotionally engaged with your brand and are likely to refer the brand to others. AI should also be used to create personalized referral programs that encourage customers to refer their friends and family.

  • Employees: Employees should help customers refer their friends and family by providing them with referral links and other resources. Employees should also contact customers who have had a positive experience and invite them to join a referral program.

By working together, AI and your team members should create a more seamless and personalized customer experience at every customer journey stage. This, in turn, will lead to increased customer satisfaction, loyalty, and referrals.

Which brings us to this question:

How well are you integrating human service and technologies like AI (across your customer journeys) to improve efficiency, accuracy, personalization, customer engagement, repeat business, and referrals?

NOW is the time to act!

To learn more about how to balance AI and human service delivery, please contact me at

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Joseph A. Michelli, Ph.D. is a professional speaker and chief experience officer at The Michelli Experience. A New York Times #1 bestselling author, Dr. Michelli and his team consult with some of the world’s best customer experience companies.

Follow on Twitter: @josephmichelli

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