The Importance of Customer Care in The Age of Automation and AI 

We’re approaching a new age. Not just in technology, but in our mentality towards that technology. Self-driving cars are no longer just a concept but are in the pre-production testing phase. Robots are less novelty and more integral to many aspects of our lives and our jobs. Simply put, we’re approaching a new age that might see a lot less need for human interaction.   

Though they may be intuitive and programmable, robots aren’t capable of handling every aspect of a job.

Many industries, not just the freight and logistics sector, have voiced some concerns about the integration of robots in the workforce. Truck drivers might take a back seat to an automated rig, at least for the highway stretches. Logistics planners might sit on the sideline while an AI constructs the hypotheticals and maps out the best route from A to B. When you consider it like that, it seems as though there might be a good reason to panic about the encroaching robotic workforce. Though they may be intuitive and programmable, robots aren’t capable of handling every aspect of a job. In fact, there are a few areas where they fall drastically short of the mark.   

Human Core Capabilities  

Despite what Isaac Asimov had to say about the matter, there are three areas in which robots simply can’t hold a candle to a human counterpart. These “core capabilities” are creativity, community and empathy. Robots aren’t designed to feel human emotion. They can’t understand when a customer is frustrated by a missing or damaged piece of freight.

Sharing Economy 

People will change their view of asset ownership, something that has been more or less hardwired into previous generations. For those that own assets, they want to get the most out of them. For those that don’t, they want to be able to access them instantly, without the need to ever own them. To make this easier to understand, consider Uber for a moment. The vehicle owner can take their asset and use it to make some extra money by giving rides. The users simply have to tap a few buttons on their phone, and a ride is summoned, ready to take them to their destination without the need to own a vehicle themselves. This is a perfect example of the Sharing Economy.  

Empathetic Businesses 

With automation growing, we’ll see a shift in the sharing economy into the empathy economy. This empathy economy will be more focused on matching humans or businesses with a need for empathetic services to those who are willing to offer them, according to the World Economic Forum 

True empathy isn’t easy, but it’s the most powerful expression of humanity. In a world full of robots, empathy can only become more valuable

“It’s cliché to say that empathy is in short supply today because every generation probably has the same sentiment. The good news is that automation will force humans to be more human and the empathy economy will create opportunities for humans to monetize a unique capability. True empathy isn’t easy, but it’s the most powerful expression of humanity. In a world full of robots, empathy can only become more valuable,” says WEForum.

Companies will need to find the balance between automated production and workers, with the softness of human emotion and customer service. Customer service specialists and the “white glove” treatment of customers will be the true differentiator between competitors in the field. The stronger the empathetic match between company and potential customer, the more likely it is that they will become a regular client.   

The Human Element 

In many regards, we look for other people to not only help us with our problems but also to understand what we’re going through. Humans will always be the best in understanding emotions. We understand how frustrating it can be to be put on hold or left with questions and seemingly no answers. It’s that human connection that is vital for businesses.  

While many businesses understand this, that’s not to say that they won’t automate at least some of their customer service elements. Well, augment might be a better word 

They all do that in the name of efficiency. However, it will be important for them and us as customers, to keep the human connection alive and well. Amazon’s Grab-and-Go is a perfect example of this. The concept is that customers don’t need to go through checkout or interact with a cashier. Simply grab the items they want and have Amazon automatically track and charge the “purchases.” While this drastically removes much of the human element, the Amazon Grab-and-Go stores are also staffed with human workers who can help answer any questions and guide customers through the process. In other words, there will always be a need for human interaction in any business environment. Human-based customer service is and will continue to be the cornerstone for building a strong business.  

Treat customers as people and not just another line in the profit margin and your business is golden.  

While data services are certainly a must, they are also becoming the norm in the logistics and freight industry. Real-time data and high-end visibility used to be a selling point, now it’s simply an expectation. Customers want to know where their products are and when they can expect them to arrive. They want a simple and easy to use system that gives them the comfort and security of knowing that they have made the right choices for optimizing their supply chain. Nonetheless, despite all the efforts and advancement of different technologies, it will be the mutual understanding created by the human empathy that will solve problems. Treat customers as people and not just another line in the profit margin and your business is golden.  

Working with a 3PL like BlueGrace

BlueGrace provides scalability for growing companies to achieve their goals without labor or technology investments. With a fully built-out national network and global partners, BlueGrace makes it easier than ever to reach your markets in an efficient and cost-effective manner. Their expertise and processes provide clients with the bandwidth to operate efficiently and drive direct cost reduction, backed by procurement and dedicated management. For more information on how we can help you analyze your current freight issues and simplify your supply chain, feel free to contact us using the form below:

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