Digital: Using the human touch to create personalisation

It is important to maintain human contact as a backup or necessary step while removing excessive automation.

By adopting this mindset, Rob Wiles believes that the acceptance and adoption of automated services will be highly successful.

As digital service users, people are accustomed to utilizing platforms like Messenger and navigating through interactive phone menus (e.g., “press one for this team”).

The familiarity with self-service should be leveraged, but automation should be applied where it makes sense. The human touch is essential for delivering a personalized customer journey, adding a unique and empathetic element that automation may lack.

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