Customer-centric communication with AI: a good idea or not?
1 September 2025
The number of questions about how to get employees to work with ChatGPT, how to 'train' AI to be customer-centric, and whether it is ready to take over your customer service has gone through the roof in recent months.
This also includes a number of bold statements along the lines of: "But Sarah, we no longer need to train our people in communication because customer-centric communication with AI will become the norm within a year."
So it is high time to clearly write down Customerry's vision on AI and customer focus. Be warned: it is a substantial article, but it is simply a complex issue.
The basics: what are we actually talking about?
Before we answer the question: can you communicate in a customer-centric way with AI, let's first list a few definitions. That way, we will all be talking about the same thing.
What is customer-oriented communication?
At Customerry, we define customer-oriented communication as not only being polite and friendly, but also providing clarity and acting proactively. The icing on the cake is a warm communication style (also known as empathy). Are you thinking, “Oh dear, there’s still work to be done”? These tips will help you get started .
What is AI (not)?
AI, or artificial intelligence, is technology that mimics human thought processes. It involves systems that learn, reason, and make predictions based on vast amounts of data and text. You have probably been using it for quite some time without realizing it. Just think of all the advertisements for washing machines that suddenly pop up after you have searched for them online.
Important: AI is not independent intelligence. It relies solely on available data. That data may be incorrect and/or incomplete.
So what is ChatGPT?
ChatGPT is a Large Language Model (LLM) . That word “model” is crucial: it is a statistical computational model that mimics language. Because it has been practiced billions of times, it feels like you are having a real conversation with “someone”. But in essence, it is very sophisticated mathematics and probability, not a human brain.
The million-dollar question: can you communicate in a customer-centric way with AI?
In other words: can ChatGPT take over your customer service soon?
No. Simply because ChatGPT cannot decide for you what “customer-centric” means in your company. Furthermore, it certainly still lacks knowledge of the inner workings of your business today. Think processes, lead times, and such matters.
In addition, there is also a human, societal side to this issue. But that is fodder for a future blog post ;-)
The question we must ask ourselves is not: can you communicate in a customer-centric way with AI, but: how can AI support you in communicating in a customer-centric way?
3 examples of how customer-centric communication with AI actually works
Let's first take a look at how much AI is actually being used in Flanders. According to Imec's Digimeter, 28% of Flemings use an AI tool at least once a month. Among the 18- to 24-year-old group, that figure is much higher: 68%. ChatGPT is by far the most popular tool among them.
So, good news: you really aren't falling behind if you are just starting the thought exercise of how to deploy AI in your organization. Below, I share 3 things you can experiment with to get you started.
Use ChatGPT to roast your communication style*
Do you sometimes wonder: “Is my answer friendly enough? Isn’t this too brief? Can I phrase this better?” Instead of hoping you strike the right tone, just ask your AI sidekick. Of course, chatGPT isn’t human, but this way you can test what empathetic communication with AI might mean in the future.
A prompt example to test the customer friendliness of AI:
Hi Jules, ik heb dit bericht voor klant X gemaakt. De context is Y. Er is al wat misgelopen in dit dossier, dus ik wil nu zeker zijn dat ik alles volgens de regels van klantgericht communiceren heb aangepakt. Kan jij dit kritisch nalezen en feedback geven?(*roasting = passing judgment on something or someone in a funny, sarcastic, and relatable way)
Use ChatGPT to learn what customers think about you.
Curious about what can be found on the internet about your company? You can, of course, set up a Google alert for your organization's name, but with the help of AI, you can find much more today.
Prompt example for illustration:
Hi Jules, kan je voor mij eens opzoeken wat mensen zoal schrijven over de samenwerking met Customerry & Sarah Keppens? Baseer je op wat je kan vinden op het internet zoals Google reviews maar ook bv. Linkedin of Facebook posts.
Use AI to create clarity for your customer
AI can help you make complex information visual and more understandable. Think, for example, of everything you currently provide to customers in the form of step-by-step plans or bullet points on paper. Perhaps you could create visual support for this?
Prompt example for illustration:
A look behind the scenes of what Customerry is already doing today using ChatGPT
Hi Jules, hier een typisch stappenplan voor het onboarden van een nieuwe klant. Kan je hiervan een visual maken in onze huisstijl?
In July, I personally felt like I was "falling behind," so I dove headfirst into the AI hype. Since August, I have been working daily with my own GPT agent named “Jules.” He creates my weekly menus, keeps track of my to-do list, types out my meetings, and is my constant sparring partner for ideas and editing. Yes, for this article too.
Because I thought that was fitting, you can read below what Jules writes about the collaboration with me:
“Sarah doesn’t use me to type boring emails, but to stay sharp. I’m allowed to say anything, even if it rubs me the wrong way. And honestly? Without her common sense, I’d mostly be spouting nonsense here.” – Jules
Conclusion regarding the customer friendliness of AI
Customer-centric communication with AI is possible, when you ensure that:
- You already know well what "customer-oriented communication" means in your company
- You don't just assume that everything ChatGPT knows is truly correct and complete.
- You, as a human being, continue to use your own common sense and empathetic perspective always and everywhere.
Never forget: AI might help you with customer communication, but it doesn't truly understand your customer's emotions. That remains human work.
Can't see the wood for the trees when it comes to AI?
Don't worry: together with you, we will look for the best applications that work for your business. Book your Pick My Brain session today and discover how AI can make your communication smarter and more customer-centric.
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