People – customers and employees – are where it all starts. Happy staff make happy customers, so work out where the people are needed first. This may sound strange when we’re talking about automation and digitalisation but the people come first. It is the humanity of the digital touch that will be key, not the digitalisation itself. Humanity is what differentiates the good from the bad, and the initial focus really should be to identify the customer touch. Where, when, how and why will the customer need to be in communication with the institution and what will they be wanting to talk with the institution about? Is their contact something that can be automated or would it be augmented by a human touch? If there is human contact, is the form of contact something that can be personable or is It better to leave it to the machine?
Read more at Chris Skinner’s Blog