Ryan Strategy Advisory | The importance of the ‘human touch’

Peter Ryan highlights the importance of the ‘human touch’ in a CX strategy

Video transcription

I’m Peter Ryan, Principal Analyst at Ryan Strategic Advisory. We are a full-service market research and analysis house based in Montreal, Quebec, Canada, focusing exclusively on the BPO and customer experience space.

One of the questions I frequently get asked relates to the importance of the human touch in customer experience management. It’s a topic that I believe cannot be underlined enough. As consumers, we inevitably encounter issues that need resolution. Traditionally, many of us would pick up the telephone, but today, the landscape of customer service channels has expanded dramatically.

The reality now is that there are many different channels available for resolving customer service issues. Whether it’s a technical support issue or any other type of concern, the traditional resonance of a phone call doesn’t hold the same weight as it did 10-15 years ago. Today, many consumers instinctively turn to web chat, instant messaging, or social media to interact with companies. Email remains a viable option for many as well.

With all these digital channels, it’s natural to question how one can receive personal attention and resolve issues effectively. Some may doubt the possibility of receiving adequate human support through non-voice mechanisms due to past bad experiences. However, there are many customer experience service providers out there that have the capability to bridge these digital divides. These providers recruit agents who are trained to ensure that no customer feels ignored, whether they are sending an email or reaching out via social media.

The challenge for many organizations is maintaining a high level of quality across these digital interactions. This is why they often turn to outsourced service providers. These partners have the necessary people, processes, and technologies to ensure that digital interactions retain a human element comparable to voice-based interactions.

The goal is to achieve a more human touch across digital channels, resulting in a retained, satisfied customer. A happy end-user is more likely to return and continue purchasing products and services throughout their consumer lifecycle with an enterprise that has mastered this balance.

To enable this human touch, enterprises do not necessarily have to manage all aspects in-house. Instead, they need to partner with a customer experience service provider that understands the importance of training agents to handle various digital communication channels effectively. These providers ensure warm, engaging interactions that promote customer retention and repeat business.