Customer service is central to most companies’ operations. Still, the customer service function often tips over into being a cost center rather than a growth driver.
The data tells us why. According to a Deloitte report, while 90% of end customers interact in some way or form with customer success teams, only one-quarter of them consider their service providers to be trustworthy. Similarly, on the customer support front, around 60% of customers were not highly satisfied with their support experience.
In other words, there are major gaps when it comes to trust and satisfaction, which are two of the most critical factors in customer service. But now, with AI reshaping every corner of the business landscape, leaders have the opportunity to re-think what customer service can look like.
AI in customer service: 3 key roles it’s playing
AI is changing the customer service function across a variety of dimensions. At ReflexAI, we view its role across three different axes:
1. Automation: AI replacing human agents
More organizations are starting to use AI to fully automate specific customer interactions. For example, an ecommerce platform might use GenAI chatbots to deflect 80%+ of tier-1 support requests – like resetting passwords, shipping updates, or basic troubleshooting.
There are many benefits to this approach:
- Lower operational costs
- Around-the-clock availability
- Faster resolution for straightforward interactions
- Easier to scale
The tradeoffs, of course, are that fully automated agents don’t bring the empathy and emotional depth of human agents. AI may also struggle with more complex issues or edge cases that are inevitable in customer service interactions.
2. Augmentation: AI partnering with human agents
In this model AI acts as a co-pilot to human agents. Let’s say, for instance, a human agent for a financial services firm uses AI to surface the right policy information when talking to clients to help deliver faster, more compliant responses.
The upsides to this approach:
- Improves speed, accuracy, and consistency
- Reduces cognitive load for human agents
- Creates guardrails for both AI and humans
One caveat with augmentation is that a tool is only as powerful as the human using it. Meaning, if agents aren’t explicitly trained on how to use AI tools in their process, they won’t have the intended impact.
3. Enablement: AI training human agents
At ReflexAI, our experience lies in enablement – using AI not to replace or assist humans directly, but to train and empower them behind-the-scenes.
Whether it’s AI-powered simulations or advanced roleplays, organizations can re-create realistic customer interactions and help agents practice handling them with empathy, accuracy, and confidence. For example, a healthcare organization might use realistic AI simulations to help agents train for real patient interactions, such as insurance problems or appointment scheduling.
This approach delivers measurable benefits, including:
- Higher agent readiness before going live
- Improved customer outcomes
- Continuous, scalable learning that evolves with business needs
The key is choosing an AI simulation platform that aligns with your training goals and measures the outcomes that matter (don’t worry: we have a whole post on how to choose the right platform for your organization).
Building a world-class customer service team with AI
Fully taking advantage of the AI revolution means understanding these different axes and then strategically applying them to your organization. If you’re not sure how to get started, here are some best practices to consider:
Consider the needs of your organization
Not every organization has the same customer service needs. Highly regulated or emotionally sensitive industries – like healthcare, financial services, or crisis response – might require a greater level of human oversight.
These teams can still benefit from AI, but the balance between automation, augmentation, and enablement will look different from other less high-stakes industries. The goal isn’t to apply AI everywhere – it’s to apply it intelligently in a way that serves your customers.
Make AI ‘sticky’ for optimal adoption
The best AI strategy will fail if you can’t get your customer service team to use the tools you introduce. That’s why it’s critical to invest in products that are intuitive, engaging, and can easily be embedded into the daily routines of your agents.
Regardless of whether it’s a training simulation tool or an AI co-pilot, agents need to see immediate value from using tools, to be more likely to adopt the technology willingly. The more natural and rewarding the experience, the more consistently agents will use it – and the greater the long-term impact on performance and customer satisfaction.
Establish enablement as your foundational layer
No matter how much automation or augmentation an organization adopts, the human element will always be core to customer service. That’s why we believe enablement needs to sit at the core of every AI strategy.
Enablement is about using AI to train, coach, and continuously upskill your people. With simulation-based learning, teams can practice complex calls, get personalized feedback, and refine their skills long after onboarding. By making enablement the starting point, you can set the stage for every other investment—whether it’s automation or augmentation—to succeed.
Use ReflexAI to better enable your customer service function
Your customer service function can be your best growth driver. By strategically integrating AI across automation, augmentation, and enablement, you can empower your team to do their best while—while also delivering a world-class experience to your customers.
With ReflexAI, you can build that foundation with our highly realistic AI-driven simulations that prepare agents for real-world complexity. Want to learn more?
