Heck, I'm a Sys Admin and I don't know how to program! Sure, I understand the basic concepts of what coding is and can write a shell script or a batch file (I'm getting into Powershell too). But I don't consider that programming.
If you leave computers to one side for a moment and you think about the word "programming", it is very close in meaning to "scheduling", and batch scripting revolves around scheduling. If you think about the Unix model, a lot of early programming was just a matter of manipulating multiple command-line tools. Now if you look inside a book on C (either A Book on C or any other book on C), you'll find that procedural programming is very, very similar to the Unix command line in a lot of ways, except that instead of a restricted toolset of grep etc, we now have libraries that carry out millions of different functions.
Shell scripting really is exactly the same as any other form of programming, except that it is typically only used for small programs.
I believe your problem is that you have confused "programming" with "software development", but I suppose that's the English language's fault. In the same way that not everyone who can write is a "writer" (ie a journalist or author), not everyone who can program is a "programmer" (ie software developer).
But a basic level of skill in programming (in particular shell scripting) can make any worker more productive, as it lets them process their own data. When I was working in corporate IT management I had user to process, and where my non-coder colleagues were reading records manually out of Active Directory
in the GUI, I just dumped everything to CSV and knocked up a quick script to filter the rows. A took one morning to iterate through revisions of the script until it did what I want, with my boss suggesting that I was wasting my time and should be working. After lunch, I started "working" and was finished in a couple of hours. It was supposed to be a three day job. There are many tasks that can be automated that way, if only the worker knew how to.