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In an environment where it is possible to measure every facet of every customer interaction and communicate with customers instantaneously and continuously, companies are in danger of overlooking what actually makes for a good customer experience. The secret ingredient is still the personal touch. Even if that touch is enhanced by technology and grounded in statistical research, it still must be an authentic embodiment of a company’s character and values. In the end, today’s innovations simply bring companies back to the place where they started: the interaction between a front-line employee and a customer.