Providing seamless customer experience and increasing ROI are among the key priorities of almost all businesses. Hence, many companies are tempted to move toward a fully automated customer service model. However, doing so is not always in the best interest of the customer. For instance, when the option to speak with a live agent is removed from the equation, customers may get frustrated and take their business elsewhere. To avoid such an eventuality, top marketing automation consultants recommend the use of a strategic mix of automation, self-service, personalization and human interaction to deliver a positive customer experience.