Parham Saebi, Head of Client Relations, CRM Solutions at Arvato UK & Ireland has been featured in Engage Customer discussing the importance of the human touch when it comes to delivering premium customer experiences.
He argues that despite the clear and well-documented benefits of introducing new technologies, organisations must continue to recognise the strategic importance of the human element of customer service if they’re going to deliver exceptional experiences in the future.
While technology is becoming smarter and more sophisticated, it can’t replace the human capacity for empathy, understanding and reasoning. And, it must be remembered that the effective use of technology and human resource aren’t mutually exclusive. The most successful customer experience strategies will use innovation to empower service agents, rather than replace them.
To achieve this, he believes organisations should hire with technological skills in mind, use innovative training techniques such as virtual reality (VR) to support the need for a more skilled workforce and select appropriate technology to support agents. For example chatbots and artificial intelligence which enable employees to dedicate more time to handling complex, resource demanding tasks.
Parham said: “Delivering these experiences is now key if organisations are going to stand out in a crowded marketplace, where the difference between cost and quality of products or services is tightening. Appreciating the importance of the human touch in customer service and maintaining a skilled workforce of professionals equipped with the right technology is the best way to achieve this.”
You can read the full article here