Point of View: The CX Conundrum – Is Technology Enhancing or Eroding Customer Experience?
By Matt Slonaker, Executive Leader

As an executive, I’ve spent years championing customer experience (CX) as the heart of business success. But over the weekend, I found myself reflecting on a growing tension: technology, heralded as the key to seamless CX, seems to be shifting the burden onto customers in ways that may undermine their trust and loyalty. Are we, as businesses, truly enhancing the customer journey, or are we inadvertently making it harder for them to engage with us while prioritizing cost savings?

Consider the self-checkout systems now ubiquitous in retail. Customers scan, bag, and pay without assistance, often navigating error messages like “Unexpected item in the bagging area” with minimal support. This technology streamlines operations—retailers like Walmart saved an estimated $3 billion by 2020 through automation—but it turns customers into unpaid cashiers. A 2024 Consumer Reports survey found 72% of shoppers feel frustrated by self-checkouts, with 60% citing delays or technical issues as barriers to a positive experience. From a CX perspective, we need to ask: Are we delivering convenience or just offloading work?

Travel booking is another case study. Online platforms empower customers to customize their trips, but the process can be daunting. Comparing flights, deciphering baggage policies, and sifting through potentially biased reviews often overwhelm users. A 2023 American Society of Travel Advisors survey revealed 68% of travelers find online booking complex, and 45% abandon bookings due to frustration. Airlines have cut costs by eliminating agent commissions (down to 0% for most U.S. carriers), but at what cost to CX? Customers crave simplicity, yet we’ve handed them a second job as travel planners.

In banking and insurance, the shift to digital self-service has similar implications. Chatbots and automated menus promise efficiency, but they often leave customers stuck in loops, unable to resolve issues. A 2025 Gallup poll showed 73% of consumers feel overwhelmed or exploited by automated systems, with 64% preferring human interaction for complex queries. Companies like JPMorgan Chase, with $49.6 billion in net income in 2023, have leaned heavily on AI to reduce call center costs, but this risks alienating customers who value personal support. CX thrives on empathy and resolution—can algorithms deliver that?

The app-driven economy further complicates the customer journey. From food delivery to gym memberships, every service requires an app, an account, and lengthy terms of service. A 2025 Pew Research study found 64% of consumers are annoyed by mandatory account creation, and 53% have skipped purchases due to the hassle. This friction undermines the seamless experience we aim to provide. Customers want quick, intuitive interactions, not a part-time job managing logins.

Paperless billing, marketed as sustainable, often translates to customers navigating clunky portals to access their statements. A 2024 X poll with 10,000 responses showed 78% prefer physical bills, citing digital systems’ inconvenience. Telecom giants like Comcast benefit from reduced printing and staffing costs, but if customers struggle to pay their bills, are we truly enhancing their experience?

Customer service, once a cornerstone of CX, is increasingly automated or outsourced. X posts reflect growing discontent—@CustomerVoice25 wrote, “Spent 30 minutes with a chatbot just to get a generic response. Where’s the service?” Companies like Amazon allocate just 1-2% of revenue to customer support while earning $37 billion in profits in 2024. Cost efficiency is critical, but when 72% of consumers in a 2024 Consumer Reports survey call automated service “frustrating,” we risk eroding trust.

Even smart home technology, designed to delight, can frustrate. Connectivity issues or app updates disrupt basic functions like heating or lighting. A 2025 Consumer Electronics Association report noted 41% of users face frequent glitches, with 30% regretting their purchase. If our innovations create more hurdles than value, are we meeting our CX goals?

The data paints a clear picture: technology is saving businesses billions—$1.2 trillion annually across U.S. industries, per a 2024 McKinsey study—by shifting tasks to customers. But the sentiment on platforms like X and in surveys shows a growing disconnect. Users like @TechFatigue2025 post, “I’m tired of doing companies’ work for them. Just make it easy!” If we’re serious about CX, we must balance efficiency with empathy. Are we offering true convenience, or are we prioritizing profits over people?

As executives, it’s time to reassess. Technology should elevate the customer journey, not complicate it. We can start by simplifying digital interfaces, ensuring human support for complex issues, and rewarding customers for tasks like self-checkout—perhaps with small discounts. CX isn’t just about transactions; it’s about trust, ease, and connection. If we’re asking customers to do more, let’s ensure they feel valued, not burdened. The question isn’t just whether technology can save us money—it’s whether it can still win our customers’ hearts.