“Empathy is the ultimate customer service technology.” - Tony Hsieh, former CEO of Zappos
Online retail puts a premium on human support
India’s rapidly growing online retail sector is changing the face of customer care. Chatbots and automated help desks are now the default first point of contact, while human assistance is being offered as a paid, premium feature. This shift, driven by efficiency and profit motives, is raising concerns about the erosion of empathy in digital commerce.
Automation over empathy
Companies such as Flipkart, Swiggy, and Zomato have introduced paid or membership-based access to human agents through services like Flipkart Black, Swiggy One BLCK, and Zomato’s VIP Mode. These models promise quicker complaint resolution for paying customers. For others, chatbots dominate interactions, often frustrating users who feel trapped in loops of automated responses.
The struggle for resolution
Customers report increased difficulty reaching human support. Many spend over half an hour navigating chatbot menus without resolution. Some platforms, like Zomato, have rolled back certain AI features, such as automated food photo generation, after customer backlash. The trend reflects the growing tension between digital convenience and genuine human interaction.
Paid empathy becomes a perk
Retailers argue that AI-driven systems enhance speed and scalability, but critics warn this approach commodifies empathy. While AI can manage scale, it often fails to provide reassurance and understanding, key aspects of customer trust. Businesses that over-rely on automation risk alienating loyal users seeking authentic, responsive service.
A human touch still matters
Experts say the future lies in hybrid systems where AI supports human agents, not replaces them. As companies experiment with “AI-led services,” striking a balance between cost efficiency and emotional intelligence will define the next phase of online customer care in India.
Summary
Indian e-commerce platforms are increasingly charging for human customer support, shifting to AI-led automation. While efficient, this model risks alienating users who value empathy and personal connection, underscoring the need for balanced, hybrid customer care systems.
Food for thought
Can empathy ever be automated, or will customers always pay extra for the human touch?
AI concept to learn: Large Language Models (LLMs)
Large language models are advanced AI systems trained on vast amounts of text to generate human-like responses. They power chatbots and virtual assistants, enabling them to understand and respond to user queries with increasing sophistication, but often without emotional context.
[The Billion Hopes Research Team shares the latest AI updates for learning and awareness. This is not a professional, financial, personal or medical advice. Please consult domain experts before making decisions. Feedback welcome!]
COMMENTS