Why brands need to combine digital self-service with a human touch
In the past decade, brands have invested heavily in digital and mobile experiences that reduce friction and let customers do more on their terms.
Today, it’s possible to have Alexa summon a Lyft and design a pair of custom Nikes without leaving the house.
But in this era of mobile-first, do-it-yourself, digitally-driven experiences, some brands have forgotten that consumers still need a helping hand. At a time when expectations are high and stress thresholds are low, companies risk losing consumer trust by neglecting human connection.