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Description

Customer Relations and AI: Deciding What to Automate, Rehumanising and Building Loyalty

Deciding what must remain in human hands as automation extends across the entire customer journey

  • 1 day — 7 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

The customer journey is becoming automated: online self-service portals, instant replies, conversational agents. Simple requests resolve themselves, and the contacts that do reach advisers are more complex and more emotionally charged. At the same time, customers increasingly say that they can no longer find anyone to speak to and that every answer sounds the same.

One day to decide where human contact belongs: identifying the moments in the journey that require it, setting criteria for choosing between automated handling and human ownership, recovering a customer frustrated by an online journey, and reviewing the indicators used to steer service quality.

Learning objectives

  • Map the moments in the customer journey that require human intervention
  • Decide between automated handling and ownership by an adviser
  • Redefine the adviser's added value on complex and emotionally charged requests
  • Adapt your approach when the customer has already consulted automated answers
  • Update service indicators to reflect perceived quality

What makes this programme different

Your own customer journey is dissected to identify the breakdowns created by automation
Recovery calls following a failed automated interaction are practised in realistic situations
Existing performance indicators are reviewed and amended during the session

Programme

1What automation shifts

A new division of work between machine and adviser

  • Requests absorbed by self-service portals and conversational agents
  • Effects on the nature of the contacts that reach advisers
  • Customer expectations regarding access to a real person
  • Signs that the relationship is perceived as dehumanised

2Deciding where human contact belongs

Making the call moment by moment

  • Mapping the sensitive moments of the journey
  • Criteria for choosing between automated handling and human ownership
  • Designing handovers and carrying over the customer's context
  • Making access to a human contact visible

3Restoring presence in the conversation

The adviser's added value

  • Personalising the response based on what the customer has already done alone
  • Recovering a customer frustrated by an automated journey
  • The scope for initiative left to the adviser
  • Indicators that reflect perceived quality

Who is it for

Customer relations managers · customer service team leaders · customer experience officers and experienced advisers.

Prerequisites

Experience in customer relations or in managing a customer service function.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.