From Failing to Thriving. Creating Positive Customer Experiences.
BY KARA HUNT
Recently I visited a local restaurant for a family celebration and highly appreciated the extra effort they’d gone to in decorating our table. Unfortunately, that’s where the human touch seemed to end. We had to figure out for ourselves that ordering was only available via QR code—the sole way to access the menu, tough luck for one of our guests who didn’t have a device. I get it—semi normal these days. The children’s meals arrived promptly, with adult meals trickling in over the next 20+ minutes, at the 40-minute mark, some meals were still missing... When I enquired, staff discovered the order hadn’t been started. Given the further delay, I asked if something quicker could be prepared. The response? “You can order something else from the menu,” followed by a direction back to the QR code. I understand that the staff member wasn’t at fault, but this experience reinforced the feeling that as we lean more on automation, is customer service fading?
A recent PxC Report reveals that 73% of Australian consumers consider customer service a key factor in their purchasing decisions, with an even greater number having switched brands due to poor service experiences (Zendesk research). You’d think that in an age where businesses are competing for attention, service would remain one of the most crucial factors.
I believe great customer service is about connection. Maybe it’s a barista remembering your name, a retail assistant genuinely complimenting your outfit, or a support agent who truly listens and/or going the extra mile to resolve your issue. These moments build trust and loyalty. Yet, too often, its appears businesses today prioritise efficiency over empathy. I agree that automation and AI-driven chatbots have their place—I use them myself—but shouldn’t they enhance, not replace, the human touch? A Harvard Business Review study found that 64% of customers prefer speaking with a live agent over an automated system, especially when dealing with complex issues. This aligns with Australian trends, where consumers value personalisation and responsiveness over speed alone.
Poor customer service doesn’t just frustrate customers—it directly impacts a company’s bottom line. A Qualtrics study indicates that Australian businesses risk losing approximately AU$74 billion annually due to poor customer service. Negative word-of-mouth, further amplified by social media, can significantly damage a brand’s reputation...
So where do you start? I believe the first step in creating great customer experiences is a fairly simple one — believing that service is about people, not just processes.
Remembering it’s about acknowledging customers, not just completing transactions. It’s the warmth in a greeting, the effort to resolve an issue, the small moments of care that make people feel seen.
It’s empowering staff to make decisions, not just follow scripts. It’s designing systems that support, not replace, human connection. And most importantly, it’s recognising that while technology can streamline, only people can truly empathise.
Businesses that get this don’t just create customers -they create loyalty, trust, and community.
And in a world that’s becoming increasingly automated, in my opinion, that’s what will set them apart.