How to use a digital approach to rehumanise the customer relationship
The incorporation of digital technology into the customer experience is making instances of human contact increasingly rare : creating the right customer relationship is less about maintaining interaction with humans and more about giving humans the freedom to act like people. Eurogroup Consulting and the INRC publish a study about “Using a digital approach to rehumanize the customer relationship”.
For a large proportion of customers who are able use the different channels available, this need for human contact comes about for two main reasons:
- the digital services on offer do not meet or inadequately meet the customer’s needs.
Human contact is therefore chosen by default.
- the customer gives preference to human contact, often when they reach a step in the experience that they find stressful or which involves a high level of engagement.
This is often a matter of needing help or reassurance.
Let’s make human contact unforgettable
The success of these instances of human contact and the resulting customer experience are consequently crucial. The challenge is therefore to render these instances of human contact unforgettable.
In achieving this, we think that the question of the role given over to the human with respect to digital processes and tools is key. Because if during their interaction with the customer the human simply completes the process step by step, it is legitimate to question their added value in the relationship with the customer and ultimately to digitalize the process.
Capture the attention
If on the other hand the human is able to capture the attention of their interlocutor, understands their situation, shows empathy and finds the right solution, this human contact takes on its full significance and the human relationship comes into its own.
Human and soft skills
But to empower the human to take initiatives and take full responsibility within the scope of their job description, it is essential that they be left room for manoeuvre in how they complete their allocated tasks. In this case it is a matter of defining a new job scope and equipping and training staff appropriately, because it is their socioemotional skills such as interpersonal skills, active listening and taking the initiative that will be essential to them in achieving these new objectives. In this context, the role of the manager becomes key in helping the employee achieve this.
Therefore, creating the right customer relationship is less about maintaining interaction with humans and more about giving humans the freedom to act like people. This is why we believe that the digital approach is a driving force in rehumanizing the customer relationship.