How to Keep Customer Service Human in an AI-Fueled World

This article answers the question: How can companies keep customer service human in an AI-fueled world?

Answer: Companies can keep customer service human by using AI for speed, ease, and convenience while making it easy for customers to reach a real person whenever they want or need one.

How refreshing would it be for a company you do business with to promise that you will always have 100% real customer service, as in interacting with real humans? 

I’m still an advocate for using AI the right way, and I even believe in an AI-first strategy, as long as a human is easy to access whenever the customer wants. And let me emphasize that word easy. The problem is when a company is out of balance and pushes AI and self-service solutions too hard, making it difficult, or even impossible, to connect with a live person. 

Let me introduce you to the Historic Hotel Bethlehem in Bethlehem, Pennsylvania. They have chosen to avoid AI agents, training every one of their 200-plus staff members in concierge service. It doesn’t matter if you’re talking to the front desk manager, a housekeeper, a maintenance person, or a member of the management, you will receive a REAL experience, referring to the hotel’s REAL People Promise, which means: 

• R: Relational – Building a true human connection with guests. 

• E: Engaged – Employees are not only focused on their day-to-day responsibilities but committed to interacting with guests. They also engage with partners in the Bethlehem community to help guests get out and explore.  

• A: Accessible – It’s easy to talk to someone and get help when you need it. 

• L: Local – More than 100 years ago, the hotel was committed to the local community as a meeting place for important events such as business meetings, weddings, and more. They want guests to experience that “local” feeling rooted in the hotel’s history. 

Hotel staff are trained in etiquette, communication skills, hotel features, and more. They are also trained on what’s happening outside the hotel and can recommend local restaurants and attractions. All of this supports the REAL People Promise. 

The hotel’s general manager, Kelly Ronalds, says, “Guests with questions will be able to go to literally any staff member for answers. Our team is ready to know you and help you customize an experience that meets your needs.”  

Of course, you can still make a reservation through the hotel’s website, but you can also call a phone number if you need assistance.  

And that may be the bigger lesson. Keeping it real doesn’t mean getting rid of technology. It means knowing when to use it and when the human experience matters more. 

AI can make things faster, easier, and more convenient. Use it where it makes sense, but don’t let efficiency get in the way of connection. Give customers the choice of technology or a live person. 

As more companies embrace AI, being easy to reach, being human and REAL may become more than good customer service. It may be the competitive advantage that makes customers say, “I’ll be back!”