AI Transforms Customer Service – A Turning Point for Next-Generation CRM Balancing Empathy and Speed; ServiceNow Japan Releases Global CX Survey Report
ServiceNow Japan has released "The CX Shift," a global CX survey report, identifying three structural gaps in customer experience in the AI era: misaligned customer expectations, inadequate service agent environments, and a mismatch between executive investment and customer values, advocating for a balance of efficiency and empathy.
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- 📰 Published: April 3, 2026 at 20:00
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ServiceNow Japan LLC (Headquarters: Minato-ku, Tokyo; President and Executive Officer: Masatoshi Suzuki; hereinafter "ServiceNow") announced today the release of its survey report "The CX Shift," which investigates the actual state of customer experience (CX) in the AI era.
ServiceNow recently conducted a large-scale global survey in collaboration with ThoughtLab, a US research firm, to understand the realities of customer experience (CX) in the AI era. This survey collected responses from over 34,000 individuals across 18 countries and 8 industries, including Japan, and analyzed the fundamental reasons why customer satisfaction is not improving despite increased AI investment, from the perspectives of customers, service agents, and executives. The survey revealed "three structural gaps in CX": 1) a discrepancy between what customers expect and their actual experience, 2) a gap between service agents' needs and their environment, and 3) a mismatch between executives' investment direction and customer values. These three gaps are presented as barriers to organizational growth, loyalty, and competitiveness.
## Three Structural Gaps in CX
### Gap 1: What Customers Want – Balancing Speed and Empathy
Customers simultaneously seek efficient solutions and genuine understanding. However, many organizations are able to provide only one or the other. While expectations for speed are increasing with the spread of AI, the fundamental dissatisfaction of "lack of empathy" remains unresolved.
Key Insights
- 40% of customers feel that AI has improved speed and efficiency, but 50% cite "lack of empathy" as their biggest dissatisfaction.
- 75% of customers attempt self-service before contacting a service agent. However, 46% are dissatisfied that current chatbots cannot understand their questions.
- Serious mismatch in channel strategy: Despite 87% of customers preferring phone calls, only 7% of executives prioritize this channel in the next three years.
- Customers are beginning to recognize that "AI makes things faster," but they still tend to seek human support for complex problems and emotional situations.
### Gap 2: What Service Agents Need – An Environment Focused on Building Customer Relationships
Service agents want to be responsible for building customer relationships, but their efforts are often hampered by their company's technology and operational environment. Service agents spend only 45% of their time actually interacting with customers, with the remaining time spent on unproductive administrative tasks, summarizing call notes, and gathering information, etc.
Key Insights
- High call volumes and fragmented systems are the biggest barriers preventing agents from building human connections with customers.
- 43% of service agents desire generative AI tools, but only 33% of organizations actually provide them. This gap creates a competitive difference.
- The top tasks where AI contributes to time reduction for service agents are: call note summarization (59% reduction), administrative tasks (48% reduction), and data reporting (44% reduction). The benefits AI brings to agents' work are clear, creating more time to focus on customer interactions.
- The role of service agents is required to shift from "passive information processors" to "advocates for customer needs," which necessitates redefining skills, providing appropriate tools, and training. However, only 39% responded that tools and training are in place.
### Gap 3: What Executives Overlook – Mismatch Between Investment for Efficiency and Customer Values
Executives are investing in AI for efficiency, but investment in "emotional connection," which customers value most, is the lowest. There is a significant discrepancy between customer dissatisfaction and executives' perceptions, risking misdirected solutions. Re-evaluating investment directions presents a significant opportunity to improve loyalty and competitiveness.
ServiceNow recently conducted a large-scale global survey in collaboration with ThoughtLab, a US research firm, to understand the realities of customer experience (CX) in the AI era. This survey collected responses from over 34,000 individuals across 18 countries and 8 industries, including Japan, and analyzed the fundamental reasons why customer satisfaction is not improving despite increased AI investment, from the perspectives of customers, service agents, and executives. The survey revealed "three structural gaps in CX": 1) a discrepancy between what customers expect and their actual experience, 2) a gap between service agents' needs and their environment, and 3) a mismatch between executives' investment direction and customer values. These three gaps are presented as barriers to organizational growth, loyalty, and competitiveness.
## Three Structural Gaps in CX
### Gap 1: What Customers Want – Balancing Speed and Empathy
Customers simultaneously seek efficient solutions and genuine understanding. However, many organizations are able to provide only one or the other. While expectations for speed are increasing with the spread of AI, the fundamental dissatisfaction of "lack of empathy" remains unresolved.
Key Insights
- 40% of customers feel that AI has improved speed and efficiency, but 50% cite "lack of empathy" as their biggest dissatisfaction.
- 75% of customers attempt self-service before contacting a service agent. However, 46% are dissatisfied that current chatbots cannot understand their questions.
- Serious mismatch in channel strategy: Despite 87% of customers preferring phone calls, only 7% of executives prioritize this channel in the next three years.
- Customers are beginning to recognize that "AI makes things faster," but they still tend to seek human support for complex problems and emotional situations.
### Gap 2: What Service Agents Need – An Environment Focused on Building Customer Relationships
Service agents want to be responsible for building customer relationships, but their efforts are often hampered by their company's technology and operational environment. Service agents spend only 45% of their time actually interacting with customers, with the remaining time spent on unproductive administrative tasks, summarizing call notes, and gathering information, etc.
Key Insights
- High call volumes and fragmented systems are the biggest barriers preventing agents from building human connections with customers.
- 43% of service agents desire generative AI tools, but only 33% of organizations actually provide them. This gap creates a competitive difference.
- The top tasks where AI contributes to time reduction for service agents are: call note summarization (59% reduction), administrative tasks (48% reduction), and data reporting (44% reduction). The benefits AI brings to agents' work are clear, creating more time to focus on customer interactions.
- The role of service agents is required to shift from "passive information processors" to "advocates for customer needs," which necessitates redefining skills, providing appropriate tools, and training. However, only 39% responded that tools and training are in place.
### Gap 3: What Executives Overlook – Mismatch Between Investment for Efficiency and Customer Values
Executives are investing in AI for efficiency, but investment in "emotional connection," which customers value most, is the lowest. There is a significant discrepancy between customer dissatisfaction and executives' perceptions, risking misdirected solutions. Re-evaluating investment directions presents a significant opportunity to improve loyalty and competitiveness.