{"id":10509,"date":"2025-10-08T15:33:30","date_gmt":"2025-10-08T07:33:30","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=10509"},"modified":"2025-10-08T15:33:32","modified_gmt":"2025-10-08T07:33:32","slug":"ai-redefining-customer-service-roles","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/ai-redefining-customer-service-roles\/","title":{"rendered":"How to Succeed with AI to Reshape Customer Service Roles"},"content":{"rendered":"\n<p>AI is changing customer service \u2014 just not in the sensational way some headlines would have you believe. It\u2019s not about completely replacing people or shutting down contact centres. Instead, Agentic AI like <a href=\"https:\/\/www.salesforce.com\/ap\/agentforce\/\">Agentforce<\/a> is steadily transforming how the work gets done \u2014 shifting roles, updating the skills teams need, and reshaping how service is delivered.<\/p>\n\n\n\n<p>In this blog article \u2014 the second in our series <em>\u201cAgentforce Reinforces the Human and the Humane in Your AI Strategy\u201d<\/em> \u2014 we explore how AI is showing up in different types of service roles, from complex tech support to high-volume routine work. We also look at how leaders can get ahead of these changes by supporting both their people and their technology.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"learn\">What you\u2019ll learn:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#understanding\">Understanding AI\u2019s true reach in customer service<\/a><\/li>\n\n\n\n<li><a href=\"#why\">Why role type matters: the spectrum of service complexity<\/a><\/li>\n\n\n\n<li><a href=\"#planning\">Planning for the future of AI: 5 recommendations<\/a><\/li>\n\n\n\n<li><a href=\"#human\">A human future, powered by AI<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"layout-twelve wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Prepare your org for Agentforce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Want to get the most out of digital labor? Our exclusive guide covers the best practices you need to know.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/form\/service-cloud\/prepare-for-digital-labor\/\">Get the free guide<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-twelve.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"understanding\">Understanding AI\u2019s true reach in customer service<\/h2>\n\n\n\n<p>First, it\u2019s important to understand where AI excels and where it doesn\u2019t. <a href=\"https:\/\/www.salesforce.com\/ap\/service\/ai\/customer-service-agents\/\">AI agents<\/a> today aren\u2019t substitutes for human versatility. Service reps often handle dozens of tasks in a single interaction, drawing from emotional intelligence, complex reasoning, and system-wide coordination that AI has yet to match. As <a href=\"https:\/\/www.youtube.com\/watch?v=LCEmiRjPEtQ\" target=\"_blank\" rel=\"noreferrer noopener\">AI expert Andrej Karpathy<\/a> notes, we need to think of AI like an Iron Man suit \u2014 built to augment humans, not replace them. He advocates for an \u201cautonomy slider,\u201d where AI starts as support and gradually takes on more responsibility \u2014 always under human oversight.<\/p>\n\n\n\n<p>In the near term, we\u2019ll see AI <em>completely<\/em> take over narrow, repetitive, low-skill tasks. The remaining work will require<em> human strengths<\/em>: sensitivity, empathy, complex problem-solving, and ethical decision-making. For the tasks that are given to humans, AI and analytics will play increasingly more important roles. (<a href=\"#learn\">Back to top<\/a>)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why\">Why role type matters: the spectrum of service complexity<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/service\/what-is-customer-service\/\">Customer service<\/a> isn\u2019t one-size-fits-all. Depending on the type of support your organisation provides, AI will have a very different impact \u2014 not just on day-to-day tasks, but on where your company invests next and how roles evolve over time. Here\u2019s how it breaks down, including my projections for future investments in each area:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-high-complexity-support-will-thrive-on-human-expertise-and-ai-partnership\">High-complexity support will thrive on human expertise and AI partnership<\/h3>\n\n\n\n<p>Enterprise support roles \u2014 such as technical account managers, escalation engineers, and partner support managers \u2014 at companies like <a href=\"https:\/\/www.salesforce.com\/ap\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce<\/a>, Cisco, and Dell will continue to rely on experienced professionals to navigate nuanced technical issues, <a href=\"https:\/\/www.salesforce.com\/ap\/service\/customer-service-incident-management\/\">incident management<\/a>, and partner coordination. These professionals are highly skilled, well-compensated, and essential to delivering trusted service. But the landscape is shifting.<\/p>\n\n\n\n<p><strong>Future investments:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Autonomous systems and IoT<br><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/ap\/service\/field-service-management\/what-is-augmented-reality-in-field-service\/\">Augmented reality<\/a> for remote support<br><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/ap\/service\/it-service-management\/what-is-itsm\/\">ITSM<\/a>, analytics, and collaboration platforms<br><\/li>\n<\/ul>\n\n\n\n<p>While these roles will remain human-driven, they\u2019ll increasingly be amplified by AI \u2014 offering intelligent recommendations, surfacing knowledge in real time, and streamlining workflows. The result is a stronger partnership between people and AI, making already indispensable experts even more effective.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-relationship-centric-roles-will-evolve-not-disappear\">Relationship-centric roles will evolve, not disappear<\/h3>\n\n\n\n<p>This includes client advisors, claims specialists, billing dispute managers, customer retention teams, and social media teams. These roles rely on trust, human connection, and emotional intelligence \u2014 things AI can\u2019t replicate.<\/p>\n\n\n\n<p><strong>Future investments:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Real-time analytics and customer journey views<br><\/li>\n\n\n\n<li>Next-best-action recommendations<br><\/li>\n\n\n\n<li>Content and offer personalisation tools<br><\/li>\n<\/ul>\n\n\n\n<p>As AI takes on more routine tasks, many of these service roles will evolve into more strategic positions. Rather than simply reacting to issues, these roles will focus on building proactive, personalised customer relationships with AI as a powerful partner.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transactional-service-centres-will-see-the-biggest-shift\">Transactional service centres will see the biggest shift<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/service\/contact-center\/guide\/\">Contact centres<\/a> handling high volumes of repetitive tasks \u2014 like billing questions, returns, and order tracking \u2014 are poised for significant AI transformation. These roles are among the first in line for automation, and the change is happening quickly.<\/p>\n\n\n\n<p><strong>Future investments:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Agentic AI platforms like <a href=\"https:\/\/www.salesforce.com\/ap\/agentforce\/\" target=\"_blank\" rel=\"noreferrer noopener\">Agentforce<br><\/a><\/li>\n\n\n\n<li>Workflow automation<br><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/ap\/service\/call-center-integration\/\">Voice<\/a> tech, social media management, and process analytics<br><\/li>\n<\/ul>\n\n\n\n<p>As AI takes on more routine interactions, service centres will operate with greater speed and precision. This shift frees customer service reps to focus on more meaningful work \u2014 roles that tap into their empathy, critical thinking, and ability to solve complex issues.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-this-means-for-bpos-and-outsourced-contact-centres\">What this means for BPOs and outsourced contact centres<\/h3>\n\n\n\n<p>Many high-volume customer service centres are operated by third-party business process outsourcing (BPOs). These outsourced contact centres have long relied on strict surveillance, low autonomy, and rigid metrics \u2014 all contributing to <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/call-center-burnout\/\" target=\"_blank\" rel=\"noreferrer noopener\">burnout<\/a> and attrition.<\/p>\n\n\n\n<p>Now\u2019s the time for transformation. The best BPOs already deliver exceptional <a href=\"https:\/\/www.salesforce.com\/ap\/service\/what-is-customer-service-experience\/\">customer service experiences<\/a>. But the rest must act now, investing in AI while rethinking workforce experience. AI presents an opportunity to reduce drudgery, but it must be paired with better <a href=\"https:\/\/www.salesforce.com\/ap\/service\/customer-service-incident-management\/customer-service-training\/\">customer service training<\/a>, higher compensation, and greater trust in humans.\u00a0(<a href=\"#learn\">Back to top<\/a>)<\/p>\n\n\n\n<div class=\"layout-eleven wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Join the award-winning Serviceblazer Community on Slack<\/h2>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"http:\/\/join.serviceblazer.com\">Claim your invite<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-eleven.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration-left\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-left-layout-eleven.png\" alt=\"\">\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"planning\">Planning for the future of AI: 5 recommendations<\/h2>\n\n\n\n<p>As AI reshapes service, leaders need a clear strategy to navigate the changes ahead. That means more than just adopting new tools \u2014 it requires rethinking roles, skills, and workforce planning. Below are four key recommendations to help future-proof your organisation and strike the right balance between <a href=\"https:\/\/www.salesforce.com\/ap\/service\/what-is-automated-customer-service\/\">customer service automation<\/a> and human expertise.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-analyse-your-role-mix\">1. Analyse your role mix<\/h3>\n\n\n\n<p>Take a close look at the different roles across your service organisation \u2014 from customer service reps to technical specialists and supervisors. (Insert my comment \u201cfor business processes, etc., here). AI\u2019s impact will vary significantly based on the complexity, volume, and nature of the work. Understanding which roles are ripe for automation, which will be augmented by AI, and which will remain largely human-driven is key to making smart, strategic investments.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-prepare-for-higher-cost-higher-skill-roles\">2. Prepare for higher-cost, higher-skill roles<\/h3>\n\n\n\n<p>As AI takes on routine tasks, the roles that remain will evolve \u2014 offering opportunities for deeper expertise, growth, and greater impact. Plan now for the training, upskilling, and compensation shifts that will follow. <a href=\"https:\/\/trailhead.salesforce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Trailhead<\/a>, Salesforce\u2019s free online learning platform, offers hands-on modules and guided learning paths to help your teams build the AI, data, and service skills they\u2019ll need to thrive in this new era. The <a href=\"http:\/\/join.serviceblazer.com\" target=\"_blank\" rel=\"noreferrer noopener\">Serviceblazer Community on Slack<\/a> is a great place to connect with other service pros, ask questions, share best practices, and learn how peers are approaching everything from AI training to career development.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-identify-and-plan-for-emerging-roles\">3. Identify and plan for emerging roles<\/h3>\n\n\n\n<p>AI won\u2019t just change existing jobs \u2014 it will also create entirely new ones. As automation takes over routine tasks, businesses need to identify and prepare for new roles that ensure AI delivers value while staying aligned with brand and customer expectations.<\/p>\n\n\n\n<p>Here are a few examples of roles to plan for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/ap\/blog\/social-media-customer-service\/\">Social media<\/a> and content managers<br><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/ap\/resources\/guides\/voice-digital-customer-service\/?d=pb\">Voice AI <\/a>and process optimisation specialists<br><\/li>\n\n\n\n<li>Upsell developers and prompt engineers<br><\/li>\n\n\n\n<li>Agent managers, overseers, and administrators<br><\/li>\n\n\n\n<li>Brand and compliance experts<\/li>\n<\/ul>\n\n\n\n<p>These roles represent just the beginning. By proactively planning for them now, you\u2019ll be better positioned to adapt, innovate, and lead in the age of AI.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-keeping-humans-where-they-matter-most\">4. Keeping humans where they matter most<\/h3>\n\n\n\n<p>AI isn\u2019t the right fit for every situation \u2014 and that\u2019s okay. Customers still prefer talking to people when dealing with complex, urgent, or emotionally sensitive issues. The goal of AI should be to support humans by handling routine tasks, surfacing relevant <a href=\"https:\/\/www.salesforce.com\/ap\/service\/knowledge-base\/article\/\">knowledge base articles<\/a>, and streamlining workflows. This frees up your team to focus on what they do best: delivering empathy, solving tough problems, and creating meaningful connections.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-prepare-for-departmental-convergence\">5. Prepare for departmental convergence<\/h3>\n\n\n\n<p>As AI becomes more common, the lines between customer service, sales, marketing, commerce, operations, and <a href=\"https:\/\/www.salesforce.com\/ap\/service\/field-service-management\/what-is-fsm\/\">field service management<\/a> will continue to blur. Traditional org charts won\u2019t change overnight, but we\u2019ll likely see more overlap across teams \u2014 especially between front and back office. Over time, that could lead to departments merging and working more as a unified force. (<a href=\"#learn\">Back to top<\/a>)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"human\">A human future, powered by AI<\/h2>\n\n\n\n<p>AI will have a profound impact on customer service, but not by eliminating the human touch. The most successful companies will use AI to remove friction, boost employee experience, and enhance service quality. As jobs evolve, one thing remains clear: humanity will be more important than ever.<\/p>\n\n\n\n<p>Stay tuned for the next article in our <em>\u201cAgentforce Reinforces the Human and the Humane in Your AI Strategy\u201d<\/em> series. We\u2019ll look at the future of employees.&nbsp;(<a href=\"#learn\">Back to top<\/a>)<\/p>\n\n\n\n<div class=\"layout-three wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Meet Agentforce for Service<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Watch Agentforce for Service resolve cases on its own, deliver trusted answers, engage with customers across channels and seamlessly hand off to human service reps.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/ap\/form\/service-cloud\/agentforce-for-service-demo\/\">Watch demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-three.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-three.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\n\t<\/div>\n\n\n\n<p><em>This article is part of our series, \u201cAgentforce Reinforces the Human and the Humane in Your AI Strategy.\u201d Missed the first one? [Read it <\/em><a href=\"https:\/\/www.salesforce.com\/blog\/building-humane-ai-customer-service\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>here<\/em><\/a><em>.]<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI is redefining how customer service gets done and opening new doors.<\/p>\n","protected":false},"author":183,"featured_media":10508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"6859a5fd032a93bd114a9c45AP","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2,77,9,43,23,484,665],"sf_content_type":[707],"coauthors":[691],"class_list":["post-10509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-service-cloud","sf_topic-best-practices","sf_topic-service","sf_topic-thought-leadership","sf_topic-artificial-intelligence","sf_topic-serviceblazer","sf_topic-agentforce","sf_content_type-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Redefining Service Roles with AI: A Leader\u2019s Guide | Salesforce<\/title>\n<meta name=\"description\" content=\"Learn how Agentic AI is redefining customer service roles \u2014 and how you can help your team thrive through the transition.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-redefining-customer-service-roles\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Succeed with AI to Reshape Customer Service Roles\" \/>\n<meta property=\"og:description\" content=\"Learn how Agentic AI is redefining customer service roles \u2014 and how you can help your team thrive through the transition.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-redefining-customer-service-roles\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-08T07:33:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-08T07:33:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/07\/Reshaping-customer-service-roles-with-AI_Article-2_1500x844.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Maoz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Maoz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" 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