Below is a cautionary tale about streamlining too much, and letting technology replace human contact. Personally interacting with customers is one of our most powerful differentiators. We must continue to offer it as a way to build customer loyalty. The author recommends that we offer options in this age of technology to try to satisfy our differing customers’ needs. For example, offer an automated check-in, but don’t require that as the only check-in option. Some customer prefer that face-to-face contact. If you don’t offer it at critical points in the buying process, your customers may go somewhere else.
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