# New HBR research: the AI mismatch in complex B2B service

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The coordination gap

Hi there,

Almost every AI customer service tool is built for simple deflection: resolving high volumes of routine inquiries without human involvement.

While that works for basic operations, it fails when resolving an issue requires cross-functional alignment, such as pulling in engineering, checking operational commitments, and reviewing account history. Deflection is not the metric that matters. Coordination is.

To address this gap, Front commissioned Harvard Business Review Analytic Services to publish The Coordination Gap, a research paper based on insights from leaders running complex service operations.

Inside the report, you'll learn:

Design flaws: Why standard AI tools break down in context-heavy, multi-team workflows

Common failure modes: Lost context across handoffs and unaligned AI commitments

Demo vs. reality: Tool categories that look impressive in sales pitches but fail in production

Evaluation framework: A 3-question diagnostic to assess AI investments for complex operations

Get the report

It is worth the read before your next vendor call.

Best,

The Front team

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Front, 1 Montgomery Street, Floor 13, San Francisco, CA 94104

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