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  "documentTitle": "Beyond thenoise: Orchestrating AI-driven customer excellence",
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      "text": "However, while there are a number of pathways to AI implementation, organizations also need to consider the customer needs (transactional and emotional) the technology will address. There is a danger that it becomes a lower cost, less effective substitute for human interaction. Simply deflecting customers into low-cost technology channels, whether emotionally they require human contact or not, puts a barrier between the customer and the help they are seeking, leaving customers feeling underwhelmed and frustrated.",
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      "text": "Step 4: Prioritization",
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