Why Human Customer Service Could Become a Competitive Advantage

In a recent LinkedIn post, •Shep Hyken discusses how companies can use AI without losing the human connection customers value. This article reports on Hyken’s post and examines his argument that access to real people may help businesses stand out as automation spreads.

“AI can make things faster, easier, and more convenient. Use it where it makes sense, but don’t let efficiency get in the way of connection.”

Keeping a human option available

Hyken’s central recommendation is to give customers a choice between technology and a live person. He does not argue against AI: instead, he recognizes its potential to make service more convenient while warning that speed alone is not the whole customer experience. In his view, companies should apply automation where it helps and preserve human support when customers want personal interaction.

That choice matters in moments when customers need help that feels responsive and specific. A self-service tool may be useful for a quick task, while a conversation with a person can offer a more direct connection. According to Hyken, making both options available can keep efficiency from becoming a barrier to service.

Real service as a point of difference

Hyken frames human availability as a possible competitive advantage, particularly as more companies adopt AI. His post opens with a question about how refreshing it would be for a company to promise “100% real customer service,” emphasizing the appeal of knowing that a real person is reachable.

“Give customers the choice of technology or a live person.”

The argument is that customer service can distinguish a business when its competitors increasingly rely on automated interactions. Hyken suggests that being easy to reach and “human and REAL” could shape whether customers want to return. That is a strategic claim about loyalty, rather than a rejection of new tools.

Balancing convenience and connection

Hyken’s post points toward a practical test for businesses adopting AI: does the technology make service easier while leaving customers a meaningful path to human help? Companies can assess where automation serves routine needs and where a live conversation better supports the customer.

He closes by connecting that balance to repeat business, writing that human service may be “the competitive advantage that makes customers say, ‘I’ll be back!’” The post’s message is straightforward: use AI for convenience, but keep human connection within reach. As Hyken argues, the companies that make both possible may give customers a stronger reason to return.