Introduction 

In today’s digital landscape, where technology is evolving rapidly, companies become early adopters for its range of benefits which include flexibility, cost savings, and increased productivity. However, with these advancements come challenges that organisations must navigate to stay ahead of the curve. Adapting to new technologies requires a strategic approach and willingness to embrace change. Companies in the Customer Experience sector that are quick to innovate the market through the integration of new tools in their operations are indeed better positioned to thrive in the competitive business market. 

But what about human interaction in this ever increased digitalization era and what customers are looking for when they need support? 

In an interview with our Customer Experience Expert here at Dialect, our Head of Customer Experience, Helen McCaine, who brings vast experience in the CX sector, we’ll delve into the importance of bringing the human touch to the Contact Centre and how this helps businesses to stay ahead of the curve. 

With your extensive experience in the customer experience sector, how do you see the role of human touch evolving in contact centers, especially as more and more digital tools are available? 

While digital tools have undoubtedly transformed our operations, making processes more efficient and data-driven, the human touch remains indispensable. Customers value empathy, understanding and personalised interactions that technology alone cannot provide. Striking a balance between leveraging technology and maintaining a seamless human connection is key. As our digital world advances, the needs of our customers will change. There will always be a customer base that will need the human touch and there will be more that don’t, due to technology and self-serve options. 

Before delving into the in-depth subject of the importance of human touch importance in the CX Sector, why is this so essential in the Contact Centre Ecosystem? 

The human touch in the Contact Centre is crucial because it provides genuine connections between customers and the company. In an era where automation and AI are frequent, maintaining a personal connection with customers ensures that customers feel valued and understood. Additionally, this emotional engagement can significantly enhance customer satisfaction and loyalty.  

Speaking to an Advisor brings empathy and understanding to the interaction that automated systems lack. When customers encounter problems that cause worry or concern, they naturally seek to speak with a real person to ease tension and provide reassurance. In the Payments sector where we specialise, for instance, if a customer is concerned about a lost or stolen card, they prefer speaking with a person to ensure their funds are safe. In such cases, human interaction automatically brings trust and empathy. 

Could you please provide some examples of how businesses can implement this human touch effectively? 

One effective method is through personalised communication – a method we use here at Dialect, where our agents are trained to actively listen to customers, empathise with their concerns and provide tailored solutions. Using the customer’s name, acknowledging their history with the company and showing interest in resolving their issues can make a big difference.  

From an operational perspective, to enhance customer service, companies should offer a variety of channels. This includes efficient options of interaction such as live chat, as well as more personal interaction channels such as voice. 

Additionally, integrating social media platforms and email as ways of interaction can fulfil different customer needs, ensuring seamless customer experiences. 

How does this approach of integrating the human touch can help businesses stay ahead of the curve in the competitive CX landscape? 

By prioritising the human touch, businesses can differentiate themselves from competitors who rely heavily on automation. While technology is essential for efficiency, the human element adds an emotional touch that machines cannot replicate. This not only enhances customer satisfaction but also builds long term relationships. 

Adding the human touch doesn’t mean abandoning technology. Customers might prefer an interaction via live chat, for example, rather than calling when they have a query. By using a blend of both personal interactions and advanced technology, businesses can create a seamless and efficient customer experience for their customers. Live chat can handle generic queries and provide quick responses, whilst more complex issues can be handled by human representatives via voice, who offer empathy and a better understanding of the situation/concern of the customer. 

Businesses can use technology to enhance and strengthen human relationships, as well as to evaluate and improve their product offerings when required.  Using data analytics can help in understanding the root causes of customer queries and identify common issues that lead to customer contact.  

Adapting customer feedback to operational development is crucial. Engaging with customers to understand their preferences and pain points, allows businesses to continually refine their approach, ensuring that the balance between human touch and tech efficiency is always optimised. 

What are the benefits when businesses successfully blend the human touch with the new technologies in the CX sector? 

Creating better customer journeys for customers – customers appreciate the convenience, flexibility and speed that technology offers combined with the empathy, warmth and understanding that only a human provides. This approach builds stronger relationships with our customers based on trust. Whether through live chat, email or a call, we must ensure that customers receive the support they need and, at the end of the interaction, customers are happy and satisfied with the support received.  

What advice would you give to companies looking to innovate in their customer experience strategies? 

My advice would be to always keep the customer at the forefront of any innovation. Technology should be seen as an enabler, not a replacement for human interaction. It’s essential to continuously gather and analyse customer feedback to understand their needs and preferences for interaction. Companies should also be willing to experiment and understand the new technologies in the Contact Centre, as the digital landscape is constantly changing and evolving.