When we think about customer experience (CX), we often think about how we can use automation to improve the experience. Automation is an important piece of CX, but don’t forget about the impact of the human touch. Take a minute to learn about how important human interaction is to your customer.
When we think about CX, we think about how we can use automation to improve the experience. Sure. But don’t forget about the impact of the human touch.
Some interactions are simple and benefit from speed. A good place for automation to be used.
But other interactions are more complex and require a human touch.
Technology cannot and should not replace people. It should be used for those simpler interactions, freeing up time for people to handle the more complex interactions. Or even better, how can automation and humans complement each other?
Think about your experiences with an airline. When you call in, you’re asked to provide your name, account number, and the reason for your call. Maybe your issue can be addressed right there. But, when it’s more complex, you are then routed to a person who already has the information you provided and can more easily assist you.
Be careful not to force a self-service model on your customers. We’ve all had instances where we just want to talk to a person and can’t!
Automation is key but it’s better if you can pair it with human insights. Listen, observe, and review customer comments to get the full picture. Believe it or not, after all the technological advances, the new luxury in customer service is the human touch!