The Human Touch In The Customer Experience

We live in an age where business technology is growing at a rapid pace. But no technology can replace the feeling of being appreciated as a customer like an interaction with a human being. Well, at least not yet.

By QJ Gottschalk

“Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create raving fans.” – Ken Blanchard.

Why do we still need it?

As much as technology and automation and artificial intelligence improve every day, most customers still expect the human touch. Customers can request assistance and give poor feedback from touch points throughout a store, but they mean nothing without someone showing up to help the customer out.

I recently set out to get my garden irrigation setup and headed out to my local Builders Warehouse. I stood in that aisle, overwhelmed – like a kid in a candy store. Where do I even begin?

QR codes everywhere to help you make a decision, but this did not help me at all. The kiosk at the end of the aisle helps you build your own system, but even that is confusing. I work in an IT industry, and it’s not that I don’t know what I’m doing with the technology.

Right above the kiosk is a conveniently placed Call for Service button. I press it and out of nowhere a Garden Specialist appears. “How may I help you?” he asked. I explain my whole setup to him and he talks me through it all. The thingamajigs and that other whatnot, as I called it before I knew what I needed, turned into an informed decision. I now have a perfect and simple irrigation system that was a breeze to install.

Technology must be seen as a way for staff and management to give better service and have their finger on the pulse of the store, and not as an automatic fix-all. A valuable and specialised tool is nothing without the person using it to its full potential.

A few reasons why a human touch is still important to customer experience:

  • It tells the customer that they matter and are important.
  • Customers are vital to the reputation of any business.
  • Making life easier for the customer.
  • It keeps your customers coming back.

Service Systems partners with the brick-and-mortar retail industry. With a broad understanding of retailers pain points, we aim to complement and improve the retail experience by introducing various technology solutions that elevate a data-driven approach to retail business management and consumer engagement, ultimately forging the desired roadmap to success.

If you are keen to learn how we can help you succeed, mail us ninja@servicesystems.co.za or call us +27872374783

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