There’s a human touch dilemma — here’s what leading brands are doing about it

The human touch dilemma: a wake-up call for businesses

The rapid advancement of technology, particularly AI, has undeniably propelled companies forward by revolutionizing customer interactions and operational efficiency. 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)

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.

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). 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.

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.

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.

Making the case for Guided CX 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. 

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.

Download the eBook: Making the Case for Guided CX