Businesses are competing on customer experience

Factors like price and speed matter — but the companies that win are centering people in their strategy. That’s where this guide comes in.

Relational vs. Transactional Service Models preview
Self-service vs automation preview
AI, Chatbots, and the future of customer service preview

Humanizing your customer service is a sure-fire competitive differentiator

Consistently providing a personalized experience is easier said than done, which is why most companies avoid it. The businesses that embrace and commit to human-centered customer service are the ones that stand out.

What we’ll cover

  • Relational vs. transactional customer service models

    The data is clear: Investing in personal, real-life relationships with your customers is a winning strategy. So why do so many businesses find it so difficult?

  • What are your customers trying to accomplish?

    Centering human relationships means taking a hard look at who your customer service is for, and what those people are trying to do.

  • Automating like a human

    Too often, customer service automation leads to the exact opposite of a personalized experience. Here’s how to use automation to enhance customer relationships rather than compromise them.

  • AI, chatbots, and the future of customer service

    Automation is best embraced not as a replacement for personalized customer service, but as a powerful extension of it.

  • How to talk to customers like the people they are

    As commerce becomes increasingly digitized, it’s easy to forget that customers are real people — not ticket numbers.

  • Empowered support teams = happy customers

    Human-centered companies use automation to free up their most valuable resource — their team — to focus on meaningful, person-to-person interactions with customers.

Human-Centered Customer Support