![5981dec6d5450.jpg](serve/attachment&path=5981dec6d5450.jpg)

People concerned about automation killing jobs might look at Helpshift's strategy and similar automation approaches. By enabling businesses to build help or support into mobile apps, these new models are re-inventing support to get the job done.

Sure, they provide automated support in lieu of conventional agents, but they do so at a level where it often can be uneconomic to position live agents. The help these apps provide, which can be extensive, still means less attention than speaking with a live person. Here's the thing, though -- sometimes all customers want is a quick answer, not a drawn-out service "experience."

The "just the facts, ma'am" approach to service crystallized back in 2010 in a Harvard Business Review article, "Stop Trying to Delight Your Customers." In it we discovered that people living busy lives often desire a slimmed-down approach. So the science combines with new technology to provide app-level support for mobile apps, and no jobs are harmed in the process -- at least not directly.

```` ![5981dec6d5450.jpg](serve/attachment&path=5981dec6d5450.jpg) ```` People concerned about automation killing jobs might look at Helpshift's strategy and similar automation approaches. By enabling businesses to build help or support into mobile apps, these new models are re-inventing support to get the job done. Sure, they provide automated support in lieu of conventional agents, but they do so at a level where it often can be uneconomic to position live agents. The help these apps provide, which can be extensive, still means less attention than speaking with a live person. Here's the thing, though -- sometimes all customers want is a quick answer, not a drawn-out service "experience." The "just the facts, ma'am" approach to service crystallized back in 2010 in a Harvard Business Review article, "Stop Trying to Delight Your Customers." In it we discovered that people living busy lives often desire a slimmed-down approach. So the science combines with new technology to provide app-level support for mobile apps, and no jobs are harmed in the process -- at least not directly.
 
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