The Human transformation
People love other people. The CEO of a company will often have more followwers than his company's social media channels. The human touch of an organization goes further than the humanization of a brand's style of communication. Making a real connection with people has a much greater potential.
The human touch wants to make people smile. It wants to surprise people with fun initiatives and smart innovations. It lifts the relationship with the customer to a whole new level. Sometimes the term 'human touch' can even be taken literally. An experienced surgeon came up to me at the end of one of my presentations about the digital customer relationship. He thanked me and said that he had enjoyed listening to my story. He then squeezed my hand and gave me a pat on the shoulder. ' That's something a computer will never be able to do. ' he told me with a smile. ' If I squeeze a patient's hand like that when I have important new to share, it always comes across better than when I just talk to them from behind my desk. '
Even if the digital systems work perfectly, we still love people most is. '
Petrol stations are not always models of extreme customer orientation.
In general, your chances of getting a friedly smile when you pay are fairly remote.
But I will never forget one visit I made to a shell petrol station in Amsterdam. I was standing in the queue, waiting for my turn at the cash desk. The customer in front of me spoke not Dutch and wanted to pay with his credit card. It was a credit card without a pin chip. In other words, he had to sign to make the payment valid. Suddenly, the Shell cashier said in English: 'I' am sorry, sir, I didn't recognize you earlier. We don't often get famous people in here. ' I was surprised and tried to see who this celebrity standing in front of me might be. But the man himself was as surprised as I was. ' Could I have your autograph, sir? ' continued the cashier. And with this he pushed forward the cradit card slip this the man needed to sign. The customer grinned from ear to ear and everyone in the shop burst out laughing. ' That why I do this job,'
the cashier told me when it was my turn to pay. 'A smile on the face of a customer is the best reward there