Companies are leveraging technology to enhance customer experience without sacrificing the human touch, emphasizing the importance of personalization. While new tech can be advantageous, it must align with actual customer needs and not just trends, as many innovations may not fit all business models. Integration of technology should empower employees rather than replace them, ensuring that communication remains genuine and relatable to avoid losing customer connection.

1. Using Technology to Improve CX
Without Losing the Human Touch

2. • Companies are trying every trick in
the book to create as many positive
experiences as possible—the kind
that drive customer satisfaction,
promote referrals, and ensure
retention.
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• Digital experiences have become the
norm for even the most traditional
brick-and-mortar stores, and the
allure of shiny new tech is strong.

4. • But in this vast sea of ever-changing,
ever-advancing technology, how can
companies retain that treasured
"human touch" which consumers say
is essential for a great customer
experience?
Start by looking at how your company
adopts “personalization”…
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5. The Difference Between Personalized
And Downright Scary

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• Most of us want personalized
service.
• We all want to visit a website and
immediately find the perfect items
for us.
• We like ads showing products
we really want, as long as it’s at a
time when we’re receptive to them.
• This is seriously powerful stuff.

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• But the last thing customers want is
marketing shoved in their faces.
• Most people enjoy the benefits of
personalized marketing, but prefer to
stay blessedly ignorant of the details.

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• Not to say that flagging a past
purchase is always a bad idea, but
there needs to be a purpose to it.

9. Not Every Tech Trend Applies To YOU

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• While an AI-powered chatbot
might yield incredible results for
that SaaS startup in Silicon Valley,
it’ll probably be an expensive flop
at your rural farm shop and
pumpkin patch.
• You’re probably better off paying
a real person to answer the
phones and be useful, personable,
and kind to potential customers.

11. • Part of the problem is that companies
present new tech tools as THE
solution to all of our problems.
• If a new trend or technology can
help your business, consider trying
and applying it.
• If it doesn’t tackle a problem you’re
already aware of, maybe shelve it for
now and just focus on delighting the
people actually buying your stuff.
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12. • It’s all too easy to drown your
business in the quagmire of
unnecessary tech.
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13. Integrating Technology With
Good Employees

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• Similarly, the adoption of new
technology often causes
problems with employees.
• For example, there’s a disconnect
between how well staff adopt
a new tech tool and how well C-
suite executives think it’s
been adopted.

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• In fact, 90 percent of C-suite execs
say their company pays attention to
people’s needs when introducing new
technology, but only 53 percent of
staff agree.

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• A robust and honest feedback loop is
required when adopting new
customer-facing technology.
• If not, employees might view the
company’s fight for increased
efficiency as just another way to
streamline the payroll.

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• If technology can be implemented to
improve employee performance (such
as freeing up time so they can add
value elsewhere), then the
company will thrive.
• New technology can enhance the
human touch only if it's integrated
with (not in place of) employees.

18. Stop Overcomplicating What It
Means To Use "Technology"

19. • Businesses need to remember that
"technology" extends far beyond the
manipulation of customer data
through AI, BI, and other powerful
tech tools.
• Yes, it’s fashionable and has many
applications, but data analysis isn’t
the only type of tech you can
leverage.
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• “Losing the human touch” often
stems from missteps in online
technologies such as social media,
on-site UX, knowledge centers, and
simple customer support.
• If you don’t want to lose the human
touch, keep communicating like a
human!
• This is probably the easiest thing to
overlook.

21. • There are plenty of companies whose
human customer service teams sound
like poorly designed bots.
• They use stuffy, machine-like
language "to sound professional,"
or they might use prepared scripts.
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• If communication with your
customers is stale and robotic, it
doesn’t matter what trends you follow
or how amazing your data is:
customers will reject your company.

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