How Retailers Can Strike the Balance Between Man and Machine

KATIE HICKEY | March 21, 2019

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Brands across industries are eager to wow customers with new technology — and rightly so. In the age of heightened convenience, more personalized experiences and innovative shopping options like Amazon Alexa, consumers won’t tolerate brands that don’t embrace the future. However, that doesn’t mean brands should rely on tech to replace a good customer experience. Usabilla's recent report reveals that today’s consumers actually crave more opportunities to connect with real human beings to help solve complex problems and enjoy the worthwhile customer experiences they desire. In the age of automation, here’s how to balance human and machine in your customer experience: Brands often operate with the intent of minimizing human interaction as much as possible. Whether purchasing food on Grubhub to avoid going to a restaurant or ordering their morning cup of Starbucks without even acknowledging a barista, customers have many opportunities to cut employees out of the equation when dealing with brands. But as it turns out, that’s not ideal in many situations.

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