The human touch dilemma: a wake-up call for businesses
The rapid advancement of technology, particularly artificial intelligence (AI), has undeniably propelled companies forward by revolutionizing customer interactions and operational efficiency. AI enhances customer service by providing efficient, automated solutions while still emphasizing the importance of the human touch. However, amidst this digital transformation, a noticeable gap in authentic human connections has emerged. In an age where 75% of customers express their desire to interact with a real person more often, this human connection gap in digital experiences can’t be ignored any longer.
75% of customers want to interact with a real person more often as technology improves (PWC)
Natural language processing enables AI systems to understand and respond to customer inquiries effectively, improving service efficiency and personalization.
Especially in high-stakes situations — think applying for a loan, getting financial guidance, or making a major purchase — there’s a genuine yearning for one-on-one human guidance. Shockingly, about 70% of customers abandon online transactions due to poor user experiences, according to PWC.
The challenges of preserving human touch
In today’s digital age, preserving the human touch in customer service presents a unique set of challenges. One of the primary hurdles is finding the right balance between leveraging technology for efficiency and maintaining genuine human interaction. While automated solutions and digital tools can streamline processes and provide quick responses, they often lack the personal touch and empathy that only a human can offer.
Training customer service representatives to deliver exceptional human interaction is another significant challenge. It requires a deep understanding of customer needs, preferences, and expectations. Representatives must be equipped with the skills to provide personalized, empathetic service that resonates with customers on a personal level.
Moreover, the cost of implementing and maintaining human customer service can be higher than relying solely on automated systems. Investing in human resources, training, and development is essential but can strain budgets. However, the long-term benefits of fostering strong customer relationships and loyalty often outweigh these initial costs.
What are leading brands doing about it?
Leading Fortune 500 companies are recognizing the importance of providing customers with authentic human interactions. In fact, 80% of leaders plan to increase customer service budgets over the next year. They understand that customer experience (CX) and employee experience (EX) must work in harmony to create a powerful human experience (HX). Leading brands are meeting customer expectations through a balance of technology and human touch, ensuring swift resolutions and empathetic support. Engaged and empowered employees directly impact customer experience and loyalty, with companies actively engaging employees having customer loyalty rates 233% higher than those that do not, as reported by Bain & Company.
It’s a two-way street. Customers need more human support during critical moments. Employees need to be empowered to provide that support. You can’t focus on CX without also focusing on EX.
Enter: Guided CX.
Guided CX transforms frustrating digital journeys into high-value, face-to-face interactions. Guided CX leverages technology like screen share, cobrowsing, and video to connect customers and experts during critical moments in the customer journey, fostering mutual understanding and efficient issue resolution. When customers can see a human face and receive direct guidance in a virtual space, they feel more understood, complete tasks faster, and gain confidence in their decisions.
Understanding customer preferences helps brands engage with their audience through both AI-driven solutions and personalized assistance, building trust and satisfaction.
And for employees, having the ability to view the customer’s perspective and guide them on-screen enhances their effectiveness in resolving issues, ultimately allowing them to excel in their roles. Guided CX blends the best of the digital world with real-life human interactions, where people help people.
Businesses are adapting to the surge in customer requests by using AI and automation while maintaining the human touch in customer service.
Here are some real-world examples from brands that are leading the charge:
-
ConstructConnect sales reps give demos that convert. Their Salesforce CRM and Glance for Salesforce integration has resulted in a 60% shorter sales cycle, a 40% higher lead conversion rate, and a 66% increase in new lead demos.
-
Intuit TurboTax brings tax experts right to customers’ screens, helping them file confidently. Intuit TurboTax’s SmartLook feature, powered by Glance’s visual engagement technology, resulted in a 10% improvement in the Customer Resolution Rate, an 18% increase in Transactional Net Promoter Score (tNPS), and a reduction of over 15% in Average Hold Time (AHT).
-
MINDBODY provides white glove onboarding and customer care. MINDBODY agents use on-screen guidance to onboard customers, leading to reduced average handle time, lower customer churn, higher satisfaction, and increased employee satisfaction.
-
A top 5 U.S. bank digitizes the in-branch experience. By enabling in-branch teams to use visual engagement tools, they’ve improved customer retention and attracted new customers through an omnichannel online banking approach.
The benefits of human customer service
Despite the challenges, the benefits of human customer service are substantial and can significantly enhance customer satisfaction and loyalty. Human interactions provide a level of personalization, empathy, and emotional support that automated systems simply cannot match. These qualities are crucial for building strong, lasting customer relationships.
When customers receive exceptional customer service from a real person, they are more likely to feel valued and understood. This personalized approach can lead to increased customer retention, as satisfied customers are more inclined to return to a company that consistently meets their needs with empathy and care.
Furthermore, human customer service can drive customer loyalty. Customers who experience personalized and empathetic service are more likely to recommend the company to others, creating a positive word-of-mouth effect. This not only helps in retaining existing customers but also attracts new ones, ultimately contributing to the company’s growth and success.
Making the case for Guided Customer Experience at your organization
Guided CX aims to bridge the divide between technology and humanity, and it goes beyond being just a feel-good concept; it’s a tangible bottom-line booster. By reintroducing the human touch into the customer journey, Guided CX nurtures deeper connections, fosters customer loyalty, and ultimately leads to increased profits.
Guided CX aligns with customer preferences by providing a blend of technology and human interaction to meet their needs. This approach ensures that businesses can engage with their audience through both AI-driven solutions and personalized assistance, building trust and satisfaction.
Need help making the case for Guided CX at your enterprise? Download our eBook and share it with your team to transform customer service from a cost center to a revenue-generating engine.
Conclusion
In conclusion, preserving the human touch in customer service is essential for delivering exceptional customer experiences. While technology offers efficiency and speed, it is the human interaction that truly builds strong customer relationships and provides personalized, empathetic service. Companies must strive to balance technology with human interaction and invest in training their customer service representatives to excel in providing exceptional human interaction.
By doing so, companies can significantly increase customer satisfaction and loyalty, driving business success. Incorporating human customer service into their strategy allows companies to differentiate themselves from competitors and establish a loyal customer base. The human touch is not just a nice-to-have; it is a critical component of a successful customer service strategy.
Download the eBook: Making the Case for Guided CX
