High Tech and High Touch: Let’s Remember the Basics in a Digital World
Like most people, I’m a tech lover who sometimes struggles to look away from a screen. But I’m also someone who relishes face time. So with that mindset, I reflected on a recent visit I had with a benefits manager at a biotech company.
While there, I was excited to share information about our latest benefits app and the improved features on our website—until my host stopped me. “Kevin,” he said. “If you really want to connect with our employees, have a conversation with them about their challenges, or get them in a room and make eye contact with them.”
For a moment, I was taken aback. After all, this company has a large employee base of young, tech-savvy people. We can’t possibly reach as many of them in person. Yes, that’s right, my contact noted. But some of them are facing big life events, from buying houses to planning for young families, to getting ready for retirement, and would benefit more from a conversation than from tapping on yet another app.
Never had such a traditional approach sounded so revolutionary.
I’ve thought about that conversation often. Human beings are complicated, and their needs are diverse. Our job is to engage with them on their terms, wherever and whenever it’s best for them. For some, an app does the trick. For others, a visit to our website might answer questions or be a good resource for information. Still others appreciate a phone call. And, of course, an in-person connection makes a huge difference at key moments that matter.
I’m amazed by how fast the benefits industry is evolving, in terms of what we and our corporate clients offer employees—from debt management to retirement savings services—and how we offer it. Technology, for sure, is helping us evolve right with it: 97% of customers who contact us use digital channels, and we’ve seen a 36% growth in mobile device use in the last year alone. (1)
Exciting times, for sure. But as much as we love our smartphones and the convenience that voice technology is starting to offer more people at home—and, increasingly, at work—there are times when guidance on important issues requires empathy and support that can’t be made digital or automated. As I was reminded that day, it’s that human connection that builds loyalty and trust. That’s a big reason why, no matter how digitally forward we become, our customer service associates won’t go away. They’re in place to help our clients understand the important life events or challenges they are facing, and help them make sense of those issues and their options.
My wife reminded me of this the other day after we received dog treats she had ordered from an online service. While it was convenient to have the product delivered to our door step, the treats—at least based on our dog’s reactions—were a dud. And then I thought about a corporate customer we have in the pet supply space. Their website isn’t what draws sales. Their customers like the 24/7 customer service reps who are standing by to talk about the food and toy preferences of their dogs and cats. People feel a deep connection to their pets and, apparently, to the brands that help them take care of them. (We’ll remember this the next time our dog needs dental chews.)
I’ve written about how the personalization of products and services will help us do a better job of meeting our customers’ needs in the future. And I’m thrilled by the technology that will help us do that. But we don’t ever want to lose that human touch in what we do. That’s one of the most important things we can continue to offer our clients. __________________________________________________________________________
(1) NetBenefits 2017 Visitor Profile & Statistics -- Fidelity record kept data as of 12/31/17 for all participants that visited NetBenefits. Source: Visitor Source Adobe Analytics XO Suite: includes NB Retail, Post Login & Device Type.
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