Finding the Human in a Digital World - A qualitative case study exploring the human elements left in a technologically dominant work environment

Abstract

Digitalization has fundamentally transformed numerous industries, in particular the financial sector that has experienced significant impacts. The advancements in technology, where many tasks and processes have become automated, brings up question marks about the future of the human role. Through 20 semi-structured interviews, this study aims to investigate the persistent relevance of human elements within a highly digitalized environment. Our case is within a Swedish bank's customer service department, where we highlight the complex interplay between technology and humans. Despite rapid technological advancements, human elements remain important for customer interactions. We have found three key strategies employed by customer service operators to manage customer emotions: Modulating, Harmonizing, and Enhancing. These strategies emphasize the value of the human element in the digital environment, underscoring the limitations of current technologies in replicating human emotions and their impacts on customer satisfaction.