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Soft Skills Training as a Strategic Response to AI Intervention in Customer Service Roles

In: Synergizing Management, Culture, and Arts for Tourism Development - Vol. 2

Author

Listed:
  • Varvara D. Bravou

    (University of Patras, Department of Tourism Management)

  • Ioannis Koutsonikos

    (University of Patras, Department of Tourism Management)

  • Katerina Kedraka

    (Democritus University of Thrace, Department of Molecular Biology and Genetics)

  • Alkiviadis Panagopoulos

    (University of Patras, Department of Tourism Management)

Abstract

The accelerated integration of artificial intelligence (AI) in customer service has significantly transformed front-office roles. Tasks once considered uniquely human, such as information provision, problem-solving, and basic transactions, are now frequently managed by automated systems. While this shift enhances efficiency and cost-effectiveness, it simultaneously challenges the human workforce to redefine its value. This chapter explores the strategic role of soft skills training as a counterbalance to automation in service interactions. Emphasizing emotional intelligence (EI), conflict resolution, cultural awareness, and empathetic communication, it argues that these human-centric competencies form the essence of what machines cannot replicate: meaningful human connection. Drawing from academic literature, and applied examples in the tourism and hospitality sector, the study presents a structured rationale for integrating soft skills into professional development. The article forms part of the author’s doctoral research, which focuses on designing and evaluating a blended (synchronous and asynchronous) training model for developing soft skills among front-office staff in urban hospitality settings. It aims to reposition soft skills not as complementary, but as essential to sustaining employability and differentiation in a tech-driven service environment. Ultimately, the chapter contributes to the ongoing dialogue on digital transformation by proposing a framework for targeted training initiatives that prepare customer-facing professionals for the emotional and cultural complexity of hybrid service ecosystems.

Suggested Citation

  • Varvara D. Bravou & Ioannis Koutsonikos & Katerina Kedraka & Alkiviadis Panagopoulos, 2026. "Soft Skills Training as a Strategic Response to AI Intervention in Customer Service Roles," Springer Proceedings in Business and Economics, in: Vicky Katsoni (ed.), Synergizing Management, Culture, and Arts for Tourism Development - Vol. 2, pages 785-800, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-17534-2_47
    DOI: 10.1007/978-3-032-17534-2_47
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    Keywords

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    JEL classification:

    • M53 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Training
    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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