SMU Senior Lecturer of Information Systems Rafael Barros explained that unresolved service issues despite automation stems from a growing gap between customer expectations and the resources available to service agents. He emphasised that a clear understanding of the process sequence and customer expectations is crucial, but noted that employees often prioritise internal Key Performance Indicators over resolving customer problems. He also noted artificial intelligence's potential but pointed out the need for human intervention to balance the objectives of problem resolution and adherence to internal protocols.
