Why Over-Relying On Automation Will Cost Companies Their Customers

A simple task nearly broke Azleen yesterday: paying for his Google Workspace subscription. It’s just MYR74 a month. One click on the Fix button, an error screen popped up. Another attempt with a new card, error again. A few more attempts made, same story. After several tries, he was fed up.

So, he did what most customers would. Asked for help. The responses came fast, structured, polite, but utterly useless. His text was greeted and managed by Google Gemini’s polished scripts that led to nowhere. His problem settling the payment remained unsolved. His frustration grew. Then, he attempted to go beyond just interacting with AI. Google Gemini helped to connect him with a live agent. In 24 hours, the payment went through. Done. Fixed.

This is the real-life danger many companies want to pursue. To minimise human interaction in exchange for automating the whole customer journey via the AI route. Of course, automation can make service look sleek on the surface, but when it becomes a hellhole, the customers may go elsewhere and leave the brand behind permanently. And when they do, the growth will grow southbound. This is not good news.

This is why companies need to be cautious when considering the fully automated route. My experience is proof. It won’t completely solve your customers’ problems. Efficiency and resolution are priceless to them. The truth is simple. Companies that strip away the human element too soon are playing with their customers’ trust dangerously.

And once trust is broken, no amount of efficiency will win it back.