Walking the AI Tightrope

Pest management companies are learning how to balance the benefits of artificial intelligence in client service functions and the irreplaceability of personal connection.

Amy Wunderlin

As artificial intelligence (AI) takes on a larger role in client service, pest management companies are still learning how to balance scalable efficiency with the human connection clients expect. The challenge isn’t choosing between technology and people but instead determining where each delivers the most value.
Client service functions that involve a high volume of repetitive workflows, such as in call centers, are a perfect use case for AI, while client complaints that may be escalated to a manager still require the sensitivity of real human touch.

“Anything that involves emotion, complexity, trust, or client preference still requires a human,” says Amanda Forrestall, president of Pest-End Inc., based in New England. “This includes upset or anxious clients, nuanced service questions, pricing discussions, callbacks about unresolved issues, and situations where reassurance matters.”

Forrestall says it is also important to meet clients where they are in relation to technology. 

“Some customers simply prefer speaking with a person, and companies need to be prepared to support that preference,” she says. “In pest control, especially, customers often reach out during stressful situations, and a human’s tone, empathy, and problem-solving skills make a meaningful difference.”

On the flipside, AI works best to improve behind-the-scenes efficiency and aid client service representatives (CSRs) in doing their jobs better.

“My goal with AI is to assist the team and make it a faster experience for the customer,” says Ashley Heavrin, director of customer experience at Rottler Pest Solutions in Missouri. 

Rottler uses AI companywide, says Heavrin, with the call center commanding the bulk of those interactions. All calls during business hours are still answered by a person, but AI is used to take notes and automatically pull up the client’s account. 

“We’re doing a lot of behind-the-scenes efficiency to make the customer experience better over the phone,” says Heavrin. “We’re not looking up accounts, we’re not asking for all your information, and [clients are] not having to wait for us to take notes or make notes on the account.”  

By automating these tasks, Rottler has been able to reduce its average talk-to time by 30 seconds.
“They’re not having to make notes or upload things, and that just proves that it was a good purchase and a good decision,” says Heavrin. 

WHERE AUTOMATION PAYS OFF
AI effectively removes the need for CSRs to know and do everything, allowing for faster response and resolution times. AI can instantly retrieve answers, route incoming inquiries, and answer common questions. Additionally, it can assist with online scheduling requests, appointment confirmations, and basic follow-ups.
“CSRs kind of have to know everything about the company, and it’s a really difficult job,” says Heavrin, noting that AI now complements that knowledge by analyzing past client interactions, purchase history, and preferences to help CSRs customize responses and solutions. 

For example, if a client mentions the word “bat,” Rottler’s AI platform automatically pulls up the bat protocol and the pricing associated with the service. 

The AI tools can also be used to pick up overflow calls and after-hours calls so that clients receive a timely response, even when people are unavailable.

“The key is using AI as a support layer, not the face of the company,” says Forrestall. “AI should remove friction, improve response times, and give CSRs better information so they can focus on meaningful interactions. When implemented thoughtfully, AI strengthens personal connection by allowing client service teams to spend more time solving problems and building trust rather than managing administrative tasks.”

 
A SEAMLESS HANDOFF 
The handoff from AI agent to person is where human connection still matters the most. These are typically situations in which a client is upset, has a complaint, or simply prefers to speak to a person. The challenge lies in managing these edge cases with a smooth transition that doesn’t escalate the call. 

“That’s something we’re looking at and making sure that we’re not putting those customers in a queue or an AI loop and getting them more agitated,” says Heavrin. 

AI receptionists, for example, are growing in popularity as a way to answer the phone call and then transfer the call to the best person to help the client. This works well for basic rescheduling, billing questions, or adding a note for the technician, but strategies must be put in place for when a call needs to go straight to a person. 

Rottler Pest Solutions built a flow chart into its AI-powered communications platform with specific keywords that determine what client interactions can be automated and where a handoff might still be required. The platform is recording and performing keyword audits continuously, listening for about 50 words and phrases that Rottler has determined typically require manager escalation. 

“We’re looking at calls and then seeing what we think is a common thing that people can just use with AI or when a manager is needed,” says Heavrin.

TRAINING STAFF TO WORK ALONGSIDE AI TOOLS
Successful use of AI in client service starts with strong foundational training, according to Forrestall.
“CSRs need to understand how and when to step in, how to review AI-captured information, how to verify accuracy, and how to seamlessly take over conversations when appropriate,” she says. “Regardless of the tool being introduced, companies should ensure their CSR teams receive thorough training and have access to clear backup documentation and reference materials.”

Pest-End supports both training and reference needs through software that uses speech-to-text capabilities and AI to automatically generate, document, and structure conversations into notes.

“This allows our team to quickly access documented processes, step-by-step guidance, and updates as tools evolve,” says Forrestall.

Just as important, AI tools should be fully incorporated into existing workflows and processes so they feel like a natural extension of how the team already operates rather than an add-on. Having systems in place that are connected and fed by reliable data ensures the C-suite sees results and your client service team sees the benefits to its day-to-day workload. 

“Another thing that was important in the process was having all these systems talk to each other, because you could be making more work for your team if you’re not careful,” says Heavrin. 

She adds that providing a central platform that looks uniform across chat, email, text, and social media was important to her as a former CSR. Not only does this establish a consistent tone and service quality, but it also makes it easier for the client service team to do its job. 

“We have a shared inbox, and it’s kind of our hub for all things not phone call. … All of that looks exactly the same to our call center team, and I’ve made sure that is the case,” says Heavrin. “A lot of the time, they can’t even tell you if it’s a chatbot or an after-hours AI agent or anything like that; they really don’t know (because) it all looks the same to them. … And being a CSR for eight years, I don’t want to log into eight different places and have to check for messages from customers.”

Involving the team early on in the process can also eliminate some of the fears around AI taking people’s jobs. While Heavrin chose the platform, she included her team of 15 in choosing the tools they would use and how everything would be set up. 

“Everybody was super-skeptical at first, but now, I think if I took it away and told them they had to go back to a non-AI call center resource, they would say, ‘No, I can’t do it,’ ” she says.

Client Communication Best Practices
Put NPMA’s expertise to work in every client interaction.

One of the quiet challenges in client service is explaining pest management clearly to people who’ve never thought much about it—why a treatment is necessary, what to expect during the process, what they can do to help. The good news: You don’t have to develop those explanations from scratch.

NPMA’s customizable print resources let you brand professional brochures with your company’s information, giving you polished, informative leave-behinds to present to clients and prospects. The content is grounded in NPMA’s technical expertise, so the science is solid—you’re simply adding your logo and contact information and putting it in front of the right people at the right moment.

The library covers the pest categories your CSRs field calls about most. Available titles include brochures on termites, ticks, and both residential and commercial bedbugs, as well as a one-page guide that can help customers and clients take effective pest photos for identification. There’s even a children’s activity book—useful to include in new-client welcome packets or as leave-behinds at family-oriented commercial accounts.
These materials work especially well at the handoff points between AI and a CSR or technician. When a chatbot or scheduling system routes a client to a human CSR, that conversation often ends with a technician visit. A well-designed brochure can reinforce the professionalism of that interaction long after the call ends. A client who receives a clearly written termite brochure after a concerning inspection call feels informed, not anxious. That’s good service, and it builds retention.

Find the customizable print library under Your Team & Tools at npmapestworld.org.