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Human interaction key to customer experience, reveals research

May 23, 2017

Trading human interaction for total automation may save money but it's not going to win a retailer any points with consumers.

A new Yonder Digital Group research report states human interaction remains a valuable element in providing a good customer experience as 87 percent of U.K. consumers are more loyal, and spend more, when they have a person to interact with during the customer journey.

"This result completely debunks the myth that customer experience can be managed entirely via automation technologies and spells out an important caveat to businesses: scrimping on customer experience can severely damage the bottom-line," states a press release on the survey findings.