Gaining Competitive Advantage Through Human Interaction
Gaining Competitive Advantage Through Human Interaction
As customer experiences become a cornerstone of competitive advantage, many companies are automating touchpoints across the customer journey. But decisions are often made with an eye to cutting costs instead of pleasing customers. Executives often pay far less attention to striking the best balance between machines and humans to support company strategy and market position.
If the balance wrong, businesses can easily lose customer trust and loyalty as human interactions fade from sight.
Executives and managers should move beyond the cost perspective when automating parts of the customer experience. According to business leaders and other experts interviewed for this report, organizations should plan up front what their customer experience should be, and then determine what to automate from a strategic customer experience perspective.
Gaining Competitive Advantage Through Human Interaction
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