Everything is Now Technology, but Your Customers are not Robots.

Gesner Filoso - August 10, 2018

“… there is no such thing as a technology company – the lowest common denominator of everything now is technology” … this is one of the conclusions of a recent keynote about the future of customer interactions with brands, and candidly, I couldn’t disagree more!

The mission of technology IS STILL TO HELP BUILD CONNECTIONS, NOT TO REPLACE THEM.

In other words, if your business is failing, it is likely that either the emotional or the practical side of the colorful equation below is not working. I call this “The 3Ps CX Formula for the Millennial Era, Also Applicable to Unicorns”:

“The 3Ps CX Formula for the Millennial Era, Also Applicable to Unicorns”

“The 3Ps CX Formula for the Millennial Era, Also Applicable to Unicorns”

As a good marketer, I´m using all possible buzzwords in a very confusing way to attract people, but the point I´m trying to make is that CX is not about AI, IoT, Blockchain, Digital Detox, Microservices, QC, Mobile Architecture, or any other tech buzzwords that will be abundantly used in the coming months.

After so many years in the customer experience industry, working with customers and brands across the globe, I can probably summarize the main goals of any customer service organization in two lines:

  1. Building true relationships with customers (“PERSONAL”).
  2. Attending customers’ needs quickly and effortlessly (“PRACTICAL”).

Period.

Don’t get me wrong. Technology is vital, and I overlook neither the simplicity of my point of view nor the natural impacts of the Fourth Industrial Revolution on our societies and economies. But the technology we are buying must be applied to remove elements that take up excessive time and energy, and to simplify things for customers in order to provide happier and more fulfilling interactions with brands.

…technology must be applied to remove elements that take up excessive time and energy, and to simplify things for customers in order to provide happier and more fulfilling interactions with brands”

For purely transactional events, technology will enhance the ability to connect and build trust, but once more, it is not replacing the role of brands in building true relationships with their customers.

Does it resonate with you? Maybe it doesn’t, so if you want to keep this conversation going, send me a message – you can also find me on Twitter (@GesnerFiloso). I look forward to hearing from you!


Gesner Filoso

Raised in São Paulo and currently living in Madrid, Gesner Filoso is a seasoned Marketing & Strategy professional with almost 20 years of marketing & customer service leadership and expertise. Gesner is currently the Global Head of Brand Strategy Marketing Communications of Sitel Group, one of the largest customer experience companies in the world which provides services from +25 countries throughout North America, South America, Europe, Africa and the Asia Pacific region.


Everything is Now Technology, but Your Customers are not Robots.