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When Digital becomes human

A few months ago, while still working in the Human Resources business I attended the yearly seminar for  boosting  our sales business. One of the guest speakers was Steven Van Belleghem, most popular guest speaker at the moment. During an animated, well presented 30 minutes show, Steven came to the following conclusion...





The successful customer relationship of the future will be built on both the rational (digital perfection) and the emotional (the human touch). The point at which the customer relationship excels in both its digital and human aspects I call 'when digital becomes human'. 
Technology is involved in every step of our daily lives. And during the next five to ten years the scale and pace of digitalization will increase significantly. Today, an average family has three pieces of technology linked to the internet. By 2020, this will be a minimum of ten. In addition to our telephone, our car, coffee machine, shoes, fridge and much more will all be inextricably linked to the web.

And this is where this theory becomes interesting...


Today I went, as I do every saturday, to my local supermarket. As I hurried  to checkout I looked at how the casier quickly but gently transferred my grocceries in the shopping bag.I even helped her with weighing the fruit and veggies.  

Ten years from now, people will be laughing with this scene, I said to her. Waiting in a line to getting  served, this is insane. In a few years we will be ordering our grocceries online and you will be preparing my shopping list as I will pass by to pick it up, I said to her. Indeed she laughed, but flip side of the coin will be again, no more human contact.
And she is right, this world is evolving to a cold and digital world where the human contact will be limited day by day. 

But the most profitable companies will succeed in creating a strong emotional bond with customers on top of a strong transactional relationship".


In other words, success is achieved through linking digital perfection (modern operational excellence: strongly customer-oriented and efficient) with human emotion. And the stronger the emotional relationship, the greater the success.






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