Will Humans Make A Comeback In Customer Processes?

We all feel the  loss of human connection due to relentless automation, the emerging behavior of Digital Natives (who prefer online interaction to direct human interaction), and the inability of current systems to support “personalization at scale.” So I’ve been wondering whether we will start to see real pushback against the straight-through and self-service procesees we endure daily — what I am calling “faceless” processes. In short, we are starting to see inklings that the pendulum is swinging away from faceless processes and a back toward more personalized human-driven interactions.

There are a few things that seem to  point in this direction, such as community banks taking customers from the big guys, or the well-documented hatred of foreign call centers and voicemail hell. An “I’ve had enough” shift is also advanced by more vocal consumer attitudes — witness, for example, the recent consumer pushback on debit card fees. The question is, will we start to see companies start to differentiate based on injecting humans back into the process? Does social have a role to play here? And is there a way to measure whether this is actually happening?

Comments

Social Media

One area I have seen grow a face with the use of technology has been social media. Social media has caused businesses to once again have a community face and personality in order to interact with their immediate audience.

Thanks for this comment and I

Thanks for this comment and I agree social will have a role to play to humanize processes. It is already - with live chat for example -even if not quite live in many cases.