“We want to automate customer service with robots.” But the real question was something else.
Background
A facility reached out to ask if they could automate customer service using a robot. They were dealing with staff shortages and hoped automation could ease the burden.
The Disconnect
As we explored the idea, we realized that no one had clearly defined what “customer service” actually meant in this context. When we broke down the tasks, some were solvable with a simple sign. Others required empathy, human judgment, and nuanced conversation — things a robot couldn’t replicate.
The Insight
This project reminded us that before bringing in technology, it’s crucial to clarify: what exactly are we trying to change? In the end, we redesigned the customer service experience itself — with robots positioned as an optional tool, not the solution.