It’s clear how the digital age has inspired a wave of change
across different industries all over the world. From artificial intelligence,
big data, robotic process automation (RPA), to comprehensive analytics, technology
has made a big impact in our daily lives, and the ability to adapt with
technology is vital for a brand or business that wants to stay on top.
Even if the numbers show that there has been an increase of consumers buying products online versus traditional stores, the personal or human touch is a requirement and a preference. While technology can simplify and quicken a process, customers use the quality of a human interaction as basis for better customer experiences. Humans are preferred among customers who need solutions that involve a detailed explanation or customization, especially in the financial industry—according to professional services network PricewaterhouseCoopers (PwC), only 15 percent of global consumers acquired insurance via a digital channel, 13 percent signed up for a personal loan, and 12 percent decided on a financial plan using a digital channel.
Amidst chatbots, RPAs, self-service kiosks, or other digital platforms, humanity in business matters in today’s digital age. The key is offering a product or service that is complemented by excellent customer experiences that go a long way. In PwC’s Global Consumer Insights Survey, customers stated the need to feel appreciated, and when a brand is able to fulfill this need, it results in a 16 percent price premium on products and services, as well as increased brand loyalty. An infographic by Harvard Business Review and Harvard Business Review Analytic Services stated the reasons why technology cannot replicate the human experience: people prefer to have people solve their problems, service can be emotional while technology cannot, and less work for workforce creates more work for customers.
Digitalization has greatly changed the way businesses and
companies operate, yet it’s the human experience that remains essential. The
arrival of AI and automation has long signified the start of an era where
accuracy, productivity, and speed are prioritized, but at the end of the day,
it’s always nice to come to a place where the human touch reigns supreme.
That is why at Teleperformance, we use technology to assist humans, not the other way around.