Last week, organizations in Kenya and globally celebrated Customer Service Week, a time to recognize and reflect on the importance of exceptional customer experiences. 

While the week was buzzing with activities and celebrations, the conversation around customer experience is timeless, especially as expectations evolve in a digital-first economy.

Artificial Intelligence (AI), chatbots and predictive analytics have transformed how businesses deliver service, enabling faster responses, greater efficiency and proactive support. Yet , technology alone cannot secure customer loyalty. 

The most successful organizations will be those that integrate the efficiency of AI with the authenticity, empathy and trust that only human interactions can deliver. Today’s customers no longer compare brands solely within an industry, they compare experiences across sectors. Whether engaging with a retail leader or a fintech startup, consumers expect seamless, real-time interactions, consistent quality across all channels, with personalized and anticipatory support.

In this environment, AI has become a cornerstone of outstanding customer experience. From instant chatbot responses to predictive service models, businesses can now anticipate and respond to needs at unprecedented speed. Yet, technology alone is not enough, the emotional aspect of customer experience remains irreplaceable.

How customers feel during every interaction

Customer experience is not only about resolving problems but also about how customers feel during every interaction. While AI tools can process queries instantly, they lack emotional intelligence. This is particularly critical in high trust industries such as finance, insurance and healthcare, where reassurance often matters more than the answer itself.

Case in point: clients who are less digitally fluent, particularly older demographics, often value patience, personal guidance and reassurance more than speed. Building trust with these clients means meeting them where they are, simplifying processes, avoiding jargon and following up to ensure comfort and confidence.

The future of customer experience lies in hybrid intelligence, the strategic collaboration between humans and AI. AI should handle repetitive, low-complexity tasks such as password resets, balance checks, among others. AI can anticipate needs based on prior interactions and escalate seamlessly to human agents when necessary. 

On the other hand, humans should manage high-stakes, emotionally sensitive or complex interactions, build trust through empathy, transparency, and personalization. Interpreting nuance and context that machines cannot fully grasp is also best done by humans.

By leveraging AI for efficiency and humans for relationship-building, businesses can create a service model that is both scalable and human-centered. 

Customer loyalty in the AI era

To sustain customer loyalty in the AI era, organizations must focus on automation with a human lens by training AI systems continuously for relevance and accuracy. Companies should design clear escalation paths to live support, empower CX teams with data for personalized service, gather and act on customer feedback.

Trust is built when customers know that they will be understood, supported and respected whether interacting with a bot or a human. As Kenya rises among the top users of ChatGPT globally, Jubilee Asset Management is embracing personalization at every step of the way. 

We connect with our clients by name, understand their story and tailor solutions that fit their goals. By listening and acting on feedback, we are redefining both our AI and human experiences to serve our customers better.  

Artificial Intelligence is here to stay, and its potential is undeniable. But the future of customer experience is not about replacing people, it is about enhancing human strengths with technology. The most memorable brands will be those that balance efficiency with empathy, speed with sincerity and automation with authenticity. In the end, customers may forget what you said, but they will never forget how you made them feel.

The author Jael Wafula is a Customer Experience Executive at Jubilee Asset Management