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

Varvara D. Bravou (), Ioannis Koutsonikos (), Katerina Kedraka () and Alkiviadis Panagopoulos ()
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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

A chapter in Synergizing Management, Culture, and Arts for Tourism Development - Vol. 2, 2026, pp 785-800 from Springer

Abstract: 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.

Keywords: Soft skills; Artificial intelligence (AI); Hospitality; Emotional intelligence; Customer experience; Workforce development (search for similar items in EconPapers)
JEL-codes: J24 M53 O33 (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-17534-2_47

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