We don’t know how the day is going for the person on the other end.
Was their power shut off yesterday? Are they trying to sort out a confusing medical bill while caring for a sick family member? Have they spent hours reading help articles and talking to chatbots and still feel stuck?
The truth is that we live in tough times and people live hard lives. Even a minor problem can feel overwhelming when placed on top of everything else they are dealing with. When someone contacts us, they just want to feel relief.
In moments like these, what matters more? How fast we respond? How clever or well-built our AI system is? Or how we make the person feel? The answer is obvious.
At CBA, we’ve seen firsthand how technology has made a difference in service. And that includes AI. It can anticipate customer needs. It can improve customer support and lead to loyalty. And it can even make agents work easier and less stressful. So, we believe in AI and the progress it brings. But we also believe something else:
Empathy still leads the way.
This is even more vital when the person reaching out is vulnerable. The way we treat them can leave a lasting impression. And while AI can do a lot, it can’t listen the way a person can. It can’t offer real reassurance. Sure, it can sound like it, but it’s not the same.
That’s why this conversation matters.
Who Are Vulnerable Customers and Why Do They Matter?
Who do you think of as a “vulnerable customer?” What first came to my mind was an elderly person, or someone with a disability. And these customers do deserve special care and support.
But there are others who are vulnerable as well. Vulnerability is broader. It isn’t always permanent. And it isn’t always visible.
Someone might be vulnerable because they just lost their job. Or because they’ve grieving. Or because the language of a website isn’t their first language. Or for many other reasons. The truth is that we all face stress and anxiety. When we do, it is much harder to solve problems. And even the most tech-savvy person might find it hard in these moments to use a website or navigate an unknown issue.
What’s the lesson? Vulnerability is often about context. And in customer service, the context is always changing.
This is why empathy can’t be reserved for special cases. It must be built into the way we think about support, from the tools we use, to the way train agents, to the way we measure success.
But why does it matter so much? Of course we care about others. And we know it’s the right and ethical thing to do. But it also makes good business sense.
Where AI Helps and Where It Can Fall Short
Have you seen the value AI can add to customer support? We all have. It can speed up answers for customers. It can handle recurring requests. And it can keep support available even when your team sleeps. When used in a thoughtful and ethical way, AI can really help.
This is especially true for simple and repetitive tasks. For example, checking order status, processing a simple return, or updating customer information. These are all things AI does well. And it can save time for everyone.
But we need to be careful. AI can’t always tell when someone is struggling.
An automated voice system might not hear the shakiness in someone’s tone. A chatbot might just repeat the same answer while the customer gets frustrated. And a knowledge base article might be correct yet hard to follow for someone who is overwhelmed.
These are the moments where AI can fall short.
That doesn’t mean we shouldn’t use AI. We really should. But it does mean we have to be thoughtful in the way we use it. When someone is vulnerable and close to the breaking point, anything that goes wrong can be too much.
So, what does it mean to be thoughtful in how we use AI? It comes down to thinking things all the way through. Instead of just asking “what can we automate?” we also need to ask, “what happens when the automation isn’t enough?”
Empathy doesn’t mean rejecting technology. It means using it in a way that supports people. And in this case, in the way that supports the most vulnerable.
How to Use Technology to Support People Effectively
So, how can we do that? How can we use AI and other technology in a way that supports people?
As I mentioned, it starts with thinking things through. Understanding the full picture. And knowing how to handle things when AI falls short. For example, designing an easy way to transfer to a human agent.
However, we also need to know which features of AI and modern contact center platforms really support a good approach. And then we need to use them effectively. What are some examples of how we can use technology in showing empathy?
- One good AI feature to help with empathy is sentiment analysis. What is it? A way for AI to analyze the tone of a message or the pace of someone’s speech. The goal? To discern how the person is feeling. And then if a person is frustrated or in distress, the AI can quickly escalate to a human agent. Or when a human agent is already involved, they can be alerted to the situation. A little emotional knowledge goes a long way. Contact center platforms like Bright Pattern have sentiment analysis built in.
- Another example is automation that can guide an agent behind the scenes. What do I mean? Some platforms, such as LivePerson’s Conversational Cloud, include features that suggest phrasing to agents. This can be a big help, as the way we reply to a tense conversation can really matter. Empathy is not just about understanding how a person feels but also replying in a tactful and kind way. And such features help with that.
- Chatbot design also matters. A bot that uses clear and friendly language, avoids jargon, and offers proactive help is more likely to build trust. In this case, the design choices are rooted in empathy.
At CBA, we are always on the lookout for technical solutions that really help to support people. For the last 18 years, we’ve consistently provided the right tools that our partners need. And what we’ve learned is that it is so very important to use features that help teams see the person behind the request. That’s how we can use technology to support people effectively.
But as we do so, we must remember to stay human centered. Why? And how?
A Human Centered AI Strategy
As we plan out which AI solutions to use, it may be tempting to focus on features or price. I’ve been there. In fact, doing so may be my first inclination. Do you find yourself thinking the same way at times?
The problem with that approach is that it is technology centered. And too often it leads to forgetting about the most important aspect: the people we serve.
Why? Because we act in the direction of our focus. It’s like walking around as a tourist in a new location. When we are focused on something, we tend to walk in that direction, the direction we are looking. The same is true in this case. If our team is focused on comparing tools or features, then we will set things up with those in mind. On the other hand, if we keep our focus on our customers, we will do what is best for them. We act according to our focus.
How can we keep our AI strategy centered on the people we serve? One good method is to keep asking ourselves questions as we make decisions on what to do. For example, a good question to ask is: “Does this solution make it easier or harder for someone to get help when they need it?”
If we ask ourselves and our teams questions like that, we can keep our strategy focused on people. Of course, we then must guide every decision by the results of this approach. And I do mean everything, from the channels we choose to automate, to how we train agents, to the metrics we use to measure success. This is real empathy in action.
Training Agents to Show Empathy to the Vulnerable
So far, we’ve talked about how we can make decisions that set us up to show empathy. These show up in our AI strategy, and our choices of technology solutions. These are things we can set up and control as leaders.
But the success of all of this depends on our agents. After all, even with AI tools to help them, they are the ones that can really help vulnerable customers to feel seen and supported. So, if we truly want to have an empathy driven support team, what must we do? Train our agents in empathy. And that empowers them to succeed.
Where does this start? With us as leaders. We must first show empathy to them. Our example matters. Do our agents have the tools they need to succeed? Are they overworked and underappreciated? Or have we set them up for success with an environment where they feel supported? This isn’t about free lunches and gift cards, but about real listening and less pressure, and the proper tools they need to do their job.
Once we’ve set up the proper environment and we are setting the right example, we can teach. Help them to develop active listening, the ability to ask good questions, and how to recognize emotion. Have them practice thinking about what might be going on in someone’s life. Pair newer agents with experienced mentors who are good examples of empathy. And share how to respond to tense discussions and emotional statements.
Skilled human agents are the beating heart of an empathetic customer service team. So, give them what they need to succeed!
Conclusion
Technology is changing quickly. AI tools are becoming capable, more available, and more deeply embedded in how we provide support. And this is a good thing, since when used well AI can truly help us. It can reduce wait times, improve consistency, and free up human agents for more difficult cases.
But in all this progress, we can’t forget that empathy is not optional.
Each person our team connects with has their own problems and their own story. Life can be hard, and sometimes small issues feel immense. Showing empathy is the right thing to do. But it also makes the most business sense. It’s what sets apart service teams as the ones customers remember and where they want to return.
By pairing skilled human agents with the right AI tools, it’s possible to show this empathy in new and powerful ways.
Tip: At CBA, we are proud to support you and your team as you navigate the new realities of the age of AI. And this includes the right tools and solutions to balance AI with empathy for the vulnerable. Contact us today for a free consultation. I think you’ll find our hospitable and thoughtful approach to be refreshing.
