In the past fifteen years, the transformation of the customer service models of major retail brands has had a major impact on how people relate to companies. Though many of the new service models are quite similar, each company is making the transformation in its own way and offering different alternatives. One particular focus is improving e-commerce experiences, which offer two benefits: they reduce costs and facilitate service for a great number of customers.

However, there are as many strategies as there are companies, and sometimes companies forget or overlook the fact that each person builds relationships with any number of companies. Digital transformation processes take a toll on people. Although in some cases, they represent a clear improvement, they also involve effort, fatigue, a need to adapt and constant learning on how the new channels work—learning that can be resolved digitally.

What is fundamental here is that despite the flexibility and speedy services digital models provide for simple, automated transactions, people continue to value “face-to-face” service models. Therefore, there is a demand for a credible, reliable, attentive human face to the service a customer receives, whatever channel they choose.

Cualquier estrategia o iniciativa que provea un servicio de atención debe contener alguna forma de humanidad, si quiere ser exitoso y reconocido por las personas. Aquí los modelos valorados son múltiples: la atención telefónica humana, la atención mediante chat o WhatsApp, los correos electrónicos no automatizados, o espacios de comunicación dentro de los sitios.

To be successful and accepted by people, any customer service strategy or initiative should incorporate a human element. In this regard, the models people value vary: telephone customer service that allow callers to speak to a real person, service provided via chat or WhatsApp, non-automated e-mail or spaces for communication on websites.

People's willingness to complete digital transactions depends on trust and security. They need to trust the company with which they are interacting and feel secure that the company will keep its promises and uphold its side of the agreement. They need to trust that if there is an issue, the company will provide an effective and uncomplicated channel to resolve it. And they must know that their data is protected and transactions are secure.