NEWS

BTOES Attendees Learned What Makes An Experience “Personal”

Howard Tiersky, the Founder and CEO of FROM, previewed material from his upcoming book, Human vs Digital, The Customer Service War Between People & Machines by asking this question: what makes an experience “personal” in the first place? And what is better at providing that personal experience? Sophisticated AI-driven personalization or a caring human?

CUSTOMERS INCREASINGLY PREFER DIGITAL (as long as they have a human option)

  • 73% of shoppers would rather engage with self-service technology than talk to a sales associate
  • For more complex interactions, 82% of consumers will still choose to interact with a real person even if the technology for automated solutions improve
  • 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.
  • 63% of customers are happy to get service from a bot as long as they have the option to talk to a human agent if needed.

WHY CUSTOMERS WANT A PERSONAL EXPERIENCE

Whether digital or human, Tiersky says there are six factors that drive the desire for a personal experience:

  • Interface comfort and efficiency
  • Knowledge and expertise
  • Memory of the customer
  • Flexibility
  • Trust
  • Humanity

BOTH DIGITAL AND HUMAN INTERACTIONS ARE GETTING MORE PERSONAL

Tiersky summarized, “There are some categories today where great digital experiences are superior to human interactions and other categories where humans have an edge however there are also a multitude of ways to further ‘humanize digital interactions as well as use digital tools to support person-to-person interactions, so digital transformation is actively improving both sides of the equation”

THE EVENT

The Business Transformation and Operational Excellence Summit (BTOES) is the largest gathering of cross-industry experts and senior-level leaders in the business transformation and operational excellence ecosystem.

Tiersky speaks regularly at corporate events and conferences. Learn more about scheduling Howard at your event here.

Get FREE access to the first chapter of FROM`s
Wall Street Journal Best Selling Book

WINNING DIGITAL CUSTOMERS


  • Learn the three patterns of all successful digital brands (including companies like Apple, Netflix and Uber).
  • Understand why many great new products fail, and the formula for building products that won’t.
  • Discover the key reasons companies resist change and how to overcome them.
Get FREE access to the first chapter of FROM's
Wall Street Journal Best Selling Book

WINNING DIGITAL CUSTOMERS


  • Learn the three patterns of all successful digital brands (including companies like Apple, Netflix and Uber).
  • Understand why many great new products fail, and the formula for building products that won’t.
  • Discover the key reasons companies resist change and how to overcome them.