The Importance of Human Emotion in Customer Experience

Human emotion plays a crucial role in determining the next best action during customer interactions, as technology often lacks the ability to interpret and respond to complex emotional states. In scenarios like handling emergency travel situations, customers sometimes need the human touch to empathize and provide appropriate solutions that automated systems may not be equipped to handle. For example, when faced with an urgent rebooking situation, speaking directly to a human agent can lead to better outcomes than relying solely on automated options. Therefore, maintaining a balance between automation and personal intervention is essential for creating truly frictionless experiences.