How to keep a human touch in an increasingly digital world

By Jessica Martin

Customer service is a crucial part of business. It’s also increasingly complicated as advances in technology continue to change how businesses and customers interact. Research shows 88% of customers say good service makes them more likely to purchase again.

While there are advantages to using technology in customer service, consumer preferences show the need for balance. When dealing with a complex customer service issue, 53% of consumers prefer to talk to a person over the phone while just 17% prefer a chat feature on a website or mobile app.

Here are five strategies to combine the power of technology with your employees’ soft skills to create memorable customer experiences.

Use the best of both worlds

A company’s goods or services matter. But the experience it provides can make or break a relationship. Eighty-eight percent of customers said their experience with a brand is as important as its products or services.

The use of artificial intelligence, like chatbots, voice assistants and similar tools, is best used to address common problems or frequently asked questions. When there’s an unusual issue—something complex where the customer needs to tell a story to explain—a knowledgeable and understanding employee may be necessary.

Train your employees

Invest in training your customer service team so they are equipped to handle the most complicated cases. A drawn-out, multi-step customer service journey can be frustrating and stressful. Talking to a helpful, empathetic and knowledgeable person can make all the difference. Emphasize the importance of soft skills and empower employees to deliver personalized care.

When something goes awry, employees should do their best to make it right. Ensure the customer gets a resolution to their issue or has their questions answered, and send them something extra, like a letter opener or a carabiner tape measure, for their trouble.

Choose the right technology

Be thoughtful about which automated customer service tools you use. Using them to speed up routine processes can save time and money, but it shouldn’t come at the expense of the overall experience. Find tools that tackle simple situations to allow employees to focus on customers who truly need them.

Test your automated services regularly and encourage employees to do the same. Offer employees small rewards, like a gift card, fidget ball or beach towel, for suggesting areas that need improvement.

Keep processes simple

Create a customer service journey map with simple paths that end either in tech-assisted solutions or an employee interaction. The last thing a customer wants is to get stuck in an endless loop with a virtual assistant or automated phone service. Make the options clear and easy to understand, so customers don’t get confused.

Experiment over time with different customer service funnels—sometimes directing them to a human, other times to an automated solution, and see what works best. For longer processes, throw in a bonus at the end. Let them know their patience is appreciated and a coaster or sticker will be arriving soon.

Make it memorable

Whether interacting with an employee or a virtual helper, customers expect a personalized and memorable experience. If your website allows users to log into an account, make sure virtual assistants are using the customer’s name. If possible, a friendly and conversational tone from a chatbot is far better than one that seems impersonal or robotic. Sprinkle in light humour if it fits with your branding.

Personalized touches can make tech tools more interesting and pleasant to interact with. But most importantly, make sure the customer is satisfied. Add a contact number or way to reach a real person at the end of each journey.

As times change, so does service

Customers today are more comfortable interacting with automated tools than they were a year ago. And chances are, a year from now, they’ll have continued on that path. With the right strategies—including knowing when an employee intervention is necessary and preparing employees for those interactions—your customers will feel cherished. And they’ll be back before you know it.

Jessica Martin

Jessica Martin is 4imprint’s merchandising planning manager with over 20 years of retail experience, 15 years of merchandising expertise and more than a decade in the promotional products industry. She ensures the right products get into customers’ hands through deep customer insight, trend awareness and seasonal analysis. Jessica is a key connection point between vendor relations, purchasing, and 4imprint’s end users, supporting programs across the Blue Box^® sample program, digital marketing, print and TV campaigns.

All marks are the property of 4imprint or their respective owners.

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