Keeping the Human Element in Digital Customer Experience

The longstanding foundations of many consumer-facing businesses (such as banking, for example) are built on personal, face-to-face relationships. Today, though, customer engagement is becoming increasingly self-serviced and transactional. People need to get things done while on the go, and companies need to get more done with fewer resources.

With that said, in the age of Twitter and chatbots, can modern businesses realistically ensure the contuinity of this core value of personal relationships into the digital, mobile era? Do people still desire interactions, when tapping and swiping just feels so good?

Absolutely! According to a recent survey from InContact, 67 percent of consumers prefer agent-assisted customer service. Only 39 percent of respondents were satisfied with their experience when working through self-service channels.

If that is the case, then are companies being forced to deploy transactional, self-service tools in the name of efficiency, even though their customer experience may feel faceless and/or anonymous as a result? Read more

Eran Westman - Entrepreneur - 7 July 2017