Abstract
We present the results of a survey which was carried out on Strategic Orientation (SO) and Customer eXperience (CX) issues in product-service development regarding automated-services. The paper focuses on CX issues comparing the use of automated services to human-based services. The results showcase that many human-services features are more important than automated-services features when it comes to the development of services. Aligning the Industry 4.0 paradigm, which uses intelligent manufacturing through cheap and ubiquitous sensors with high computational speeds, with a social CX approach is an imperative for companies that want to stay ahead in today's volatile and competitive market.