We know that technology is here to stay and is constantly evolving. The outreach potential for businesses on social platforms is essentially limitless. Online automated services like direct marketing calls, filing for claims, and even establishing new policies are all available.  And that is a huge win for businesses because production rates increase dramatically. But is it a big win for all your customers?

Some people love that they can do everything through websites and can even chat with a bot if they run into a problem without ever having to talk to an actual human. But each of your customers has a different preference. If a customer would rather speak to a person, even locating a phone number to call to reach the businesses seems impossible. Some organizations are doing away with call centers for their customer service entirely and moving it to chats or automation. A key question remains. Are all customer preferences being met? Are companies willing to accept the loss of profits and customers who desire person to person communication?

Direct Human Interaction Has Big Benefits

Michele McGovern with Customer Experience Insight feels that direct human interaction has advantages. Her article mentions that care is what matters most.  A customers main concern is knowing their needs are cared for. And “cared for” goes beyond services being rendered. The customer experience that resonates (in a good way) is the one that feels like the business they choose cares about them and their concerns. Michele’s article goes on to mention other key reasons which direct human interactions are important.

–  advocate for customers by anticipating and acting on needs

–  reassure customers about their choices

–  recognize and resolve confusing or complex situations, and

–  create relationships.

Customers Value In-person Service

As technology progresses quickly, it is tempting to jump on all the new advancements in order to stay current and be competitive. But aside from tech, what more and more corporations are now realizing is that convenience for the consumer is a key component to overall success. Morgan Meyer with Kibo Commerce stated:

“The danger is that a patchwork of technologies can deliver an inconsistent series of interactions for shoppers, creating experiences that are memorable for the wrong reasons. And consumers still value live, in-person service; 83% of consumers said interacting with real people will only become more important as technology improves, PwC found.”

Offer Customers Convenient Service Experiences

The use of customer satisfaction surveys and product reviews are gaining enormous traction in the marketplace.  Many customers spend lengthy times reading reviews on companies and products prior to making a final purchasing decision.  More and more companies are recognizing the value of the customer experience.

Therefore, it is important for businesses to evaluate their method of communication, and the effectiveness of the message based on the client’s preference. A balanced approach between personal connection and streamlined automation can equate to greater profits. Ameyo.com  suggests:

Customers today are beginning to feel that brands just don’t care about them anymore.

According to Kampyle, 87% of customers think brands need to put more effort into providing a more consistent experience. This is why customer service teams should focus on delivering a good overall customer service experience. Here are some innovative ideas to improve customer service experience:

• Know Your Customer and How to Solve Their Problem
• Foster a Customer-Centric Culture
• Assign One Customer Service Representative to a Single Customer / Account

In conclusion, there are real benefits for in-person service. Direct human service is still valued by most consumers. And there are a lot of ways to offer a great service experience. As we keep advancing our businesses with newer and newer technology, we need to be cautious about losing one of the most powerful tools we have – our ability to care. And that is one thing that cannot be coded into a chatbot or AI.