Finding Customer Engagement's Healthy Balance

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Customer Service
Albert Einstein once said that "It has become appallingly obvious that our technology has exceeded our humanity."

Albert Einstein once said that "It has become appallingly obvious that our technology has exceeded our humanity."

While technical advancements in recent years have led to significant improvements in the way companies engage with their customers, some may wonder if we've reached a point that threatens to tip the scales toward technology over the human touch.

In "Automate or Humanize? The Great Customer Service Debate," 1to1 Media's Judith Aquino addresses the question by providing examples of companies that are successfully blending the two approaches to delivering customer service.

The topic was also recently top of mind with TechInsider's Alex Heath who discussed how Uber is planning to streamline automation with live customer support. Uber is trying to close that difficulty gap by bring all of its customer support inside the Uber app and moving away from the support@uber.com email system it's relied on since the beginning of the company.

Building communities is another way to incorporate the human element for not a lot of monetary investment. In "6 Ways Communities Complement Customer Service," Tricia Morris stated, "If your brand or organization does not leverage communities as part of its customer service offering, what would be the benefit of doing so?"

Dan Gingiss also explored the connection between customer service, Twitter, and ROI when he cites recent research from Twitter about the moments of happiness a customer experiences when a brand responds. "Huang's research is important to Twitter because it also established a direct link between customer service responses and higher satisfaction with Twitter as a platform," Gingiss said.

And in "Will Chat Bots Become Your New Best Friend?" Daniel Burrus discusses how the combination of an authentic, relatable voice and conversations with a company's audience are possibly the most powerful currency in our quest to connect with each other in a meaningful way.

In what ways are you blending automation with the human touch?

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EXPERT OPINION