As technology and AI continue to transform our world and drive efficiency in business operations and customer experience and acquisition, authentic human relationships with customers are more differentiating than ever.
According to Gartner Digital Markets’ 2024 Tech Trends Survey, “With more ways to shop than ever before, retailers seek tools that help them meet the evolving customer expectations. The rise of phygital commerce, frictionless delivery, mobile and social shopping, customer service chatbots, AI and hyper personalization, or metaverse experiences, is intensifying technology adoption in the retail sector.”
And while companies are racing to streamline, automate, drive efficiencies and create applications we probably can’t even dream of yet, I've also seen that drive a resurgent interest and appreciation for non technical and interpersonal connections. Many consumers are interested in journaling, adult coloring, vinyl records and face to face conversations all examples of a shared desire (and arguably a basic human need) to spend time doing something other than staring at a screen.
What does this mean for business leaders and our organizational approaches to serving and fostering relationships with our customers? Simply put, no matter how much technology we invest in, we must not lose those interpersonal aspects of the customer experience listening and speaking directly with customers, understanding their pain points, helping solve their problems, and anticipating their needs. The brands that are able to combine technology and human to human relationships could be the ones that create a truly differentiated brand experience and keep customers coming back.
Coming from a family of small business owners, I’ve witnessed the value of human connection and how those strong relationships are transformative to business. They inspire new ideas and ways of working and are a differentiator and driver of success. It’s something I’ve taken with me and applied throughout my career.
Here are three considerations to differentiate your approach to meet today’s customer expectations within an increasingly technology driven marketplace:
1. Create a range of ways for customers to engage with your brand and know that the human connection can set you apart today and build longer term loyalty. While working to evolve your customer experience and leveraging technology to meet your customers where they are, nothing replaces that personal, human touch and the relationships you build with your employees and customers. AI itself continues to learn and evolve from human interactions. Brands like Chewy.com are known for going above and beyond to connect with and support customers with a purposeful and empathetic approach, including sending handwritten cards for pets’ birthdays and other moments while offering personalized service during every aspect of the customer journey. Treat your customers like your family and as if their needs are your own. Trader Joe’s is another great example that seems to prioritize customer happiness above all and encourages employees to create meaningful customer service experiences that keep them coming back.
2. Listen to the voice of your customer and place serving them at the center of your overall strategy. Whether you do so through customer pulse surveys, regularly being on the ground and in person interacting with customers, or taking customer service calls and spending time with those who have one to one interaction with customers, this will help you know your customers as real people with real problems. Encourage a supportive, entrepreneurial, customer centric culture and empower your employees to share new ideas and ways to serve, surprise and delight customers and to do their jobs better. This is an ongoing investment to keep abreast of changing dynamics in the marketplace, forecast trends and ensure your organization has its finger on the pulse of what’s top of mind and what matters most to your customers.
3. Integrate your online and in person shopping channels into a seamless experience. Customers don’t care about your org chart and who in the company is responsible for social media, your newsletter or your website. Meet customers where they are and in ways that are most helpful to them. Whether they're shopping in store or ordering and picking up products in store or curbside, your customers should get the same experience. That seamless customer experience is the foundation of a cohesive omnichannel strategy that helps turn customers into advocates.
The retail landscape will continue to evolve, particularly with new technologies and channels that allow us to move faster and more efficiently. But no matter how advanced technology gets, meaningful human interaction, listening, problem solving and operating with empathy cannot be replaced with automation. It’s a differentiator that I believe will stand the test of time.
Source: https://www.forbes.com/sites/forbesbusinesscouncil/2024/04/01/technology-gets-the-headlines-but-relationships-remain-the-foundation/?sh=59972e75cc17