Javier Burillo Azcárraga Warns Businesses Are Losing Human Judgment in Pursuit of Efficiency

Speed has become a top priority in customer service, but hospitality entrepreneur Javier Burillo Azcárraga warns that the race for efficiency is stripping businesses of the human judgment that customers truly value. In a recent statement, Burillo Azcárraga argued that while technology can improve routine interactions, companies must ensure it enhances rather than replaces the decision-making abilities of their employees.

"Technology should remove routine work, not remove the people who know how to make good decisions," Burillo Azcárraga said. "Customers don't remember the fastest interaction. They remember whether someone took ownership of the problem and made them feel like it mattered."

His comments come amid widespread adoption of artificial intelligence, self-service tools, and automated customer support. According to a FICO report, 88% of customers say the experience is as important as products or services. Burillo Azcárraga believes this statistic highlights a growing challenge: companies excel at measuring response times but rarely assess whether customers feel heard or respected.

Drawing from his experience leading luxury hospitality businesses like Las Ventanas al Paraíso, Burillo Azcárraga noted that memorable experiences often stem from employees empowered to solve problems and make thoughtful decisions. "Every customer is a little different," he said. "The best employees aren't successful because they memorize procedures. They're successful because they know when to use good judgment."

He cautioned against confusing standardization with quality, warning that rigid processes can lead to generic answers and unresolved issues. Instead, he advocates evaluating technology based on whether it gives employees more time for meaningful problem-solving and strengthens customer relationships. "The businesses that earn loyalty are usually the ones where employees still have permission to think," Burillo Azcárraga added.

As automation and AI investments grow, Burillo Azcárraga hopes leaders will see technology and personal service as complementary. "The goal shouldn't be replacing people," he concluded. "The goal should be giving people more opportunities to do the work that only people can do."