ST. GEORGE, UTAH — Jeff Toister, a globally recognized customer service expert and bestselling author of Human Service, delivered a keynote at TCN’s C3 conference this week in St. George, Utah that struck a chord with an audience navigating the balance between automation and human interaction. His message was clear. In an era of AI and digital-first engagement, the organizations that win will be the ones that double down on being human.
Toister outlined three core ways organizations can humanize service, many of which have direct implications for collections operations.
First, he emphasized that service should feel like a conversation, not a transaction. Customers can quickly sense when they are being pushed through a rigid workflow or script. In collections, this is especially relevant. Consumers often enter interactions already guarded. A conversational approach that focuses on understanding rather than processing can lower defenses and increase cooperation. This can include better, less-scripted greetings with consumers to make them feel more comfortable and to get the conversation off on the right foot by showing the consumer that you care about finding a solution to a problem.
Second, Toister challenged the obsession with speed. While efficiency metrics often prioritize shorter handle times, he argued that slowing down can actually produce better outcomes. Quick interactions may check a box, but they do not always resolve issues. In collections, rushing through a call or digital interaction can lead to confusion, repeat contacts, or missed opportunities to secure payment arrangements. Taking a few extra moments to ensure clarity and alignment can lead to more predictable and sustainable results. Asking more questions can make calls longer, but will yield better results, he said.
Third, he highlighted the importance of making service adaptable rather than robotic. Technology, including AI, should support human interactions, not replace the human element entirely. Toister pointed out that while AI can handle routine inquiries, humans excel in situations that require nuance, empathy, and problem solving. For collections teams, this means using automation to handle simple tasks while empowering agents to step in where it matters most.
Another key theme was understanding what customers actually want. Many consumers are not looking for a perfect or scripted experience. They want clarity, fairness, and a sense that the person or system they are working with understands their situation. This is particularly important in collections, where financial stress can heighten emotions. Removing jargon, avoiding rigid scripts, and focusing on clear communication can significantly improve engagement.
Toister also noted that good service reduces resistance. When customers feel heard and respected, they are more likely to cooperate. This has direct implications for recovery rates. A more human approach can lead to better payment outcomes without increasing pressure or friction.
For organizations investing heavily in AI and automation, the takeaway was not to pull back, but to be more intentional. Use technology to enhance efficiency, but design experiences that still feel human. The goal is not to eliminate human interaction, but to elevate it.
