In the rush to implement an optimal digital customer experience, it’s key to remember that sometimes the best way to help a human is with another human. You need to carefully balance your automated touchpoints with the human touch by using technology to augment, not just replace, the personal experience in a way that will build relationships and inspire brand loyalty.
The reason is that transactions are rarely purely transactions. There’s an emotional component to every purchase, however slight, that a customer creates with almost every product, company and brand. Depending on the product, people invest an incredible amount of time and effort researching, shopping for and purchasing things they think will solve a problem, make them happy, show their love, increase their status, or any number of other emotional reasons.
When a product doesn’t live up to its promise, it’s not just a product failure. It’s a customer experience failure. Whether it causes a minor inconvenience or completely ruins someone’s day, the bond of trust between the brand and customer has suffered a breach. And while you can perhaps create a fully automated digital customer experience, a chatbot or AI-powered support page can only do so much to restore trust. The customer should always have the opportunity to work with another person who can provide empathy during the make-or-break part of the customer journey.