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2024’s Top Trends in Personalized Customer Service in the Age of AI

Updated on February 5, 2024 13 minutes read

Summary points:

According to the Forbes Advisor survey, more than half of businesses (56%) are using AI for customer service. The expectation is that AI will drive a whopping 95% of customer interactions by 2025. The big question is whether automation will take over completely, or whether the human touch will still have its place.

With technology moving at breakneck speed, it’s crucial not to overlook the human touch in customer service. Recent research drives this point home: a solid 71% of customers would rather resolve support issues by directly talking to a human agent than exploring other methods.

Another study reinforces this idea, revealing that customers generally prefer to deal with a person when interacting with a company. Meanwhile, 46% of banking customers feel the need for human interaction, believing that the banking experience lacks a human touch.

Looking ahead to 2024, is the human touch still going to be a non-negotiable aspect of delivering customer service? And what about AI’s role in providing personalized customer service?

Let’s get straight to the point and dive into the customer service trends for 2024. This will help us understand where to invest and what will truly make a difference.

7 Personalized Customer Service Trends for 2024

Exploring the personalized customer service landscape, let’s delve into the emerging trends that are poised to redefine the rules of the game in 2024.

Trend #1. Human-AI Collaboration

In the realm of customer service, the future lies in a synergistic partnership between humans and AI. This isn’t about replacing human agents but rather augmenting their capabilities with AI’s efficiency. Remarkably, 40% of customers still prefer the human touch, and a significant 86% consider speaking to a human agent crucial.

Practical Implementation of Human-AI Collaboration Steps:

  • Divide and Conquer: Assign routine inquiries like FAQs and basic information requests to AI chatbots. This frees up human agents to handle more complex, emotional, or nuanced interactions where empathy and personal judgment are key.
  • Seamless Integration: Integrate AI platforms with your existing customer service tools. For instance, use AI to analyze incoming queries and route them to the appropriate human agent based on complexity or specific customer needs. This ensures that customers are quickly connected to the most suitable agent, enhancing efficiency and satisfaction.
  • Enhance with Technology: Incorporate advanced technologies like VoIP and click-to-call features. These tools, combined with AI’s ability to predict a customer’s needs based on previous interactions, can significantly reduce wait times and improve the overall customer experience.
  • Training and Development: Regularly train your customer service team to work effectively with AI tools. This includes understanding how to take over from AI seamlessly and how to use insights provided by AI to offer a more personalized service.
  • Maintain Authenticity: Ensure that interactions, even those initiated by AI, maintain a natural and human feel. Customize your AI’s communication style to reflect your brand’s voice and values, making interactions more relatable and less robotic.
  • Feedback Loop: Implement a system where feedback from both customers and human agents is used to continuously improve AI algorithms. This ensures that your AI system evolves and adapts to changing customer needs and preferences.


By striking the right balance between human empathy and AI efficiency, businesses can achieve a level of customer service that is both highly efficient and deeply personal. This approach not only meets but exceeds customer expectations, setting the stage for a more connected and satisfying customer service experience. Exploring how to create AI software becomes integral in fine-tuning this balance, enabling businesses to seamlessly integrate advanced technologies that enhance the overall customer journey.

Trend #2. Social Listening and Engagement

About 60% of CX (customer experience) executives see AI as a game-changer in terms of customer service. The focus is on customer self-service and actionable insights, with data visualization and AI-based social listening tools playing a key role. These tools enable brands to tune in to users and clients across all channels, boosting user engagement and satisfaction in the process.

Social listening with Artificial Intelligence means using algorithms to analyze online conversations. It allows you to sift through a ton of data from blogs, social media, forums, and other platforms. Linked to customer service, this approach provides insights into your clients’ concerns, preferences, and the ongoing social atmosphere. With AI social listening in place, you’ll stay ahead of the game, anticipating customer needs and building customer loyalty.

AI not only improves the way brands connect with customers; it also makes strategies more engaging and emphasizes the human touch in our digital age. Through AI social listening and the application of technologies like sentiment analysis and predictive analytics, companies can rapidly comprehend the desires and preferences of their clients. This helps them respond faster, make smart choices based on individual interests, and boost engagement.

AI-powered social listening leads to a more personal and customer-focused experience.

Source: Sprinklr

Trend #3: Hyper-Personalization at Scale with Customer Success Platforms

As we look towards 2024, hyper-personalization in customer experience (CX) isn’t just a trend; it’s becoming a necessity, especially in the SaaS industry. This shift is largely driven by advancements in artificial intelligence (AI) and machine learning (ML), which enable the analysis of vast amounts of customer data. From purchase history to web interactions and support requests, these technologies uncover deep insights and predict customer needs with unprecedented precision.

Customer Success Platforms (CSPs) are at the forefront of this revolution. These platforms, which include both advanced CRM functions and outreach automation features, utilize AI-driven analytics to create detailed client profiles. They map out the customer journey, friction points, and preferences, offering a unique understanding of your users.

The real power of CSPs lies in their ability to automate hyper-personalization. By integrating real-time data and events from multiple sources, these platforms can deliver situationally relevant content, assemble customized product bundles, and craft marketing messages that resonate on a deeply personal level.

“Platforms like ours are transforming how SaaS companies engage with their customers,” says Philipp Wolf, CEO of Custify, a leading Customer Success Software. “By leveraging automation, integrations and a simple interface, we’re enabling brands to scale personalized experiences, ensuring each customer feels uniquely understood and valued throughout their journey.”

This level of personalization, which would be incredibly resource-intensive if done manually, is now achievable at scale thanks to such tools. As customers face an ever-increasing array of choices and dwindling attention spans, the ability to deliver one-to-one personalization will be crucial. Brands that harness the power of CSPs to maintain deep engagement will be the ones leading the charge in the experience economy of 2024 and beyond.

Check out these case studies to see what a CSP can do in real life.

Trend #4. Emotional Intelligence (EQ) In Customer Service

The modern customer service landscape is evolving to place equal emphasis on Emotional Intelligence (EQ) alongside traditional intelligence (IQ). This shift isn’t just for human agents; it’s also crucial for AI systems. Emotional AI, which recognizes, interprets, and responds to human emotions, is transforming customer interactions. This includes empathic chatbots, virtual assistants, and AI-enhanced CRM systems, all designed to offer personalized support and enhance customer loyalty.

Practical Ways to Implement Emotional AI:

  • Empathic Chatbots: Develop chatbots that can detect customer sentiment through text analysis. For instance, if a customer expresses frustration, the chatbot can respond with empathetic language and escalate the issue to a human agent if necessary.
  • Voice Analysis: Utilize AI tools that analyze tone and inflection in a customer’s voice during calls. This can help in understanding the customer’s emotional state and tailoring responses accordingly.
  • Training AI with Diverse Data: To improve the emotional intelligence of AI, train it with a diverse set of data that includes various emotional expressions, languages, and cultural contexts. This enhances its ability to understand and respond to a wide range of customers effectively.
  • Human-AI Collaboration: Use emotional AI to support human agents by providing them with real-time insights into the customer’s emotional state. This can help agents to approach the conversation with the right tone and strategy.
  • Customized Responses: Implement systems where AI can offer personalized responses based on the customer’s detected emotions. For example, if a customer is happy about a service, the AI can respond with equally positive language or offer additional relevant services.
  • Continuous Learning and Improvement: Regularly update and train your AI systems with new data and customer feedback to continuously improve their emotional intelligence capabilities.
  • Balancing AI and Human Interaction: While emotional AI can significantly enhance customer interactions, it’s important to maintain a balance with human touch. Ensure that customers have the option to speak with a human agent, especially for complex or sensitive issues.

By integrating emotional AI into customer service, businesses can create more empathetic and personalized experiences for their customers. This not only improves customer satisfaction but also fosters a deeper connection between the brand and its customers.

Trend #5. Training for the AI-powered Future: Preparing Customer Service Teams

With the infusion of AI into business operations, the demands for employee skills, particularly those of customer service agents, are inevitably evolving. Core skills like critical thinking, resilience, analytics, and creativity remain crucial but are taking on a new dimension.
Some of the key skills to be trained include:

Customer engagement strategy:

  • Training Focus: Develop workshops and simulations to teach agents how to create customer journey maps and identify key touchpoints.
  • Real-World Application: Use these skills to tailor customer interactions, ensuring each touchpoint is optimized for customer satisfaction and engagement.


  • Training Focus: Role-playing exercises that emphasize understanding and responding to customer emotions.
  • Real-World Application: Establishing an emotional connection with customers becomes a pivotal element that AI cannot fully replicate. Agents use empathy to connect with customers on a personal level, providing support that goes beyond scripted responses.

Critical thinking:

  • Training Focus: Scenario-based training that challenges agents to think on their feet and come up with creative solutions.
  • Real-World Application: While AI simplifies routine tasks, critical thinking is crucial when solving challenging and atypical customer issues. Agents apply these skills to handle complex customer queries that AI cannot resolve, ensuring a higher level of customer satisfaction.

Technology proficiency:

  • Training Focus: Regular workshops on the latest CRM systems, CDP and CSP applications as well as AI tools like ChatGPT.
  • Real-World Application: Effectively leveraging AI tools requires agents to be proficient in the latest technologies. Agents use these tools to enhance customer interactions, leveraging AI for efficiency while maintaining a human touch.

Training and development:

  • Training Focus: Ongoing learning programs that include the latest trends in AI and customer service.
  • Real-World Application: Agents stay ahead of the curve, continuously adapting to new technologies and methodologies in customer service.

We are on the verge of a major revolution due to recent AI advances. Gartner predicts that by 2026, one in ten interactions with a contact center agent will be automated. Continuous learning becomes imperative in such an environment for agents to successfully adapt to the changes brought about by AI.

When combined, these skills enable customer service agents to become an integral part of business in the age of AI, where the human touch is still paramount in delivering exceptional customer service.

Trend #6. The Intersection of Data Privacy and Personalization

As we move into 2024, two critical trends in customer service are converging: the increasing demand for hyper-personalization and the growing importance of data privacy and trust. This intersection presents both challenges and opportunities for businesses striving to balance personalized customer experiences with stringent data protection.

The Rise of Regulatory Scrutiny and Privacy Laws:

With Gartner predicting that 75% of the world’s population will be covered under modern privacy laws, businesses must navigate a complex landscape of diverse regulations. The surge in regulatory coverage, including the European Union’s General Data Protection Regulation (GDPR), mandates careful handling of customer data and transparent consumer consent. This shift is a response to concerns over data sharing practices, as highlighted by reports of major tech companies sharing a significant portion of user data with third parties.

Hyper-Personalization Meets Data Protection:

While 71% of consumers expect personalized interactions, there’s an equal emphasis on the security of their personal data. Companies must find innovative ways to deliver tailored services without compromising on privacy. This involves:

  • Transparency: Clearly communicate how customer data is collected and used.
  • Empowerment: Allow customers control over their shared information.
  • Privacy Respect: Show deep respect for privacy in all interactions.
  • Regulatory Compliance: Ensure adherence to privacy regulations and invest in robust security measures to prevent data breaches.

In essence, one of the pivotal trends in customer service revolves around the considerate handling of sensitive customer information.

Preparing for a Regulated AI Landscape:

Recent laws and guidelines from various governmental agencies signal that AI regulatory containment is imminent. For example, President Biden’s October 2023 Executive Order on AI and the new Provisional AI ACT from the EU, are the building blocks of AI regulations to come. Businesses must prepare for these regulations, especially in how they impact data privacy. This means reevaluating AI applications, ensuring they align with emerging guidelines and prioritizing ethical AI practices.

For example, the use of AI technologies in the financial sector is set to come under greater scrutiny. Fin-tech companies using AI in applications like chatbots must address privacy and security risks to comply with consumer financial laws. The focus will be on preventing consumer harm due to AI design flaws or governance failures.

In 2024, the key to success in customer service will lie in mastering the art of delivering hyper-personalized experiences while rigorously protecting customer data. Businesses that navigate this delicate balance effectively will not only comply with regulations but also build stronger trust and loyalty with their customers.

Trend #7. Predictive Analytics and Proactive Customer Engagement

As we look towards 2024, predictive analytics and proactive engagement are set to revolutionize customer service, driven by significant advancements in AI and machine learning (ML). The global predictive analytics market, as per a 2023 report by Reports Insights, is projected to soar beyond $44.3 billion by 2030. This growth is fueled by an increasing demand for predictive insights and data-driven decision-making across various business sectors.

Predictive Analytics in Action:

Various forms of ML, including supervised, unsupervised, and reinforcement learning, contribute to a wide array of predictive analytics applications. These include customer churn prediction, sales forecasting, fraud classification, customer segmentation, anomaly detection, market basket analysis, pricing strategy optimization, and personalized recommendations.

Source: Custify Cashflow Forecast Dashboard

A key benefit of predictive analytics in customer service and customer success is its ability to identify customers at risk of churn. By engaging these customers with tailored retention strategies, businesses can effectively mitigate potential dissatisfaction and enhance customer loyalty.

For example, a CSP such as Custify can create custom dashboards and use predictive analytics to help CSMs proactively identify and engage customers at risk of churn.

Expert Opinions and Predictions for 2024 Personalized Customer Service

Let’s turn to the insights of industry experts to find out how they think the customer service sector will change in 2024 given the widespread automation of business operations.

Priyanka Swamy, CEO of Perfect Locks LLC

Personalized customer service is more important than ever in 2024. We’re seeing increased data analytics used to predict what customers want and are willing to spend. Personalized recommendations based on your customer’s preferences and purchase history are becoming normal. In addition, AI-powered chatbots and AI-powered virtual assistants are improving the customer experience by providing instant, personalized support.

One of the most important things you can do to maintain customer trust in an automated service environment is to be transparent. Make it clear when AI is used and ensure customers know why. Implementing strong data security measures is a no-brainer, ensuring your customer’s data is handled with the highest level of protection.

The key to the future is a balance between AI and human touch. Automation automates processes, but human touch adds that one-of-a-kind personal touch. Combine AI’s efficiency with human agents’ empathy and understanding, and you’ve got a customer experience that’s both holistic and personalized. Find the right balance and you’ll have the best customer experience in 2024 and beyond.


Nils Arnold, CEO of ADTANCE

As an industry leader in digital solutions, we are at the forefront of integrating AI into customer service. Our insights for 2024 focus on how AI can personalize customer experiences while maintaining trust and the essential human touch.

Key Personalized Customer Service Trends for 2024

  • Predictive Personalization: AI will increasingly predict customer needs and preferences, offering personalized solutions even before the customer articulates them.
  • Omnichannel AI Integration: Seamless AI integration across various channels (social media, email, chatbots, etc.) will provide a consistent and personalized customer experience.
  • Voice and Visual AI Interactions: Advancements in natural language processing and visual recognition will make interactions with AI more intuitive and human-like.

Strategies for Maintaining Customer Trust

  • Transparency in AI Operations: Clearly communicating how AI is used and ensuring customer data privacy will be crucial in maintaining trust.
  • Human Oversight: While AI can handle routine inquiries, having human oversight for complex or sensitive issues will ensure a balance between efficiency and empathy.
  • Personalized Human-AI Collaboration: AI should be used to enhance, not replace, human interactions. For instance, AI can provide customer service representatives with real-time insights and suggestions, but the final communication should have a human touch.

Combining Human Touch and AI for a Better Experience

  • AI-Assisted Human Interaction: AI can equip customer service agents with customer history and preferences, enabling them to provide a more personalized and efficient service.
  • Emotion AI: AI technologies that can detect and respond to human emotions will play a significant role. This will allow AI to adapt its responses based on the customer’s emotional state, bridging the gap between digital and human empathy.
  • Continuous Learning Systems: AI systems that learn from each interaction will continuously improve the personalization of the customer experience.

In 2024 and beyond, the key to successful AI-based customer service will be finding the right balance between technological efficiency and human empathy. Personalization will be the cornerstone, but it must be grounded in a deep understanding of customer needs and preferences, with a strong emphasis on maintaining trust and privacy.


Tom Humble, Founder and CXO of E.C.D. Auto Design

As the founder and CXO of E.C.D. Auto Design, a leader in the customization and restoration of luxury vehicles, I’ve seen firsthand how essential personalization in customer service is and how AI can enhance it. Looking towards 2024, there are a few discernible trends:

1. Hyper-Personalized Interactions: AI will enable businesses to offer hyper-personalized solutions based on data, creating a tailored experience for each customer that feels more human than robotic. This can range from knowing a customer’s preferred car customization options to scheduling maintenance based on their typical usage.

2. Proactive AI Assistance: AI features will anticipate needs and offer help before problems arise, turning customer service into a proactive rather than a reactive role.

Building trust in an automated service arena is crucial, especially in luxury. Transparency about data usage policies and human contact points will be vital in maintaining trust. Explaining to customers how AI works to enhance their service while also assuring them of their data security underpins a successful AI-human symbiosis within E.C.D. Auto Design, we use tools like Slack or Zoom to provide personalized service, while AI is used to manage logistics and enhance our design processes.

In 2024 and beyond, I believe that the winning combination will be offering AI-driven solutions, using gathered data to personalize interactions but also ensuring that human touchpoints remain, whether that’s in the design consultations or follow-up interactions. AI is an enabler, not a replacement, for effective human interaction within customer service.


Philipp Wolf, CEO of Custify

As we enter 2024, the mainstream adoption of predictive analytics in the SaaS industry marks a pivotal shift. This trend, extending beyond specialized analytics departments, is now enhancing customer engagement and operational efficiency across various business areas, including marketing and customer success.

At Custify, we’re embracing this evolution by integrating predictive analytics into our platform. Our dashboards feature advanced capabilities that enable businesses to forecast critical metrics like cash flow and churn rate. This proactive approach, powered by historical data and customer behavior patterns, allows businesses to anticipate and address customer needs preemptively, shifting from a reactive to a proactive engagement model.

The integration of predictive analytics in SaaS platforms across all industries is transforming customer facing departments, pushing them into moving from a reactive to a proactive domain. This shift promises enhanced efficiency and customer satisfaction, highlighting the evolving role of AI and ML in the SaaS industry as we move into 2024 and beyond.


Matteo Valentini, CEO of Pantheon Tickets

In 2024, one of the key personalized customer service trends is the increasing use of AI for real-time, tailored travel recommendations. AI algorithms are becoming adept at understanding individual preferences and can suggest destinations, accommodations, and experiences that align with travelers’ unique tastes. This not only enhances the customer experience but also simplifies the decision-making process for travelers.

Maintaining customer trust in an automated service landscape requires a delicate balance between technology and human empathy. Transparency in how AI tools use customer data and ensuring human customer service is available when needed are critical. Customers should feel that AI is a facilitator, not a replacement for the personalized attention they can get from a human.

Combining human touch and AI to deliver better personalized customer experiences involves leveraging AI for efficiency and data analysis while retaining human interaction for complex, emotional, or nuanced customer needs. In my company, Pantheon Tickets, we use AI to streamline ticketing and provide insightful travel content but ensure that our team is available for personal consultations, offering that irreplaceable human connection.

The future of personalized customer service in travel will heavily rely on AI, but the key to success will be in harmoniously blending technology with the irreplaceable human element, ensuring a seamless, enjoyable, and trustworthy experience for travelers.



We’ve seen a growing trend toward more personalized customer experiences, and it’s expected to continue through 2024. Customers want companies to be more attentive and understanding. It’s also important for companies to be open and honest about how they collect and use customer data. In addition, maintaining a human touch in customer service is critical, even as automation becomes more common in business operations.

Companies that invest in smart AI solutions to improve efficiency while maintaining a human touch are likely to be well-prepared for future challenges.

Now that you’re up to speed on the top personalized customer service trends for 2024, you’ll have a solid foundation for effortlessly navigating the AI scene without sacrificing the human touch.

Alexey Kutsenko

Written by Alexey Kutsenko

Alexey Kutsenko is the CMO at DDI Development, which provides custom web & development services to clients worldwide. Alexey has vast experience in building marketing strategies for various clients, defining the client’s needs, and leading digital marketing strategies.

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