As much as you may be hearing from people—not excluding from us—that everything is going digital these days, you simply cannot replace the human element. Sometimes when dealing with a business, especially a big one, it is easy to forget that it is made up of real, live people, each with unique personalities that contribute to the overall brand. People do not want to just deal with machines all the time.
Think about all those times you’ve found yourself on the phone trying to get in touch with customer service for, let’s say, an insurance company. As time ticks by while you hopelessly argue with the robotic pre-recording, you grow more and more frustrated, and all you want is to speak to a human, right?
We know the feeling and we can assure you that this is not always the best way to connect with customers or clients, nor with prospective business partners. People like to be understood, people like to feel special, people like to feel like you are speaking only to them. They need that personal touch. If they feel neglected, the relationship will soon seem fake or distant and they will likely go elsewhere (perhaps even to your competition).