Chatbots promise speed and efficiency but often fall short, resolving just 14 per cent of issues, according to Gartner. Customers expect personalised, nuanced help that AI alone struggles to deliver. In this article, SIM-only mobile provider spusu, which is committed to a human first customer service strategy without AI input, explores why AI chatbots can’t replace a human’s touch.
Chatbots have undoubtedly enhanced customer service, promising speed, efficiency and 24/7 availability. As a result, many businesses have adopted AI-driven support systems to streamline interactions and reduce costs. But, despite these advantages, chatbots frequently fall short of customer expectations.
Poor service can instantly alter a customer’s opinion and negatively impact brand reputation. But does the secret to great customer service rely on human intervention?
Chatbot limitations
Chatbots often fall short of customer expectations due to their limited ability to grasp context and nuance. Unlike human agents, who can interpret tone, intent and layered queries, chatbots rely on predefined scripts, frequently leading to misinterpretations and unhelpful responses. Their shortcomings become even more apparent in emotionally charged situations, where customers seek empathy and reassurance. A frustrated customer receiving a generic or repetitive reply instead of a tailored solution is likely to feel even more alienated.
Another key limitation is their rigidity in problem-solving. While chatbots handle straightforward FAQs effectively — providing answers that already exist on a company’s website — they often falter when confronted with more complex issues requiring adaptability and deeper understanding.
Inadequate training and outdated data further undermine chatbot reliability, leading to incorrect or misleading responses that erode trust. A striking example of this occurred in 2024 when Air Canada was ordered to pay damages after its virtual assistant misinformed a passenger. The traveller, seeking a bereavement fare for a funeral, was assured by the chatbot that he could book a full-fare flight and apply for the discount afterward. In reality, this policy did not exist. As a result, the British Columbia Civil Resolution Tribunal ruled in the passenger’s favour, ordering the airline to pay over $800 in damages and tribunal fees — an incident that underscores the risks of over-reliance on automation in customer service.
The need for human escalation
Given these shortcomings, businesses must recognise the enduring value of human support agents. Results from a survey carried out by contact centre provider Five9 revealed that three quarters of participants preferred to speak with a human for support. The findings also showed that just under 50 per cent also do not trust the information provided by AI.
It’s easy to understand why. Although AI-powered chatbots provide efficiency and cost savings, their inability to mimic accurate human interactions can cause frustration. As a result, customers facing urgent issues or complex enquiries can become trapped in chatbot loops, going round in circles with the AI agent unable to obtain a sufficient answer. This is where human customer service experts must be able to intervene.
Beyond resolving issues, human agents excel at understanding tone, emotion and context, allowing them to build stronger customer relationships. Unlike AI, they can adapt to unique inquiries, offering solutions for problems that fall outside standard responses. When AI reaches its limits, human expertise ensures that no customer is left without the support they need.
Putting people first
A truly exceptional customer experience goes beyond automation, embracing a multi-channel approach that meets customers where they are. Whether through phone, email, WhatsApp, social media or other direct channels, offering multiple touchpoints ensures accessibility and personalised support for every customer, regardless of age or communication preference.
This dynamic strategy acknowledges that customer needs vary — some seek quick text-based assistance, while others require the reassurance of a real conversation. While AI can enhance efficiency, human agents provide the empathy, critical thinking and problem-solving skills that foster trust and long-term loyalty. Businesses that prioritise human-first interactions set themselves apart in an increasingly automated world, delivering a customer experience that is not just functional, but truly exceptional.
