The Misconception Around Automation

In today’s fast-paced, tech-fuelled world, it’s easy to assume that automation is here to take over. With AI-driven chatbots, predictive analytics and self-service portals becoming the norm, the narrative often leans towards replacing human interaction with digital efficiency. While these innovations are powerful, they can sometimes give the impression that the human element in customer experience is being phased out.

We’ve all seen it—automated emails that feel impersonal, support journeys that lack empathy and digital touchpoints that miss the mark on timing or tone. When automation is deployed without intention, it can feel like a cold, one-size-fits-all solution. Customers may feel like they’re interacting with systems, not people. And that’s where the risk lies: in losing the emotional connection that builds trust, loyalty and long-term relationships.

However, at Insight, working in partnership with Cisco, we believe something different. Technology should amplify empathy—not replace it. Automation, when thoughtfully designed and strategically implemented, can enhance the customer experience by freeing up time, surfacing insights and enabling more meaningful human interactions. It’s not about removing people from the process—it’s about empowering them to show up with more clarity, care and impact.

As a Customer Experience Specialist, I spend my days helping customers navigate their lifecycle journeys with confidence, clarity and a little bit of sparkle. And while automation plays a huge role in making those journeys smoother, it’s the human touch that turns a good experience into a great one.

Let’s explore how we’re blending innovation with intuition to deliver soulful CX at scale.

Why Automation Matters in CX

In my role at Insight, I see firsthand how automation helps us be more present, not less. It’s easy to assume that tech might distance us from our customers, but the reality is quite the opposite. When used intentionally, automation gives us the breathing space to focus on what really matters: building relationships, solving problems and celebrating progress.

It’s the quiet enabler behind the scenes, nudging us when a customer might need support, surfacing insights that help us ask better questions and streamlining tasks so we can spend more time listening deeply. Whether I’m guiding a customer through a tricky adoption phase or helping a teammate find the right resource, I know that automation isn’t replacing the human touch, it’s amplifying it.

For me, tech is the compass, it helps us navigate complexity, stay on course and anticipate what’s ahead. However, empathy? That’s the map. It’s what helps us understand the terrain, connect with others, and choose the right path forward.

When we blend both our powerful tools with our customer centred approach, we don’t just guide customers through their lifecycle. We walk beside them. We celebrate their wins, support them through challenges and make sure every interaction feels intentional, warm and valuable.

That’s the kind of CX I’m proud to be part of. And it’s the kind of experience our customers deserve.

It allows us to:

• Respond faster to customer needs, reducing friction and wait times.
• Anticipate needs using data-driven insights, so we can be proactive rather than reactive.
• Scale support across regions and teams, ensuring consistency no matter where our customers are.
• Free up time for deeper, more meaningful conversations—the kind that build trust and loyalty.

But here’s the twist: automation should never feel robotic. It should feel like a thoughtful extension of the relationship we’ve built. When done right, it’s not just a tool—it’s a teammate. It helps us deliver experiences that feel personal, intentional and full of care.

At Insight, we use automation tools to make this happen. From Lifecycle Advantage to Horizon, we’re blending automation with empathy to ensure every customer journey feels supported, valued and understood.

Keeping CX Soulful

Automation is powerful, but only when it feels personal, purposeful and human. At Insight, we know our customers aren’t just looking for solutions. They’re looking for connection, clarity and care. That’s why we’re intentional about how we use automation across the customer lifecycle. It’s not just about sending messages—it’s about sending the right message, at the right time, in the right tone.

Here’s how we keep the soul in CX—and why it matters to our customers:

Personalisation

Every customer is unique and so is their journey. We tailor communications to reflect their goals, context and preferences—whether it’s a usage tip, a renewal reminder, or a milestone celebration.
This helps our customers feel seen, not just served.

Why it matters: Customers feel valued when interactions reflect their reality, not a generic template. It builds trust and shows we’re paying attention.

Human Checkpoints

We blend digital journeys with live, human touchpoints. Whether it’s a check-in call, a community event, or a quick Webex chat, we make space for real conversations. Automation sets the rhythm, but our people bring the melody.

Why it matters: Customers know there’s a real person behind the process, someone who cares, listens and responds with empathy.

Feedback Loops

We don’t just automate and forget. We listen, learn and adapt. Customer feedback helps us refine journeys, improve timing and adjust tone. Automation at Insight is dynamic, it evolves with our customers.

Why it matters: Customers feel heard. They see their input shaping their experience, which deepens engagement and loyalty.

Community Engagement

Through spaces like our Product Solutions, She’s Insight and STEM Communities, we bring people together to share, support and grow. These communities aren’t just internal, they ripple outward, creating richer, more connected customer experiences. We are enabling our customers to deliver meaningful social value through a variety of Talent Resource Group (TRG) and Environmental, Social Governance (ESG) community initiatives.

Why it matters: Customers benefit from collective wisdom, peer support and a sense of belonging. It’s CX that goes beyond transactions, it builds relationships.

Final Thoughts

At Insight, we’re not just Changing the Game for our customers with tailored AI first solution integrations, we’re building stronger relationships. Automation is a powerful ally however, it’s our values of, Hunger, Heart and Harmony; our people, our passion and our purpose that makes the customer experience truly unforgettable. In partnership with Cisco, we’re not just supporting our customers deliver their business outcomes, throughout lifecycle journeys, we’re crafting experiences that feel personal, purposeful and proactive. Because when tech and empathy walk hand in hand, customers don’t just stay—they thrive.

So, here’s to soulful CX, powered by tech and led with heart.  If you would like to learn more about how we can support your organisation meet their business outcomes, please contact us.