The Role of Humans in the Customer Journey

Do we need humans in the customer journey? That's a broad question. I'm always very optimistic and very positive about the fact that there is going to be space for humans in the future, but the need will change and evolve. We did a survey last year in the US, China and Europe towards 6000 consumers across many purchasing journeys like telco, banking, automotive, grocery stores, fashion and so on. In many cases, this level of satisfaction with a human wasn't that high compared to a level of satisfaction, not using a human in the journey. For example, when people were calling call center, there was like 10 points difference in terms of satisfaction when it was a human versus