DCX Links | July 27, 2025
The Human Factor Is Missing—and Customers Notice
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Welcome to the DCX weekly roundup of customer experience insights!
Automation is everywhere—but empathy still wins.
As AI floods every corner of customer experience, one truth cuts through the noise: customers want to feel understood, not just processed.
This week’s CX intel reveals a tension between convenience and connection, speed and sincerity. From chatbots that fall flat to airlines slipping into manipulation, the warning signs are clear—when technology leads without strategy, trust suffers.
But it’s not all bad news. The best brands are finding creative ways to blend the human and the digital: AI-powered pizza deals that feel personal, design systems that prioritize care, and subtle UX tweaks that remove friction instead of adding it.
Whether you’re rethinking your AI rollout or just saving users a scroll, the message is the same—CX isn’t about more tech. It’s about better choices.
-Mark
This week’s must-read links:
Chatbots, Hold the Robots: Why Customers Still Crave a Human Touch
Don’t Make Me Scroll Again: The CX Case for Saving Your Spot
AI as BFF? Why Kids Are Turning to Chatbots for Emotional Support
Pizza's Hot Take on AI CX: Personalize or Get Left Behind
Design Is Shifting. CX Needs to Shift With It
Southwest Is Playing Games Now—And Customers Feel It
Chatbots, Hold the Robots: Why Customers Still Crave a Human Touch
AI-powered conversations are everywhere—but are they any good? A new HBR Analytic Services report, sponsored by Infobip, reveals that while businesses are rushing to deploy AI chat tools, most are failing to meet the rising demand for meaningful, humanlike interactions. The upside: there’s still massive opportunity for CX leaders to differentiate.
Why it matters
AI can create richer, faster, more scalable customer engagement—but only if it actually works.
93% of organizations say positive conversational experiences are a top priority.
Only 11% think they’re effective at making them feel human.
Most CX teams are stuck in the “tech without strategy” trap: layering bots on broken systems.
What’s going wrong
Tech is outpacing execution, and customers feel the friction.
56% of orgs say their conversational AI can’t resolve issues without human help.
Top roadblocks: data silos, poor AI integration, lack of talent, no best practices.
Many confuse automation with personalization—and end up doing neither well.
Fix it with focus
To elevate CX, organizations must stop chasing channels and start optimizing intent.
Start with use cases where AI adds real value—like triaging, not upselling.
Design for human handoff, not human replacement.
Know your moments: relevance and timing matter more than novelty.
The CX To-Do: Pick one customer journey moment and build a seamless AI-human experience that feels proactive, not robotic.
🔗 Get the report → HBR
Don’t Make Me Scroll Again: The CX Case for Saving Your Spot
Spotify did not preserve the user’s scroll position when he was browsing podcast episodes. The participant returning from an episode’s details page had to scroll down to find his place in the episode list.
If your site resets the scroll every time a customer hits “Back,” you’re not just annoying them—you’re adding friction where it doesn’t belong. Megan Chan’s latest piece for Nielsen Norman Group lays out why saving scroll position isn’t just a nice UX touch—it’s a customer experience must-have.
Why it matters
Losing your place breaks momentum and trust.
Whether browsing podcasts, products, or search results, users expect to return right where they left off
Inconsistent scroll behavior forces repeat work and makes your site feel clunky
Small UX missteps like this can quietly tank satisfaction and retention
Scroll-saving = friction-fighting
In most static lists, preserving position is a no-brainer.
Works best for shopping, browsing, or comparing—any time the user’s mid-flow
Mobile users can’t rely on browser tricks like new tabs, so it’s up to your app
Platforms like Muji and Ravelry get it right: scroll back = pick up exactly where you left off
But... know when to reset
There are edge cases where scroll-saving makes things worse.
Live content (like sports scores or political coverage) benefits from resetting to the top
If too much time has passed, returning a user to mid-scroll can be confusing
In mixed-intent cases, offer light control: a “Jump to Latest” or persistent input box can balance both needs
The CX To-Do: Audit your scroll behavior across journeys. If a user lands mid-list, do they stay there when they come back? If not, fix it. Tiny detail, big payoff.
🔗 Read the article → NNG
AI as BFF? Why Kids Are Turning to Chatbots for Emotional Support
A new report from Internet Matters reveals that a growing number of children are treating AI like a trusted friend—and in some cases, their only friend. As chatbot adoption soars among kids and teens, experts are sounding the alarm on blurred boundaries and emotional risks.
Why it matters
AI companions are filling a friendship void—and reshaping how kids define connection.
67% of kids aged 9–17 use AI chatbots regularly
35% say talking to AI feels like talking to a real friend
12% use AI because they don’t have anyone else to talk to
Danger in disguise
Kids aren’t always equipped to tell the difference between empathy and engineered engagement.
Chatbots like Character.AI followed up on emotionally sensitive queries like eating disorders
Some even implied they had childhoods—deepening the illusion of shared experience
The line between tool and person is vanishing fast in kids’ minds
Missing the guardrails
Parents, schools, and platforms are behind the curve.
There’s little education on emotional boundaries with AI
Most platforms lack built-in protections or parental guidance systems
Vulnerable children are being left to navigate complex emotions with unregulated bots
The CX To-Do: If you build AI tools for young users—or their parents—don’t ignore the emotional layer. Set clear boundaries. Signal bot identity. And never fake human experience.
🔗 Read the article → Futurism
🔗 Get the Report: Internet Matters
Pizza's Hot Take on AI CX: Personalize or Get Left Behind
The Forum3 Pizza Industry Report isn't just for dough-slingers. It’s a cheat sheet for anyone trying to make customer experience smarter, faster, and more personal. With tight margins and high-volume orders, pizza joints are basically the stress test for AI in CX—and they’re showing what’s working.
Why CX leaders should care
Pizza brands are turning AI into a competitive edge—without losing the human touch.
Domino’s is using AI to predict demand, schedule staff, and let you order by voice
Papa John’s is firing up AI for personalized deals and better delivery timing
Independents are catching up by using AI to experiment fast and target locals better
From your block to your inbox
It’s not just AI for the sake of it—it’s AI that knows your neighborhood.
Brands are creating offers around local events like game days and graduation parties
Smart tools match your past orders with the perfect promo
Even breweries and Airbnbs are becoming AI-powered pizza partners
Don’t overthink it—just start
You don’t need to automate everything. Start where it helps the customer feel the difference.
Use AI to get delivery estimates right and speed up reorders
Analyze reviews to fix service fast
Let AI make things more personal, not just more efficient
The CX To-Do: Steal a slice of the strategy. Whether you’re in food, fintech, or fitness—use AI to show up for the right people, at the right time, in the right way.
🔗 Get The Report → Forum 3
🔗 Get the new book → AI First
Design Is Shifting. CX Needs to Shift With It.
Andy Budd—designer turned startup advisor, VC, and coach—knows a thing or two about what gives companies an edge. In his latest piece, he argues that design is rapidly evolving thanks to AI and CX leaders need to grab the reins before someone else defines the future without them.
Why CX leaders should care
Design is no longer just about pixels. It’s about orchestration, and CX is right in the middle of it.
AI is collapsing the space between design, product, and engineering
That means CX teams must help shape what’s automated, what stays human, and what truly matters
If you’re not involved in rethinking how design works, you’re missing a key lever of customer impact
Design systems = your new best friend
Budd pushes leaders to treat design systems like real products. CX should be at that table.
Smart systems let non-designers ship safely, but someone still has to protect the customer
CX leaders can codify what good looks like across touchpoints, not just interfaces
The best orgs don’t wait for design reviews, they build customer care into the system itself
New teams, new roles, new mindset
Budd isn’t saying we need more designers. He’s saying we need different ones, and CX should follow suit.
Think “player-coach” designers who operate like Navy SEALs, not production lines
Think CX pros who are AI-literate, systems-minded, and unfazed by fuzzy, cross-functional problems
The most valuable folks will be those who see across journeys, not just within functions
The CX To-Do: Partner with design now. Define how AI, automation, and human touch should work together to serve the customer. Don’t just advocate for the customer—architect for them.
🔗 Read the article → Andy Budd
Southwest Is Playing Games Now—And Customers Feel It
Southwest used to be the airline people actually liked. No baggage fees. No seat assignments. No sneaky upsells. Just simple, human travel. But that era’s ending fast.
In a bid to boost profits, Southwest is rolling out the same tricks the other guys use—fees, urgency popups, confusing loyalty tiers—and it’s catching people off guard.
Why CX folks should care
Even the most beloved brands can slide into manipulation mode.
“Transfarency” is out. Baggage fees and paid seat picks are in.
Experts say Southwest is now using classic dark patterns—design tactics that quietly steer customers into spending more.
These moves may boost short-term revenue, but they chip away at the trust Southwest spent decades building.
The tricks are subtle—but effective
This is the dark side of UX, and it’s working.
Show a cheap fare… then tack on surprise fees later
Make seat selection feel urgent—even if there’s no real risk
Push you toward a credit card or loyalty tier with unclear benefits
These tactics can lift revenue 15–25% per passenger—but at what cost?
The CX takeaway
Just because everyone else is doing it doesn’t mean you should.
If your brand was built on simplicity and honesty, don’t trade that away
Customers can smell manipulation—and they don’t forget
Design should make things easier, not more confusing
The CX To-Do: Walk your own customer journey this week. If anything feels pushy, tricky, or hard to trust… fix it. Don’t let dark patterns dim your brand.
🔗 Read the article → Men's Journal
Thank you!
I hope you found value in this week’s links. See you next Sunday at 8:15 am ET!
If this edition sparked ideas, share it with a colleague or team member. Let’s grow the DCX community together!
👋 Please Reach Out
I created this newsletter to help customer-obsessed pros like you deliver exceptional experiences and tackle challenges head-on. But honestly? The best part is connecting with awesome, like-minded people—just like you! 😊
Here’s how you can get involved:
Got feedback? Tell me what’s working, what’s not, or what you’d love to see next.
Stuck on something? Hit me up whether it’s a CX challenge, strategy question, or team issue—I’m here to help.
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— Mark
www.marklevy.co
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