In the end, the human element of great service is the part that either takes the AI and human service amalgam to the next level, or puts it into the dumper. (Image: Gearstd/

Traditionally, the most satisfying service experience for customers usually lies in their positive reaction to personalized service from another human. But tradition no longer applies. Today, the technological tools available to our businesses have evolved. There are significant opportunities for both efficiency of processing and expense savings as artificial intelligence and API integration have become common elements of an integrated service experience for customers.

So what constitutes good service in today’s world? In any business, including voluntary benefits and employee benefits, the best service seems totally instinctive and easy for the user. It seamlessly combines the automated and the human in a way that can delight–or disgust–the customer.

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