Customer Value Creation

Rather than think Human-in-the-Loop - which implies AI-first with human involvement - it is often better to think AI-in-the-loop, with humans in control and AI supporting as useful. A new paper explores the distinctions between these models (link in comments). Some of the insights: 💡 Automation or collaboration? The key difference in the models is how control and accountability are allocated between human and machine. Essentially human-in-the-loop is automation with human involvement, while AI-in-the-loop is human-driven collaboration with AI. 🔄 Patterns of interaction. In human-driven setups, the AI’s role is highly contextual, tailored to the user’s specific needs and expertise. For AI-driven models, the human interaction is often more reactive—addressing errors or fine-tuning outcomes. 🤝 Trust in human-AI collaboration. Trust is earned differently in these systems. For human-driven setups, users need to feel that the AI is transparent and interpretable. For AI-driven systems, trust hinges on the system proving reliable over time and aligning with user expectations. In both cases, trust is critical to generate useful collaborative outcomes. 🛠 Selecting the right system for the task. The choice between human-in-the-loop and AI-in-the-loop systems depends on the complexity of the task. For repetitive or predictable tasks like inventory forecasting or detecting product defects, AI-driven systems can automate effectively. For nuanced and high-impact applications like personalized healthcare decisions or crafting adaptive education strategies, human-driven systems should be chosen. The language and frameworks we use shape the systems we create. The implicit framing that AI leads in the human-in-the-loop phrase is dangerous. In many cases we absolutely want humans first, with AI-in-the-loop where it is useful.

😤𝐘𝐨𝐮𝐫 𝐒𝐞𝐫𝐯𝐢𝐜𝐞 𝐈𝐬𝐧’𝐭 𝐁𝐫𝐨𝐤𝐞𝐧. 𝐘𝐨𝐮𝐫 𝐎𝐫𝐠𝐚𝐧𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐈𝐬. Ever wonder why some services feel smooth and seamless, while others leave you frustrated and stuck? It’s not just about technology, it’s about how the organization behind the service is designed. Here’s the kicker: 𝐘𝐨𝐮𝐫 𝐨𝐫𝐠 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐬𝐡𝐚𝐩𝐞𝐬 𝐲𝐨𝐮𝐫 𝐬𝐞𝐫𝐯𝐢𝐜𝐞 𝐫𝐞𝐥𝐢𝐚𝐛𝐢𝐥𝐢𝐭𝐲. Most leaders focus on headcount, budgets, or shiny new tools. But the truth is, the 𝐬𝐡𝐚𝐩𝐞 of your organization, the 𝐫𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠 𝐥𝐢𝐧𝐞𝐬, 𝐭𝐞𝐚𝐦 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞𝐬, and 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 paths, has the biggest 𝐢𝐦𝐩𝐚𝐜𝐭 on how your 𝐬𝐲𝐬𝐭𝐞𝐦𝐬 𝐩𝐞𝐫𝐟𝐨𝐫𝐦. Why? 𝐁𝐞𝐜𝐚𝐮𝐬𝐞 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐭𝐞𝐚𝐦𝐬 𝐫𝐞𝐟𝐥𝐞𝐜𝐭𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐢𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐬 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐬𝐲𝐬𝐭𝐞𝐦 𝐜𝐨𝐦𝐩𝐨𝐧𝐞𝐧𝐭𝐬. 𝐒𝐲𝐦𝐩𝐭𝐨𝐦𝐬 𝐨𝐟 𝐏𝐨𝐨𝐫 𝐎𝐫𝐠 𝐃𝐞𝐬𝐢𝐠𝐧: 🚶♂️ 𝐋𝐨𝐰𝐞𝐫 𝐯𝐞𝐥𝐨𝐜𝐢𝐭𝐲: Simple changes take forever. 💥 𝐇𝐢𝐠𝐡 𝐟𝐚𝐢𝐥𝐮𝐫𝐞 𝐫𝐚𝐭𝐞𝐬: Miscommunications and unclear ownership wreak havoc. 💸 𝐑𝐢𝐬𝐢𝐧𝐠 𝐜𝐨𝐬𝐭𝐬: Incidents escalate, damaging your reputation and bottom line. 🍝 𝐅𝐫𝐚𝐠𝐦𝐞𝐧𝐭𝐞𝐝 𝐬𝐲𝐬𝐭𝐞𝐦𝐬: Your architecture ends up as tangled spaghetti. 𝐒𝐨, 𝐰𝐡𝐚𝐭’𝐬 𝐭𝐡𝐞 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧? 𝐒𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. By focusing on how users (internal or external) interact with your services, you can: 🔗 Identify pain points in team handoffs. ✂️ Simplify dependencies and ownership. 🤝 Design a structure that supports collaboration, not chaos. 💡 Remember: 𝐀 𝐬𝐲𝐬𝐭𝐞𝐦 𝐢𝐬 𝐧𝐨𝐭 𝐣𝐮𝐬𝐭 𝐭𝐡𝐞 𝐬𝐮𝐦 𝐨𝐟 𝐢𝐭𝐬 𝐩𝐚𝐫𝐭𝐬, 𝐢𝐭’𝐬 𝐭𝐡𝐞 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐨𝐟 𝐭𝐡𝐞𝐢𝐫 𝐢𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐬. To build reliable services, we need to think bigger than micro-optimizations like CI/CD or TDD. The key lies in designing organizations that enable seamless collaboration and robust system reliability. #Organization #Systemreliability #ConsumerJourney #Leadership #DigitalTransformation

Yesterday, I posted a conversation between two colleagues, we're calling Warren and Jamie, about the evolution of CX and AI integration. Warren argued that the emphasis on automation and efficiency is making customer interactions more impersonal. His concern is valid. And in contexts where customer experience benefits significantly from human sensitivity and understanding — areas like complex customer service issues or emotionally charged situations — it makes complete sense. Warren's perspective underscores a critical challenge: ensuring that the drive for efficiency doesn't erode the quality of human interactions that customers value. On the other side of the table, Jamie countered by highlighting the potential of AI and technology to enhance and personalize the customer experience. His argument was grounded in the belief that AI can augment human capabilities and allow for personalization at scale. This is a key factor as businesses grow — or look for growth — and customer bases diversify. Jamie suggested that AI can handle routine tasks, thereby freeing up humans to focus on interactions that require empathy and deep understanding. This would, potentially, enhance the quality of service where it truly mattered. Moreover, Jamie believes that AI can increase the surface area for frontline staff to be more empathetic and focus on the customer. It does this by doing the work of the person on the front lines, delivering it to them in real time, and in context, so they can focus on the customer. You see this in whisper coaching technology, for example. My view at the end of the day? After reflecting on this debate, both perspectives are essential. Why? They each highlight the need for a balanced approach in integrating technology with human elements in CX. So if they're both right, then the optimal strategy involves a combination of both views: leveraging technology to handle routine tasks and data-driven personalization, while reserving human expertise for areas that require empathy, judgement, and deep interpersonal skills. PS - I was Jamie in that original conversation. #customerexperience #personalization #artificialintelligence #technology #future

90% of sales are automated today.   But is it helping us connect or pushing customers away? Automation can boost speed… but does it hurt trust? (Lets find out.)   In my 24 years in marketing, I’ve watched tech transform the industry.   Automation has brought speed and convenience, but it’s also introduced a challenge: How do we keep the human side alive?   Sales isn’t just about closing deals; Its about connecting with people.   We buy from those we • Trust • Connect with • Feel valued by.   Customers remember how we make them feel. A transaction fades but a connection lasts.   I’ve seen companies lose clients because they focused too much on automation and not enough on the personal touch.   Automation is a fantastic tool → when used right. But when overused, it can push clients away.   Here are 3 things I’ve learned to keep clients engaged:   Make Clients Feel Heard ↳ Use automation for follow-ups only. ↳ Start with real, genuine conversations. ↳ Listening builds trust, automation doesn't.   Balance Tech with Real Connection ↳ Automate simple tasks, personalize important ones. ↳ Clients remember thoughtful, small gestures. ↳ A personal touch always stands out..   Focus on Meaningful Conversations ↳ Quality beats quantity every time. ↳ Real connections build strong loyalty. ↳ Sincere messages matter more than many. Automation should support not replace the human element. It’s about finding the right balance. How are you keeping the human touch alive in sales? Drop your thoughts below!  

In healthcare—and in life—good intentions aren’t enough. A group of seminary students prepares to give talks on compassion—some on the Good Samaritan. On their way to the lecture hall, they pass someone in visible distress. Surely, their moral training would guide them to stop. Right? The study found something unsettling: If they were in a hurry, they were far less likely to help—regardless of how much they valued compassion. This reveals something profound. Context shapes behavior—not in a rigid way, but enough to influence whether we respond with empathy or walk by. Now think about healthcare. Most clinicians enter the field with a deep desire to care. But like the students, our ability to act on that intention is shaped by their environment: 🚨 Long shifts 📋 Endless documentation 🏥 Understaffing 💔 Emotional overload Over time, many experience empathic distress—the toll of witnessing suffering without adequate support. Some detach to cope. Others find compassion satisfaction—a sense of meaning that sustains them. Here’s the heart of it: Clinicians don’t burn out because they lack compassion. They struggle when systems make it nearly impossible to live it out. Even the most empathic hearts falter in environments that reward speed over presence, output over connection. And yet, people vary—strengths and coping styles make a difference. What helps? To preserve empathy, we must create spaces where care can breathe: • Time to Care – Like the students in the low-hurry group, clinicians need room to connect. • Psychological Safety – A culture where emotions can be shared without fear. • Better Systems – Workflows that reduce burden and protect humanity. • Individual Support – Because no two people handle stress the same way. Compassion isn’t simply a personal trait. It’s a shared resource—one that systems can either nourish or deplete. If we truly value empathy in healthcare, we must design for it—while honoring the diverse ways providers stay connected to their purpose. What combination of systemic and individual support do you believe makes the biggest difference? I’d love to hear from those on the front lines—and those shaping the future of care. #JustOneHeart #Healthcare #Compassion #BurnoutPrevention #PsychologicalSafety #Empathy #PatientExperience

The impact of technology becomes real when it improves the lives of those you care about. It’s the case of the collaboration between Roche and IBM that puts #AI to work to help diabetes patients better manage their condition.   The Accu-CheckSmart Guide Predict app combines continuous glucose monitoring sensors with predictive algorithms powered by AI to assist with glycemic control and reduce the risk of hypoglycemia or hyperglycemia.   Being able to anticipate potential adverse events hours before they happen allows people with diabetes to take preventive measures. For example, one feature that I find fascinating is “Night low predict”, a night guardian that estimates the likelihood of hypoglycemia during the 7-hour window of a patient’s sleep, so they can consider eating a bedtime snack before falling asleep. That seemingly simple gesture can significantly impact diabetes management, offering peace of mind and improved quality of life for patients.   Find out more about this cross-industry partnership and how European-born digital innovation can transform patient care: https://lnkd.in/d3mcWcRA

AI and automation are changing the game when it comes to efficiency. The real challenge now is: how do we use these tools without losing the human connection that makes business meaningful? 🤖✨ Sure, AI is great at personalizing experiences, speeding up processes, and getting things done fast. But all that efficiency doesn’t mean much if it feels cold or robotic. 🤷♂️ At the end of the day, people connect with people. AI can suggest the right product or answer common questions, but building trust and empathy—that’s still something only humans can do. ❤️ So how do we get this balance right? How do we let technology do the heavy lifting without losing that personal touch? The key lies in combining smart tools with genuine care. Let AI handle the routine stuff 🏋️♂️ so that people can focus on building real relationships, adding value, and making customers feel heard. Think about it: ✅ A chatbot that knows when to pass the conversation to a real person. ✅ Automated emails that don’t sound like they came from a robot. ✅ Insights from AI that actually help teams connect better, not just work faster. I wrote more about this in my chapter for Connectedness, Thinkers50’s latest book 📖—exploring how businesses can stay human even as they go digital. In the end, efficiency opens the door—but it’s human connection that invites people in. 💫 -gs

“Behind that takeaway is a complex, beautiful mess of people, platforms, and precision.” 🔴 The Lifecycle of an Order — Part 1 From the moment a customer starts searching to when their food arrives at the door, there’s a whole world of people, tech, and processes working behind the scenes. In hospitality, the order lifecycle isn’t just a series of transactions — it’s like a relay race. One that, when done right, not only enhances the customer experience but also drives repeat business and profitability. This mindset was first instilled in me by my former boss at REEF, Dylan Casey whose operational thinking shaped how I approach every stage of the journey. Here’s how it typically plays out 👇 1️⃣ Discovery: It all begins with a craving. The customer browses Google or delivery apps looking for options. Here, visibility is crucial — SEO, reviews, accurate listings, and appealing menu images can all impact conversion. 2️⃣ Decision & Ordering: Once they land on your app or website, the user experience needs to be seamless. Clear menu layouts, effective upselling, smooth checkout, and quick payment options make all the difference. 3️⃣ Processing & Kitchen Operations: The order pings the POS or KDS. At this point, speed and accuracy are everything. Tools like smart prep timers, auto routing, and real-time kitchen visibility keep things ticking. 4️⃣ Dispatch & Delivery: A critical stage. Whether handled in-house or via third parties, smooth handover, clear delivery tracking, and effective packaging all influence how your brand is perceived. 5️⃣ Delivery Experience: Was it hot? Was it on time? Was it professional? This is the moment your customer remembers most — and it often determines whether they’ll return. 6️⃣ Feedback & Loyalty: Now it’s about building a relationship. Did they leave a review? Did they join your loyalty programme? This is where automation, smart CRM journeys, and personalised offers help drive long-term loyalty. ——— I’ve helped build and scale tech-enabled operations across QSRs, dark kitchens, and SaaS platforms; streamlining this journey to improve retention, reduce defects, and boost weekly sales. This post is the first in a short series, breaking down the order lifecycle step-by-step — and how we can improve it at every stage. If you’re working on scaling tech-enabled hospitality or want to transform your customer journey — let’s connect. 📣 Where do you think most businesses lose their customers in this process?

Customers expect seamless interactions across every channel, whether they’re online, in-store, or on social media. While this is the backbone of customer satisfaction and loyalty, ensuring that every interaction feels seamless and personalized can often be a challenge. It’s not just about solving problems as they arise but also about truly understanding your customers' journeys, addressing their pain points, and creating a unified experience across all platforms. So, how do we make this happen? Here are five steps to delivering a consistent omnichannel experience: 1. Know Your Customer Understanding your customers’ preferences, behaviors, and challenges is the foundation of a great omnichannel strategy. Dive deep into your customer data to truly know who they are and what they need. 2. Integrate Your Systems Seamless integration between your systems ensures smooth communication and data sharing across all channels. This prevents disjointed experiences and empowers your team with the right insights at the right time. 3. Maintain a Consistent Brand Image Whether it’s a social media post, an in-store interaction, or an email campaign, your brand identity should remain consistent. A cohesive message builds trust and reinforces your brand’s promise. 4. Create Seamless Customer Journeys Transitions between channels should feel effortless. Customers shouldn’t feel like they’re jumping between disconnected silos but rather engaging with one cohesive system. 5. Implement Personalization Strategies Customers expect personalization. Tailor your offerings, interactions, and messaging to each customer to make them feel valued and understood. Are these steps easy to implement? Not always. I believe that just as empathy in customer service requires ongoing effort and training, delivering a consistent omnichannel experience demands constant evaluation, refinement, and investment. But the payoff is undeniable nevertheless – you realize that stronger customer loyalty, better brand reputation, and more meaningful connections with your audience. What’s your biggest challenge in creating a seamless omnichannel experience? Share your thoughts or insights in the comments. We’d love to learn from your journey! #CustomerExperience #Omnichannel #CustomerJourney #EmpathyInBusiness #CX #KSA