Basics of "High Tech" and "High Touch"
High Technology can and will create a barren desert phenomena instead of a lush garden filled with good feelings and pleasant thoughts.
In actual fact and by easy observation by those that care to actually look, the Internet and the technology of the Internet removes the personal Touch because of the nature of High Tech.
The more we automate to become efficient, the less personal our relationship becomes with those we do business with or those we would like to do business with. This is a dilemma that has a solution that is simple to understand and relatively easy to implement. Let us look at some of the "red flags" of where High Tech alienates us by making our experience less personal:
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How often do we receive an email that tells us: "Do not respond to this email. This is sent to you as a confirmation that we did receive your... bla, bla, bla, bla..."?
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How often do we make a query to someone to get a problem resolved or a question answered and we do not get some kind of acknowledgement... not even an automatic response and we end up waiting days to hear from someone?
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How often is the response provided to us on a question, query or registration designated as being from an electronic entity or a "no-name" title and without an actual human being identified as the respondent?
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How do we feel when we get a response without a Human Touch... without a Real Person expressing appreciation for our communication?
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How do we feel when we actually hear from a real person, someone we can Identify with, and someone who does express appreciation for our communication?
A Personal Connection Builds a Personal Relationship
With a quick survey of these questions, it does not take a mental giant to understand that the use of technology on a day-to-day basis without taking into consideration the Human Touch (High Touch) pushes our Customers and Prospects away instead of bringing them closer to us on a Human Level.
It is easy to understand that when we take the time to deliver quality communication coming from a real person that provides a prompt and pleasant acknowledgment of the query, that we are bringing that Customer or Prospect closer to us.
We are building that Relationship. Vital to our Growth and Prosperity. With a Relationship being built from the beginning... from the outset with someone, many of our foibles or fumbles are overlooked or forgiven and that Customer or Prospect is willing to interact with us and with our company.
The Instant Response eMail Program
Although a simple step, the IR Program is a major step in implementing a High Touch philosophy in your company via the Internet. An important factor to remember is there is a very specific formula and a very specific procedure to follow to get the maximum results from the Instant Response (IR) Program.
This has a great deal more to do with human nature than "psychology". We all have an easier time relating to and are more likely to feel comfortable dealing with an individual instead of "the company" or some unknown person or "just a name". And, we really appreciate immediate attention; not delayed response to our needs and wants. These factors and several others are part of the formula necessary to build the proper relationship.
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Always have an Immediate Response to any enquiry.
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Make sure it is not an automatic, non-responsive acknowledgment.
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Make sure the Company Logo or some graphic ties to the request.
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Always tie the communication to a real person or a virtual identity that is perceived as a real person.
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Always provide a photograph of that individual within the body of the communication.
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Personalize the Immediate Response as much as possible without having to create each one individually.
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Set a policy that the IR is delivered to the Customer or Prospect within 24 hours or less from the time they make their query.
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Set a policy for someone to be the responsible party to see that these people actually get their answer or request fulfilled within no more than a few days... understanding if mailing is necessary that the individual knows the time frame is extended.
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Set up an IR formatted eMail for each type of response necessary.
This formula, followed without deviation, will cause your Customers and Prospects to feel they are being handled above and beyond the scope of the Internet. Real, live communication from a real and caring person that they can put a face to the name.
Done correctly, this IR Program will build more good will and responsive Customers and Prospect Conversions than any other form of Communication because it is basic to the Relationship Building Process.
To look at the Total Picture on this concept, click below... or here!
