Tech is Cool. People are Warm.

I lead the life of a globe-trotter, taking over 80 flights and clocking around 400 hours in the skies each year. On these journeys, flight attendants often grapple with pronouncing my challenging Italian surname during their onboard greetings.

Then, one day, a standout moment happened. A non-Italian flight attendant welcomed me aboard, effortlessly and perfectly articulating my name, accompanied by a warm smile. This gesture not only lifted my spirits but also left a lasting impression of the airline…

Even Google Translate gets the pronunciation of my surname wrong!

So, how did she achieve this? She leveraged technology, consulted the digital passenger list, and likely did a quick online search to master the pronunciation.

Yet, what truly made the difference was the human touch – she set aside her tablet, made direct eye contact, and served me a Gin&Tonic with a heartfelt smile. 🍸

Navigating the customer journey

In the ever-evolving business landscape, where GenAI democratises the ability to leverage data, the real magic in creating a remarkable customer journey comes from striking that sweet balance between slick tech and personalized, value-packed human interaction.

However, there's no one-size-fits-all recipe for nailing this balance. It varies, influenced by industry, business type, and the digital alphabetisation of the audience.

One golden rule: not every situation needs a high-tech fix. 

Think chatbots—they rock at zapping quick, routine questions, where the human touch adds little extra value. But when you’re at a brick-and-mortar store or require personalized advice on complex deals (like getting a mortgage to buy your house), that’s when human interaction shines.

Now think about the last time you stepped into your favourite café for your daily dose of caffeine. They greeted you by name and asked if you'd like ‘the usual’ — perhaps a tall espresso macchiato with oat milk, no sugar, and a dusting of cocoa.

Something so specific that you frequent the same café just to avoid the hassle of explaining it elsewhere… 😵‍💫

My “usual” is much easier actually, just a simple cappuccino :)

Such personalized service speaks volumes. We are human beings who relish being treated as individuals by our peers.

Would it feel the same if an automated kiosk recognised you with an intelligent camera, called out your name, prompted you to pay, and issued a ticket for you to collect your drink at the counter? 

Certainly not.

High tech + high touch

Yet, here lies the challenge: mastering this intricate blend between high-tech and high touch takes some fine-tuning.

If a business automates a phase where customers crave a personal connection, it risks creating a disconnect that can leave a sour taste in customer experiences.

We've all been there – caught in the labyrinth of automated systems when all we wanted was human connection and understanding.

Companies must keep that human warmth within reach, especially when empathy, creativity, humour, unconventional problem-solving, and navigating ambiguity come into play.

In the post-digital era, where the physical, digital and virtual worlds converge, it’s a company's positioning on this spectrum that will determine its capacity to thrive.

The key? Knowing when to let technology lead and when humanity should prevail will be the defining factor in shaping a brand's personality and success. 🚀

(And what about AI?)

Let's face it, AI is gutting industries with the kind of speed that makes 'Terminator' look like a documentary.

Will machines take over our jobs? Replace us? Are the days numbered for my wonderful Georgina, the rockstar of executive assistants, courtesy of an elegant R2-D2's cousin in a tailored suit?

Sorry R2-D2, next time!

Not buying it. Not now, anyway. However, I do believe that while AI may not replace all our jobs soon, those who harness AI will outpace those who don’t. 🦾

Here's the deal – we need to stay savvy with technology, exploit its capabilities, but also keep it behind the scenes, “invisible”, to preserve our unique human trait: the ability to forge emotional connections. ✨

That's our moat. That's the killer app.

Tech may set the table. But humanity must eat the meal.

(Psst! Want insights on where humans still outshine AI? Check out 👉 THIS clip where I dive into the topic. 😉)

-gs

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