 Keeping
High Tech, High Touch
Years
ago, the popular website at www.RonKaufman.com
was upgraded to more powerful servers.
The site includes a library of articles about service
quality, partnerships and customer-focused culture.
You can view these online, or have them sent to you
by e-mail autoresponder.
On the old server, requested articles were sent via
e-mail from robot@RonKaufman.com.
On the new server, requested articles were sent from
librarian@RonKaufman.com.
This is a tiny difference (robot vs. librarian),
but it speaks to a larger issue. You touch
my website when you visit and make a request. I don’t
want a robot touching you back.
The tug between high tech and high touch is longstanding.
In the early days, mainframes exchanged data with ‘dumb
terminals’ – okay language for computer
techies, but not very friendly for the masses.
When distributed computing expanded to every desktop,
it might have been called ‘core–satellite
computing’ or ‘central–local computing’.
But someone paid attention, and ‘client–server
computing’ was born. People language. Human language.
Comfortable language.
Key Learning Point
My friend Cathy
sent me a note: `Even though we weren't friendly before,
her page on the high school website made me laugh. We've
been in e-touch ever since.' Nice touch - e-touch
- making technology more human.
Action Steps
When you change
customer processes to include more technology and automation,
remember that real people use your innovations.
It's already a high tech world. Keep the language high
touch.
Next Article in Customer Service Perception Points >>
You're as Good as Your Weakest Link
First Article in Customer Service Recovery >>
What to do When Your Customer is About to Explode
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
"UP Your Service College".
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