How human connection and automation come together to create today’s CX

There’s an interesting duality in the customer/company relationship today – and B2B is no exception. As much as customers value efficiency, they also appreciate personalized service; customers want their needs met as soon as possible, whilst also making a personal connection with the company they’re doing business with. As a result, businesses now need to strike a balance between streamlined and high-touch customer service to meet experience expectations. The solution? Implementing purposeful automation alongside or in support of human-to-human interactions.  

Using automation alongside points of human interaction isn’t a new concept. However, the motivations driving those decisions are shifting, meaning that the way in which automation and human interactions are used together needs to evolve too. 

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