**Guest post from Olivia Wood at The Writer’s Guild**

When it comes to life in the 21st century, hybrid is the key. Whether you are looking at a mixture of working from home and going into the office, it is becoming increasingly obvious that people want a slick, efficient, greener service, matched with the human touch. We are seeing that we do not have to choose between one thing or another. We can decide to take the best bits of both worlds.

And this is also true when it comes to business. More and more successful retailers, for example, are using online shopping resources, but are teaming their services up with a more personal touch in the shop. This creates not only a good, fast, professional service but also satisfies the need for a human side when it comes to looking after their customers.

This is also true when it comes to using AI and big data analytics. Both can be very useful for businesses of all types, but alongside this, the ‘human touch’ is needed. Emotion and human genuineness are also important to the customer experience.

AI and Big Data Analytics

The world has been speeding towards AI (artificial intelligence) and the use of big data over the past few years. Technology is now allowing us to understand how the brain works, solve problems and use massive sets of data to analyze human behavior. This means that we can now begin to solve problems before we are even really aware that there is one. The analysis of big data is also very useful for businesses to get a good understanding of their customers, how they behave, and what they want.

Companies like GravityData.co are able to collect data relating to human behavior and help businesses to use this data to improve the experience of their customers. There is also much more that technology can do. It can, for example, be used to automate repetitive tasks that do not require any human input, meaning that a high quality of work is achieved, often at a fast pace, and for longer hours – in a factory, for example. There are, however, some instances when human interaction is needed. And this is where
the balance needs to be struck.

Incorporating The Human Touch With Technology In 2021

The key to good customer service at the moment is good engagement and a genuine customer experience. The world has moved away from an acceptance of pure technology, and, especially since the remoteness that the COVID-19 pandemic has forced onto society, humans are craving a human connection again when it comes to interactions of all natures. AI and big data can be useful to help to focus on the customer, get an understanding of what they want, how they want it, and help to deliver it in a high quality, fast, and efficient manner.

Big data, for example, can give businesses a better understanding of who their customers are and what they want. This means that they can target products specifically at their customers depending on what they like and have shown interest in, as well as what other people who are similar to them demographically like and are interested in. By offering these products, businesses can then go on to build stronger bonds and heighten awareness of their brands.

When it comes to dealing directly with the customer, it may be the case that some communication can be automated. You might have certain procedures that can be carried out quickly and securely through technology, whilst people are on hand to help out and deliver a better customer experience. We are seeing – for example – more and more shops offering tablets in their high street shops where customers can order products, with retail staff available in the shop to give advice, offer measuring services or give customer tips on how to use their products.

In this way, customers can get the best of what technology has to offer, whilst maintaining the human touch and personal interaction that is still very important to them. Technology has come a long way in the last few years, especially in terms of mimicking human behavior. However, a world where humans are completely redundant (as was feared a few years ago) is still a long way off. We are understanding how we need to have human interaction and the businesses that incorporate this into their day-to-day running, alongside the efficiency, quality, and understanding that can be gained through the use of big data and artificial intelligence are likely to be the ones that are the most successful for years to come.

We only do marketing that works.

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