by Laurie Petersen, Columnist, January 30, 2017
We spoke wth Matt Tumbleson, CEO and founder of customer service platform Teckst, about the hierarchy of customer experience.

 

 

 

 

 

Q: You say marketers are straying too far from the human touch in their approach to customer experience and need to put their customers at the forefront.

A: While some would say we’re in a technology renaissance, I believe it’s time we distinguish the difference between a fad and accept that all the technology in the world won’t help make something already bad any better. We need to get back to basics and do a few things great before layering on new things.

Q: What are the basics?

A: Similar to Maslow’s Hierarchy of Human Needs, I’ve created a hierarchy to help understand what’s basic, and what to move towards as needs are met. At the bottom of the pyramid is Human-to-Human interaction. Up until 2013, many companies like Barnes & Noble were closing brick-and-mortar stores and moving online, while others like Lyft and GrubHub were born digital. Amazon’s latest foray into opening physical retail stores further indicates that humans desire experiences, and computers cannot create experiences, but only augment them.

Technology-forward companies like L’Oréal are allowing humans to help customers in-store determine which hair color to purchase, while others like Madison Reed and American Eagle totally missed the mark on what consumers want.

At what point did we lose touch with the hierarchy of customer experience?

Human-to-Human
At the bottom of the pyramid is the human-to-human experience. Whether you are a major brand or a startup, the basic tenet of what we do as humans for work is provide services and products invented by humans to other humans.

This dates back to Mesopotamia when we first began farming and trading. The evolution wasn’t that humans stopped farming, it was adding in oxen to till rows that enabled humans to do more faster. The person who created the tools for the farmers was now an additional layer in the mix, but collectively it was from humans for humans.

This continues to hold true today with all companies. Humans are creating things for other humans, and what’s crucial is the human experience. Although many elements are being automated, it’s still from one human to another in some capacity. If this basic level of the pyramid is not set up properly, the rest of the pyramid will fall.

In this human-to-human level, channels such as email and phone are critical. Texting is becoming more prevalent, as this specific human-to-human interaction can be cumbersome to execute on mass scale. Texting allows for a truly human-to-human experience using a channel that lends itself to brevity.

Read the full article here: http://www.mediapost.com/publications/article/293975/why-human-to-human-contact-is-too-important-to-pas.html