01 Sep

Reshaping the Customer Experience: The Role of Digital and Human Elements


Customer experience (CX) has been a factor in businesses’ long-term success. With the advent of the digital era, the utilization of advanced technologies in coordinating operational services has increased rapidly. Chatbots and AI tools cut down on tedious tasks and make them easy to assess. Even though businesses are adapting to automated customer service, human interaction is still an essential part of the system. Human call center agents can understand emotions and deliver empathy-driven resolutions to queries.

This post will discuss the importance of digital media and human involvement in successful CX.

The Digital Revolution

Businesses in the digital age are quite different, and customers today have high expectations from brands. Companies use customer relationship management (CRM) systems, customer experience management (CEM) systems, email marketing systems, and data analytics to boost customer support systems for immediate assistance with complex requests.

According to McKinsey, digital transformation and attention to CX can lead to a 20–30 percent increase in customer satisfaction and profit increases of 20–50 percent.

Here are a few ways in which the digital elements build optimized customer experiences:


Digital media excels at collecting data for personalized experiences. AI analytics organize data for product recommendations and targeted marketing campaigns.

Multi-channel Engagement

Customers nowadays expect a seamless experience throughout all channels, including websites, social media, mobile applications, and in-stores. As more customers use texts, emails, and live chat to communicate, there are fewer phone calls. These channels ensure that customers can switch between them as per their preferences.

Self-Service Options

With digital technologies, customers can use self-service options such as chatbots and FAQs. Companies are adapting these services to assist customer support agents in resolving issues. Customers can find answers easily without waiting in long lines, reducing the need for human intervention.

24/7 Accessibility

Customers across the globe expect quick responses from businesses. The long waiting time can frustrate them and create a negative image regarding the brand, resulting in the loss of potential customers. Digital media ensures round-the-clock services for customers despite locations, queries, and time preferences.

The Human Touch

Although digital platforms are essential for customer experiences, human interaction remains irreplaceable. Customers value real-time conversations and emotional intimacy with businesses.

As per Oracle, 60 percent of customers prefer human interactions.

The following points show how human touch can contribute to an optimal customer experience.

Empathy and understanding

Customer service representatives understand complex requests, provide personalized interactions, and assess sentiment to build trust.

Complex problem solving

Customer service representatives resolve complicated issues within a stipulated time frame. Callers expect customer service to solve queries on the first attempt, and the digital medium needs to catch up in completing tasks due to technical glitches. Agent engagement is a way to engage the human representative in proactive training, face-to-face interactive sessions, demonstrations, etc.

Building Trusts

Business growth depends on customer satisfaction and loyalty, which can be improved by prompt and helpful customer service.

Feedback and improvement

A survey among customers is evident to collect information for future records. The company can use the information to take initiatives for better CX.

Integration of Digital and Human Elements

Today, Businesses use human agents and digital media to coordinate customer services and reshape experiences.

Gartner reveals that it is anticipated that 85 percent of all customer interactions will be without human interaction. Although this number is large and continues to increase, it is noteworthy that there is still a considerable need for human interaction.

Data-Driven Decision-Making

The data collected by AI platforms, such as customer experience analytics, assists human representatives in making informed decisions on inquiries. Customers submit personal information through a feedback survey. Through ratings and reviews, companies can gauge the number of loyal customers.

Training and development

As businesses become more digital, being efficient in using AI-based tools becomes utmost necessary. Human representatives must learn new technologies to cater to customer needs and deliver resolutions in the digital age.

Seamless Transitions

Understanding how to balance human interactions and digital networks is significant for organizations to run smoothly. Depending on circumstances, companies can transition from one concept to another.


Humans can understand the tone of the conversation and empathize with the customers when necessary. A digital platform can easily access, evaluate, and analyze the data records in a period. NEQQO is a quality management tool that improves productivity, maintains compliance, enhances customer experiences, and benefits agents and processes, elevating the business by delivering better customer experiences.

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