How To Get The Human Touch And Technology Balance Right In Customer Experience

By Adrian Swiscoe

Recently I was lucky enough to have the chance to speak at the Customer Experience Innovation and Tech Fest in Pretoria, South Africa. There I was talking about the need for firms to take a more sophisticated approach to customer experience that would allow them to strike the right balance between the use of the human touch and technology.

This is something I’ve been musing on and calling for for a couple of years now ever since I wrote the article: The Need To (Re)Consider The Technology And Human Balance In Customer Experience.

It could be argued that nothing much has changed in that time and customers still complain about the lack of the human touch in the experiences that brands are developing. They are also not engaging with the digital and technological tools that brands are developing. At least, at a rate that those brands would like.

This latter idea is supported by data from Voxpro – powered by TELUS International who in a recent survey found that, on average, 68 percent of consumers had not yet used chatbots to get in touch with a brand.

That 68 percent rises to 78 percent for customers aged 65 and older. That’s not really a surprise but it does show that while overall adoption may be slower than many brands would like, younger generations are more willing to engage with automated systems.

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Author: Adrian Swinscoe: I write about customer service and the customer's experience. I'm an independent advisor, speaker and best-selling author on customer service, experience and engagement. I have worked with a range of well known brands as well as numerous fast-growing and entrepreneurial firms. I published a best-selling book (April 2016 - Pearson) called How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing. I live with my wife Hana, by the sea, south of London in the UK. When I get the change I am a keen but average rock climber. Feel free to email me at, connect with me on LinkedIn or tweet me on @adrianswinscoe.