Increasingly, technology promoters advocate a world where social media, email outreach, and chatbots are tasked with relationship-building once reserved for trust building through personal interaction.

On the marketing front, companies are replacing valuable, skilled personal relationship-builders with less expensive and “more efficient” technology platforms. For example, social media campaigns purportedly are taking the place of in-person business development outreach.

On the customer service side, automated technology protocols are everywhere – while live phone support becomes more scarce.

Anyone considering or implementing technology solutions to supplant human interaction in the name of efficiency and cost-effectiveness is misguided, especially at the small-company level. Technology can be a great support tool. But it won’t supplant human beings. The two can work together to enhance customer service, marketing, and every other aspect of business if the pieces connect appropriately.

That “appropriate way” utilizes both the hard-wiring and expanded expectations of human beings as consumers. Consumers gravitate to people and companies they trust, like, and respect. At the same time, they expect that these entities will make their journey as fast, easy, and fulfilling as possible using all available resources – including technology.

Consider different consumer preferences in communications and operations. Younger consumers tend to prefer text, live chat, or email communications over phone calls with live reps. Older consumers lean more toward the real person at the other end of a phone call.

Where the technology-obsessed get it wrong is not seeing that both human and technology support can come into play at any point along the customer journey. A common example is the product-ordering process. While technology provides valuable options to assess, order, and fulfill a product order (think Amazon), the ability to talk with a live customer service rep for special needs or to solve problems is vital.

Being relegated solely to tech options to resolve issues creates frustration (and flight to competitors) among all age groups. In a pinch, most people want to talk to people – not live chatters, chatbots, or anonymous email recipients to get resolution. That is why, despite a convoluted course to get there, Amazon offers that live support in addition to its tech customer service-driven options.

Smaller product companies must make a commitment that goes further than the Amazons of the world to drive customer loyalty. In part, that’s because Amazon is an automatic go-to for many consumers. So, customers typically will endure a few snags because most experiences are positive.

That same loyalty factor doesn’t exist with many smaller companies. These companies need to demonstrate a total commitment to customers. This necessitates both dedicated and personalized account management and support featuring live human beings and advanced technology for fast, easy ordering, etc. Working in tandem, people and tech can create an unbeatable team – in turn leading to long-term loyalty, positive reputation, and other benefits.

Technology itself actually can help fuel the vibrancy and success of the human interactive process by freeing up people to directly help consumers instead of handling processes that technology can handle extremely efficiently and non-intrusively.

Again, think about Amazon. If a customer support rep had to handle all ordering and payments, it would clog the system and lessen the ability to get live customer support. Because Amazon’s ordering and payment platform is so intuitive and simple, consumers of all ages have gravitated to it. Knowing that a live resource exists creates further peace of mind and comfort with the company.

Not just technology but trusted technology
A report released by Ernst & Young (EY) notes that the technology itself must be trusted to drive customer engagement: “This isn’t just a question of choosing the right technologies…It’s crucial that digital innovation protects and nurtures the relationship with the consumer. Three things matter here: trust, respect and value. Can people trust you to use technology responsibly and safely? Do they feel you are using technology to help them, or to take advantage of them?”

Following are two key takeaways to help ensure that technology and talent support each other versus working at cross purposes:

1. When humans are eliminated or marginalized in the customer service equation, it’s a likely red flag for company cost-savings. For example, when Frontier Airlines eliminated its live call center last year in favor of all-digital interactions, their spiel was more efficient and faster service (standard gobbledygook). While the airline claims excellent revenues, one has to wonder how much business they’ve lost among consumers dissatisfied with being forced into digital channels. For a smaller business, consumer confidence equates to multichannel communications options, including live support.
2. When companies meld talent and technology in the most effective ways possible, it shows up everywhere. For example, Costco offers the usual tech-fueled options to help conduct business and offer support. But, anyone can easily access live support at any store. Costco customer confidence and comfort have resulted in consistently strong revenues across the board. Instead of cutting costs, Costco continues building up service. This investment has paid off handsomely for the company and its loyal customer base.