Startek’s Abhinandan Jain gives his expert advice on melding human empathy with AI efficiency to boost the customer experience.
The future of customer experience isn’t just bright – it’s sensitive.
In today’s hyper-digital world, we’re seeing AI systems evolve from rule-following bots into agentic AI – self-directed tools that learn, adapt and even make decisions in real time.
It’s a decisive shift. Businesses can now predict what customers need, tailor responses at lightning speed and automate like never before.
But here’s the catch: technology may be getting better at sounding human, but customers can still tell the difference between being helped and being heard. That’s why the real opportunity isn’t just about scaling with AI. It’s about staying human while we do it.
The rise of agentic AI
We’re not talking about basic chatbots anymore. Agentic AI brings a deeper level of intelligence to customer interactions. It’s capable of understanding context, making decisions and even adjusting its approach based on the course of a conversation.
That means customer support can move from being reactive – How can I help you? – to proactive – Here’s what we’ve already done to solve this.
This has enormous potential: faster resolutions, fewer frustrations and more personalised experiences. But it also raises a key question – how do we keep these experiences from becoming, well, robotic?
Why human connection still matters
Despite all the innovation, what customers want hasn’t changed. They want to feel seen, heard and understood. They want the company they’re dealing with to get their situation – and care enough to fix it. And when something goes wrong, they want a real person to step in.
That emotional layer is what defines human-centric customer experience (CX). And it’s not just a nice-to-have anymore.
Research shows that brands that consistently build emotional engagement win in terms of loyalty, retention and advocacy. In 2025, empathy is not just good service – it’s a business strategy.
Designing compelling CX
To get the best of both worlds – AI’s speed and humans’ empathy – we need to rethink how we design customer experiences.
Here’s what that looks like in practice.
Start with the moments that matter. Map out where emotions run high in the customer journey. Is it when a payment fails? When a product doesn’t arrive? These are not the moments to let a machine lead. Agentic AI can help gather context or prep the agent, but a human should take over when the stakes are high.
Be clear about who’s talking. Customers are fine interacting with AI – as long as it’s upfront. Let them know they’re chatting with a virtual assistant. Even better, please give them the option to escalate to a real person. Trust grows when people feel they have control over their situation.
Train your AI – and your people – together. AI should support your frontline teams, not sideline them. Equip agents with AI tools that reduce busywork – like auto-filling forms, summarising chats or suggesting next steps – so they can focus on the customer in front of them. This collaboration makes the experience more efficient and more personal.
Build for agility, not perfection. Let your AI learn over time. Utilise feedback loops from fundamental customer interactions to enhance the system’s responsiveness. Don’t aim for a perfect script – aim for a system that gets smarter and more useful with each conversation.
Collaboration in action
Across industries, we’re already seeing hybrid models come to life. In healthcare, AI assists triage patient queries while clinicians handle sensitive follow-ups. In retail, AI flags when a shopper might be frustrated – prompting a live agent to step in and turn the moment around. In telecom, intelligent assistants prep service reps with real-time guidance, cutting down call times while improving resolution rates.
These are the kinds of seamless, blended experiences that customers now expect.
Ethics in the loop
As AI becomes increasingly autonomous, we must also discuss its responsibility. Who’s accountable when AI makes a bad call? How do we ensure systems are fair, unbiased and respectful of privacy?
Governments are stepping in – especially in the EU, where laws are evolving to regulate high-risk AI applications. But businesses need to go beyond compliance. A strong ethical framework – built around transparency, inclusivity and human oversight – will become a defining feature of trustworthy brands.
That means designing explainable systems. Having real people in the loop for escalation. And creating diverse teams to build and monitor these AI tools.
Human edge in a tech-powered world
The future of CX is not about man v machine – it’s about man with machine. When agentic AI and human insight work in sync, customers don’t have to choose between speed and empathy. They get both.
We’re standing at a crossroads. One path leads to hyper-automated, faceless interactions. The other leads to experiences that are fast, intelligent – and deeply human. The choices we make now will shape how customers experience our brands for years to come.
Let’s make that choice wisely.
By Abhinandan Jain
Abhinandan Jain is chief growth officer at Startek. He is a seasoned business leader and technology strategist, known for driving growth and fostering digital transformation initiatives across global markets. With a deep understanding of how AI, cloud and automation intersect to elevate customer experience, Abhinandan is a sought-after speaker on topics of digital-first CX and agent augmentation. He also contributes to community efforts in education and healthcare, serving as a mentor and advisor in the social impact space.
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