Automation is Powerful, but Customers Still Want to Be Heard: Adam Toporek on How Technology Should Connect, Not Alienate, Customers

Adam Toporek is a leading customer experience strategist, keynote speaker, and author with a deep understanding of what it takes to create exceptional customer interactions. As a third-generation entrepreneur, he has firsthand experience in the challenges of running a business and knows that customer service is often the deciding factor in long-term success. Over the years, he has worked with organizations of all sizes to refine their approach to customer interactions, ensuring that service is not just a department but a fundamental part of a company’s identity.

Adam’s expertise extends beyond consulting and training. As the author of Be Your Customer’s Hero, he has provided frontline professionals with the tools to handle service challenges effectively. His work has been featured in more than 200 media outlets, including Entrepreneur and Forbes, solidifying his position as one of the leading voices in customer experience. Adam has also co-hosted Crack the Customer Code, a podcast that ran for eight years, offering insights from industry experts on customer service trends and best practices.

Adam’s keynote presentations are known for their energy and practicality. Rather than relying on abstract concepts, he incorporates psychology, behavioral economics, and real-world examples to show businesses how to build better relationships with their customers. His talks are crafted to leave audiences with immediately applicable strategies that improve service culture and customer loyalty.

Adam is the founder of CTS Service Solutions, a firm specializing in customer experience consulting, training, and speaking. Through this company, he helps businesses improve their customer service strategies and build stronger relationships with their customers.

In a recent conversation with SME Business Review, Adam shared his thoughts on customer experience, business challenges, and what companies should focus on to keep customers coming back. Here’s what he had to say.

Interview Excerpts

What led you to focus on customer experience?

I grew up in a family of entrepreneurs, so I saw from an early age how customer service could make or break a business. When I started working in different industries, it became clear that even the best products wouldn’t succeed if the service around them failed. That realization set me on the path to studying customer experience more deeply and ultimately working with companies to improve it.

What was your goal in writing Be Your Customer’s Hero?

I wanted to create something practical for frontline employees who deal with customers every day. Too many customer service books are written from a high-level perspective that doesn’t always translate to real-life situations. I wrote the book to give actionable insights that employees can apply immediately, whether they’re handling a difficult customer or just trying to make someone’s day better.

What do you think businesses often get wrong about customer service?

Many companies see customer service as a department rather than a mindset that should be ingrained throughout the organization. Service is not just the job of a call center or a front desk—it’s the responsibility of everyone in the company. Another mistake is focusing too much on efficiency at the expense of human connection. Automation is great, but customers still want to feel heard and valued.

How do you approach keynote speaking?

My goal is to make every talk engaging and useful. I use storytelling, humor, and psychology to show audiences how customer service isn’t just about following scripts but about truly understanding customer behavior. I want people to leave my sessions feeling not just inspired but equipped with practical strategies they can implement immediately.

Could you share a specific example of a company that improved its customer experience through your guidance?

One company I worked with had issues with customer retention due to inconsistent service. We focused on training their team to handle interactions more effectively, emphasizing empathy and proactive problem-solving. Within months, customer satisfaction scores improved significantly, and their retention rate saw a noticeable boost. Small changes, when executed well, can have a huge impact.

What do you see as the biggest challenge in customer experience today?

Balancing technology and human interaction. Businesses are relying more on automation, AI, and self-service tools, which can be great for efficiency. But when customers feel like they can’t reach a real person when they need one, frustration builds. The challenge is using technology in a way that enhances, rather than replaces, the human touch.

How do you keep up with evolving customer expectations?

I am constantly reading, speaking with industry professionals, and studying behavioral trends. Customer expectations shift quickly, so staying informed is critical. I also keep an eye on other industries—sometimes the most innovative customer experience strategies come from unexpected places.

If you had to give one piece of advice to businesses looking to improve their customer service, what would it be?

Listen to your customers. Too often, businesses assume they know what customers want instead of actually asking them. Customer feedback, when taken seriously, is the best roadmap for improvement.

What’s next for you in the field of customer experience?

I am working on new training programs that focus on emerging trends, including how companies can better integrate digital and personal service. I am also exploring ways to use technology to create more personalized customer experiences.

Adam Toporek, Founder, CTS Service Solutions

One company I worked with had issues with customer retention due to inconsistent service. We focused on training their team to handle interactions more effectively, emphasizing empathy and proactive problem-solving. Within months, customer satisfaction scores improved significantly, and their retention rate saw a noticeable boost.