“The greatest technology in the world hasn’t replaced the ultimate relationship building tool between a customer and a business; the human touch.” – Shep Hyken
Technology and human touch seem to be two ends of a business spectrum – technology always associated with robotic systems and mechanical operations. It would see ‘out of place’ therefore for both terms to be used together and an attempt to make them seem as one single end of the spectrum. Technology with a human touch has the power to transform the way a company communicates with its customers and with others in the market. Technology has grown and advanced over the years, bringing with it new and improved channels of communication and those companies that are able to combine it with a human touch are forging ahead and revolutionizing customer service in every manner. We know that customers want to connect with companies that understand not just their business requirements but also their emotions, moods, feelings, and needs. While technology may enable them to connect with companies, it is the human touch that would allow companies to go beyond the business association, and reach out to customers in ways that would delight them.
Customer demands and expectations have changed – and will continue to change. They now expect to have two-way, engaging, and insightful conversations with the brands they associate with, meaning that companies must ensure that they put into action technology with a human touch, to ensure that every customer experience is enhanced. Customers are a lot more comfortable and happier when they know that their ‘conversations’ with a company is through humans rather than mechanical processes and robotic systems. Technology with a human touch has the ability to change the way customers feel about and interact with a company. They would be drawn in and feel connected with a brand that appears humane. While being able to connect with a company digitally is extremely vital for customers, the human touch when interacting with brands is what catches their attention and appeals to them, making them emotionally connected with a brand and company.
Technology has brought added power to customers – they can buy from, comment on, learn about, and engage in other activities with a company / brand from anywhere and anytime, depending on their convenience. Smart companies blend this ‘digital need’ with the desire of the human touch such that each experience that the customer has with their company is memorable, pleasant, and one that they would want to have repeatedly. There is a certain dichotomy in the way that customers want to interact with companies. While they expect the brands to keep pace with them through the most updated and innovative technology, they also want to have the choice to connect with the company in traditional ways – where interactions were personal and had a feel of warmth. Research shows that at least 77% of the customers that took a survey said that they seek human interaction when they seek support or need advice on products and or services. While customers may buy things online, their desire to speak to a real person is heightened if they face problems with product usage, or may be disappointed with their buy. Customers may connect through various digital means, but when a company offers technology with a human touch – that is when it enables a customer to speak with a knowledgeable and empathetic company representative, the company can gain a customer for life.
There is no doubt, that companies need to invest in the latest technology, but at no point is it acceptable to make them feel unimportant and devalued by mechanizing the interactions. We have mentioned before that how customers view a company and its service is subjective – depending on their circumstances, needs, and expectations. Customers want a variety of things – some expect more self-service options through technology, while others would instantly seek direct human interactions. This range of customer expectations causes challenges for companies, but those that are able to merge technology with a human touch and provide seamless service and high quality offerings, will emerge victorious. We know that the balance of power has shifted to the customers – given the rise in the number of companies offering similar products and services. The ‘buffet’ of digital devices and platforms is more widespread than ever before, and those companies that are using these technological wonders to get closer and more connected with their customers, are gaining success and driving loyalty and brand advocacy. In an era where customer loyalty is becoming harder to get and sustain, companies that can replicate it consistently are seeing unprecedented success.
Technology with a human touch is all about companies providing customers more avenues to interact with them, and do so in the most seamless and personalized manner. Technology has enabled companies to build and maintain a centralized knowledge base that captures customer information and history with the company. This ensures that when customers connect, the waiting time and effort is reduced, and the experiences they have are timely, relevant, personalized, and memorable. Since the customer service representatives would have all the information is readily available, they would know exactly what a particular customer likes and would be able to serve them appropriately. Using data-driven service, companies are opening up new avenues to build stronger ties with customers, and have personalized one-on-one relationships with each of their customers – similar to the connections people had with their local neighbourhood stores before the arrival of big stores and online ‘shops’.
Technology wields a lot of power and can lull companies into a fall sense of security. The fact is that technology can lower costs and speed up processes for both the company and the customers, but these are no substitutes for tailored, customized, and human interactions that customers crave. It makes sense therefore, to fashion technology with a human touch, making your company indomitable in a number of ways. This is a point worth emphasizing since the number tales of woe surrounding customer experiences with technology are many. There are several instances where technology has frustrated customers – IVR systems that do not work, email marketing that is overwhelming and not customized, and the challenges that surround social networks especially with regard to privacy. While companies may work towards removing these errors and system lapses, they must also think about how they can incorporate the human touch and create memorable experiences for their customers, so as to encourage loyalty and sustained profitability.
Technology with a human touch would include incentives and rewards for customers to ‘celebrate’ their association with the company, and seek to strengthen their emotional connection and loyalty to the company. Customers want brands to display empathy, care, and concern for them – it is human nature to be drawn towards people who understand us. Brands / companies that are able to do this set themselves apart from the crowd and get themselves enthusiastic brand ambassadors – customers who not only provide repeat business, but get others to do business too.
It is easy for companies to believe that they are doing everything right by getting the most updated and latest technology to serve customers. However, as research proves, the human touch is as vital and crucial in order to have engaging and meaningful conversations with their customers, now and in the future.
