Bestselling author and futurist John Naisbitt coined the term “high tech/high touch” when he coauthored a book by that name in 1999. Its subject: How to make the most of technology while being mindful of how it touches humans—and their everyday lives.Disclosure 1

During the pandemic, the conversation shifted toward “how much can we do digitally—and how fast?” In the past few years, though, leaders have realized that customers prefer a both/and approach, even in our digital-first world.

What’s ideal for each company varies widely. Considering these questions can help you and your team adapt to the changing tech needs of your customers.

What’s an omnichannel experience—and how can I provide one?

Customers are looking to connect with companies in both high-tech and high-touch ways—by phone, by text, in store, on social media, or on a website. Today, 90% of customers expect a seamless experience as they move from one channel to the next.Disclosure 2

90% of customers expect a seamless experience as they move from one channel to the next.2

In a truly seamless omnichannel experience, each track can’t be created and managed separately. There must be a unifying strategy, and the teams on each channel must work together to make decisions that create the best customer experience. Here are some tips to think about as you get started.

Reexamine the customer journey. Look at every type of interaction a customer might have and think about how to improve it with a human or digital interaction. Also consider what issues or factors may prompt them to switch tracks.

For example, your customers may prefer to research products online, but when it comes to purchasing (especially if the item is pricey) they may want to speak with a real person. Emotional situations—such as in healthcare or senior care—may also benefit from easy access to an empathetic ear.

Bring the whole team to the planning table. When you’re looking to make tech upgrades that affect customers, don’t turn to the IT or digital team alone. Reach out for input from customer experience teams and managers whose staff will regularly interact with the tech and be responsible for familiarizing clients with it. Also aim for diversity in age, culture, and geography to spark more inclusive and creative solutions.

Build training into your budget. That includes making allowances for time, tools, and a learning curve. If you’re at the early stages of tech implementation, start with small projects that you can accomplish easily. Seeing a quick return on investment can help boost morale and encourage leadership teams to invest in additional improvements.

Know when to make the move. Some businesses can benefit from a multichannel approach—at least for a time. This may be a better fit if you have small teams, are focused on delivering a product rather than a service or experience, or want the flexibility to deliver different messages or experiences to different audiences.Disclosure 2 Talk to your Truist relationship manager about what they see working for businesses of your size and how you can start working toward a more integrated approach in the future.

> Learn more about how to train your team on new tech.

Case study: How Amazon uses tech to build loyalty and reduce returns

Since 2022, Amazon has employed the tech tool Alexa to enable customers to show their appreciation for delivery drivers simply by saying, “Alexa, thank my driver.”Disclosure 3 During December 2023, the online retailer also tipped $5 to the first 2 million drivers thanked—at no cost to the customer—a goal they reached in just two days.Disclosure 4

Another way Amazon uses artificial intelligence is to help personalize a customer’s shopping experience by providing recommended sizes.Disclosure 5 Their algorithm combines data from reviews and feedback on fit (whether it runs true to size, small, etc.). It also alerts shoppers if an item is frequently returned. This can help customers make more informed choices while helping Amazon cut down on costs for return shipping, which is free for Prime members.

How can I use data to build customer trust?

Customers have long known that companies gather their data—for example, when they use a shopper’s club card, accept cookies on a website, or provide an email address to download a report. The difference with today’s consumers: They expect businesses to use that data to personalize their experience and make improvements. That expectation is particularly high among millennials and younger generations.

There’s also a greater focus on not only data ethics and data rights but also data empowerment, which involves making data accessible to everyone, not just large organizations and powerful people.Disclosure 6 These tips can help guide your data collection, data mining, and data analytics.

Make sure your data collection is inclusive. Consider whether your process is leaving some groups out of the conversation. For example, people with limited access to computers or smartphones may be missing out on services, surveys, and perks. Remember that diverse team you gathered for planning? Invite them to weigh in on the language used in surveys and other tools to ensure it’s unbiased and easy to understand.

Let customers take part in data monetization. Data monetization involves making money from data either internally by using it to make improvements or externally by selling the data or insights from it. In addition to providing customers with better goods or services, you can offer rewards points, store credit, or other perks for their participation.

Regularly reevaluate methods and usage. As your business objectives change, so should your data collection. If you’ve divested yourself of an international arm of your business, consider if you still need to collect data about its operations. Looking to go global? You may want to delve into additional areas of customers’ lives, such as where they vacation or what they prefer to buy overseas.

Finally, think about reporting on improvements you’ve made as a direct result of customer feedback. Many clients enjoy helping build and strengthen a brand they love.

In the end, it all comes down to finding the right balance of high tech and high touch. As customer needs continue to evolve, pay attention, stay agile, and continually develop new ways to serve your clients—and you’ll be well on your way to creating a memorable customer experience.

Ready to make some technology innovations?

Talk to your Truist relationship manager about financing and strategic planning to meet your goals.

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