ServiceNow's CX Shift report, surveying over 34,000 respondents across 18 countries, exposes a fundamental misalignment in how organizations are deploying AI and automation. The headline finding—that human contact remains critical—masks a more complex reality: customers want AI to handle routine transactions but expect human agents when issues become complex or emotionally charged. Yet executives are systematically deprioritizing voice channels (only 7% plan to invest in phone support over the next three years) whilst betting on AI to replace rather than augment human agents. This creates a strategic tension that most teams haven't resolved. The data reveals that 86% of customers still want phone access available, but organisations are shifting investment toward chatbots and messaging platforms instead. For teams running Zendesk or Freshdesk, this raises an uncomfortable question: are your current automation strategies aligned with what customers actually need at escalation points, or are you optimising for cost reduction metrics that mask deteriorating customer sentiment?
The architecture problem underlying this misalignment is severe. Service representatives spend only 45% of their time helping customers; the remainder goes to administrative work and toggling between three to five systems per query. This isn't a capability gap—it's a systems design failure. The report identifies a stark perception gap: 50% of customers cite lack of empathy as their top frustration, yet only 23% of executives recognise this as a challenge. This gap persists because measurement frameworks optimise for inside-out metrics (NPS, CSAT, resolution rates, call deflection) rather than outside-in customer outcomes. Only 28% of organisations have developed meaningful ways to measure AI's impact on CX, and just 34% report progress on connected AI-enabled workflows despite significant investment. Most teams are building automation in reverse—layering AI on top of fragmented systems rather than establishing data foundations and orchestrated workflows first.
The path forward requires architectural change, not just tool selection. ServiceNow's prescription—building experience platforms that orchestrate front, middle, and back office workflows—directly challenges how most CRM implementations function today. Rather than agents retrieving information across disconnected systems, orchestrated workflows should surface account context, transaction history, and policy options before the agent engages. This shifts the agent's role from information retrieval to genuine problem-solving and relationship-building. For CX leaders, the implication is clear: your current stack's ability to deliver empathy at scale depends entirely on whether it can eliminate the friction agents face. If your team is still spending half their time on administrative tasks, no amount of AI chatbot investment will improve customer perception of empathy. The real competitive advantage lies in freeing agents to do what they're uniquely good at—building trust and handling emotionally charged situations—by removing the systems burden that prevents them from doing so.
As AI-powered CX proliferates, organizations should use it to amplify what human agents are good at — developing emotional connections with customers.
Human contact matters in CX, ServiceNow study finds No Jitter