Using Technology to Create a Better Customer Experience

A compelling CX demands balancing customer empathy with technology to avoid falling into the trap of what we call “engineered insincerity,” or using automation to simulate interest in who you are as a human being. Engineered insincerity shows up from brands in various ways, such as a constant flow of emails from a retailer that bear no understanding of your current situation, chatbots that use slang and informal language to make them appear human, and daily text messages that force you to unfollow. Don’t let your automation strategy set the tone for your relationship with your customers.