Beyond Automation: The Power of Human–AI Collaboration

AI can respond to customers in seconds, handle thousands of requests, and operate continuously 24/7. But as technology takes on more responsibilities, is the role of humans in customer service gradually diminishing?

In reality, the advancement of AI is opening up a different path. Rather than replacing people, businesses can leverage technology to enhance the capabilities of their workforce.

This is the essence of “Augment Humans,” a human-centered approach highlighted by Mr. Pham Manh Hung, Deputy Director of CX at Viettel Customer Service (VCX), in his presentation, “The Future of Human + AI Collaboration in Customer Experience.” From this perspective, the future of Customer Experience (CX) is not defined by how many tasks AI can take over, but by how effectively technology empowers people to deliver greater value to customers.

"The future of Customer Experience lies not only in the ability to automate, but also in how AI and humans collaborate to create better customer experiences."

“Augment Humans” – From Replacement to Human Empowerment

During the initial wave of AI adoption, many businesses focused on automating processes to shorten handling times, reduce workloads, and optimize costs. Chatbots, voicebots, and intelligent systems have become increasingly common in customer service operations.

However, automation does not necessarily translate into a better customer experience in every situation.

AI can deliver information quickly, but it still faces limitations when dealing with complex, sensitive situations or those requiring empathy. Customers expect more than accurate answers; they also want to feel heard and receive support tailored to their circumstances.

This is where the distinction between “Replace Humans” and “Augment Humans” becomes clear.

While Replace Humans focuses on using technology to perform tasks traditionally handled by employees, Augment Humans aims to combine AI's processing speed with human experience, judgment, and emotional intelligence.

"Augment Humans is an approach to enhancing human capabilities through technology by combining AI's processing speed and analytical capabilities with the experience, judgment, and emotional intelligence of customer service professionals."

Under this approach, AI becomes an intelligent assistant that helps employees work more effectively, rather than merely a tool for reducing manual tasks.

How Can AI Elevate Customer Service Professionals?

Imagine a customer service agent handling a complex customer request. Instead of searching for information across multiple sources, the agent can receive AI-powered assistance in analyzing conversations, retrieving relevant knowledge, and recommending solutions in real time.

This is the Assistive AI model, in which technology acts as a real-time assistant, enabling agents to focus more on listening to customers and resolving their issues.

Meanwhile, the Human-in-the-Loop model allows AI to execute processes while maintaining human oversight or intervention when necessary.

With Sequential Handoff, AI handles straightforward requests and transfers more complex cases to human agents, along with the interaction history, ensuring a smoother continuation of customer support.

What these models share is a clear division of strengths: AI handles tasks where technology excels, while humans focus on interactions requiring expertise, flexibility, and empathy.

As a result, customer service professionals can move beyond routine task execution toward more specialized problem-solving, consultation, and customer relationship building.

"The shift from Automation to Collaboration marks a transformation in Customer Experience thinking, moving from a primary focus on cost optimization toward enhancing the quality of customer experiences."

VCX's Approach to Leveraging AI to Enhance Human Capabilities in CX

At Viettel Customer Service, AI adoption is not solely aimed at process automation but also at helping employees improve their productivity and service quality.

Guided by the philosophy of “Consulting First, Technology That Fits,” VCX approaches CX transformation by first assessing business needs, designing customer journeys, and then recommending appropriate technological solutions.

To bring this vision to life, VCX has developed a comprehensive Customer Experience ecosystem featuring platforms such as OmniX, CXBot, and KnowX Hub, alongside data analytics and quality monitoring solutions.

Within this ecosystem, CXBot automates the reception and handling of routine customer requests, reducing the workload of customer service teams. OmniX manages and orchestrates customer interactions through a unified omnichannel contact center platform. KnowX Hub applies AI to knowledge management, enabling agents to access relevant information quickly and improve consultation efficiency.

Together, these solutions create opportunities for AI to support employees across multiple stages of the customer service process, from receiving requests and retrieving information to resolving issues and improving interaction quality.

Rather than using AI simply to reduce workloads, VCX aims to position technology as a strategic resource for enhancing human capabilities while helping businesses build smarter, more proactive customer service models.