BPA Featured Article

BPA, Bliss: Don't Forget the Human Touch

By Paula Bernier, Executive Editor, TMC
May 11, 2018

Artificial intelligence and automation are awesome. But as we adopt AI and create policies and processes that can be triggered without human intervention, it’s important to remember the importance of the individual. And serving individuals sometimes requires the human touch.

In her new book “Would You Do That to Your Mother?” author Jeanne Bliss writes: “Our humanity, our humanness, more than ever needs to show through in how we do business with customers and each other…. With the stratospheric increase in high-tech solutions to ‘take care’ of customers the need for high touch has also escalated. Customers need a healthy dose of both.”

She then goes on to talk about an industry colleague, and cancer patient, who went to a high-tech clinic at which young concierges checked in visitors with connected devices, gave patients GPS devices to track them within the facility, and generally delivered a modern but not particularly caring experience.

The colleague of Bliss said she was concerned her cancer had spread, and really needed some personal care. But she felt she wouldn’t get it at this clinic. So she unclipped the GPS device they said would help them find her when it was time for her appointment, and she headed for the exit.

This kind of impersonal experience can often be found today in contact centers as well, says BPA Quality.

“A great deal of focus in the contact center quality programs we encounter remains centered on scripting, process adherence, AHT reduction, risk avoidance, contact deflection and compliance, and not always on maximizing the real opportunities presented in the human element of interactions,” notes  BPA Quality Chief Customer Officer EMEA Andrew Mutch. “Every conversation with a customer is a lot more than just saying words and phrases – it’s an opportunity to make a real connection, to build the human element. As humans, unlike machines (chatbots), we have the ability to be creative, intuitive, show genuine empathy, feeling and understanding; to connect on a human level.”

And when organizations do that, it adds, they can build and reinforce their brands; create greater customer loyalty and trust; better understand their customers and prospects; deliver more personalized experiences and solutions; and even sell more.

Edited by Maurice Nagle