From counters to chatbots, or the other way around?

It started with email, followed by online forms and social media. Step by step, customer service shifted from physical to digital channels. Chatbots and self-service portals began handling more and more simple questions, allowing employees to focus on more complex issues.

For many organizations, this was a logical and necessary development. Digitalization made it possible to be available 24/7, handle large volumes, and reduce costs. AI added another dimension: automated responses, predictive analytics, and real-time support.

But speed isn’t the same as service. While customers appreciate convenience, they sometimes miss the feeling of genuine attention.

In recent years, we’ve seen a shift from more technology to smarter technology. The first generation of chatbots ran on fixed scripts. Useful, but often frustrating. The new generation, powered by AI, can better understand what customers mean and respond more naturally.

Still, one thing remains constant: customers want to be heard. It’s fine if a bot handles practical matters, as long as a human is available when it really matters.

This realization is prompting companies to rethink their customer strategies. Where the focus for years was on automating as many contact moments as possible, it’s now increasingly about hybrid customer contact. Bots that support, and people who connect.

An interesting trend is emerging: companies are once again investing in physical contact. Not because digitalization has failed, but because customers crave experience, trust, and personality. Think of banks reopening branches as advisory locations, or online shops opening physical stores to be closer to their customers.

Even within digital service, we see a similar movement. More and more organizations are emphasizing the human side of online interaction. Employees are given more time for conversations, video chat is gaining ground, and personalization is more important than ever.

The future of customer service doesn’t lie in completely replacing humans with machines, it lies in collaboration. AI bots make excellent assistants: they take over repetitive tasks, gather data, and deliver speed. Humans bring empathy, nuance, and creativity. Exactly what’s needed to build lasting customer relationships.

Successful organizations know how to combine these worlds. They use technology to empower employees, not to replace them.

A few examples:

• A chatbot that pre-screens customer questions, so an employee can start the conversation with the right context.

• A voice bot that takes messages outside of opening hours, but always links them to a callback request from a real person.

• A service agent who, thanks to AI, immediately has insight into a customer’s history and preferences — and can therefore offer better help.

In recent years, customer contact has been all about efficiency: faster, cheaper, more scalable. The coming years will be about experience. Customers no longer just expect you to be available; they expect you to understand them. That requires technology with a human face, and people who know how to use technology wisely.

Whether you call it “from counters to bots” or “from bots to counters”, it ultimately comes down to the same principle:
customers want to be helped by something or someone that understands them.

The future of customer service is hybrid. Bots for speed, humans for empathy. AI as an assistant, not a replacement. Those who find the right balance will build customer relationships that are truly future-proof — digital and human at the same time.