For those of us born before the 1990s, so much of the digital world still seems a futuristic. Alan Kay, one of the fathers of modern computing, once remarked that “Technology is anything that was invented after you were born, everything else is just stuff.” For most of us alive today, inventions like the radio, the automobile, and the vacuum cleaner have always been around as long as we remember. But for anyone who has been alive long enough to remember what life was like prior to the 1920s, these gadgets are the bleeding edge of innovation.
A hundred years later, we’re all caught up in a new web of recent innovations, like automation and online interfaces. Tragically, however, we’re losing that personal touch that once define business-to-customer interactions, that made business feel real rather than virtual. Despite the convenience offered by online forms and automated systems, we must recognize that we can never replace the warmth and empathy offered by human interaction.
Not Just Efficiency and Scalability
First, we must recognize that many businesses have turned to automation for customer interactions because it’s far more efficient and scalable than having call centers. Online forms, chatbots, and automated email shave become the norm, promising rapid responses and streamlined processes. Indeed, these tools have their place, especially for the mega-corporations of the world, but they should merely complement and not replace human interaction.
Customers crave connection and empathy, especially in a world where so much of commerce feels impersonal and cold. Most of us want to feel heard and understood when we reach out with a question or concern, not acknowledged by an automatic response or some generic email. Human interaction builds trust and loyalty.
Pick Up the Phone
One often-neglected avenue for forging this connection is the telephone. When you use digital systems to capture customer inquiries, be it a webform or something else, pick up the phone and call your customer directly. This personalized gesture shows that you value their business and are willing to put in a little extra effort to assist them. A friendly, understanding voice can make all the difference, leaving a lasting impression that no automated reply ever can.
Indeed, you mustn’t limit yourself to emails and text messages alone. These channels offer convenience, it’s true, but they rarely offer the nuance and warmth that a face-to-face interaction or phone call can provide. If you can, urge your customers to visit directly. Otherwise, offer video calls, personalized emails rather than form ones, and so on. Find opportunities to offer a genuine human connection that will set your business apart from a sea of automation.
People Over Technology
Investing in a human-centric customer experience will unlock a wealth of benefits. Not only will it enhance the overall customer experience, but it’ll build brand loyalty, foster trust, and drive repeat business. In a competitive market where customer satisfaction and positive word-of-mouth are paramount, the human touch can be your most powerful differentiator. Plus, it’s a great way to keep your employees engaged and not feeling like simply cogs in a machine.
While it’s easy to get swept up in the allure of automation and slick online interfaces, you have an opportunity to set your business apart by emphasizing the humanity behind those lines and lines of code. By prioritizing empathy, connection, and personalized communication, you’ll be able to create meaningful experiences that resonate with your customers and employees alike.
The next time a customer reaches out, don’t just rely on an automated response. Take the time to pick up the phone, schedule a video call, or meet in person. Show them that behind every transaction is a dedicated team of people who genuinely care about their needs. In doing so, you’ll not only delight your customers but help to guarantee your success far into the future.
Make connection more than just about sending and receiving digital signals again. Make it about people.
By the way, did you know that we at The Brandt Group have a webform for you to get in touch with us? But, as you might have guessed, we practice what we preach and don’t simply rely on automated responses. Drop us a line and we’ll show you how. Let’s connect and talk about how we can help your business propel its customer experience to the next level.
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