[UPDATED FOR 2025] Customer expectations continued to rise in 2025, and the gap between great and poor customer service is widening. This article examines best- and worst-performing companies across industries—and the CX lessons leaders must apply as AI and human-in-the-loop service models shape the future.

As AI implementation in customer service contact centers accelerates, a critical question remains: How do we preserve empathy, judgment, and human connection in an increasingly digital world? The answer lies in human-in-the-loop design, a model where AI manages the predictable and people manage the personal. It’s the sweet spot between efficiency and humanity, allowing organizations to deliver services that are faster, smarter, and still unmistakably human.

For call center executives and managers, the message is clear: evolve your service strategy to meet digital-first expectations or risk losing customer loyalty. This article provides practical guidance on striking a balance between high-tech solutions and the human touch. We'll also explore how customer service teams can coach customers in adopting digital tools, the top 10 considerations when transforming service for digital-first customers, and how the roles of agents and le

Effective call center training programs are the backbone of great customer experiences. In today’s world of heightened customer expectations