DTC eCommerce leaders expected technologies like chatbots to take over customer service and eliminate the need for humans. Some expected automation to create a 100% hands-off approach for specific areas of their businesses.
But none of that is yet to happen, and that’s because while technology is excellent at handling certain tasks, a human touch is still required. There still needs to be more comprehension and empathy from digital assistants, for example.
Many DTC organizations wish tech is where it needs to be because that translates into big labor savings. Yet, one could say technology is precisely where it should be, considering the positive impacts on brands.
The use of combined technology and human interaction continues to help many of the largest brands, like Amazon, reduce costs and build and maintain connections with customers. Typically, these companies use technology to apply simple solutions but allow humans to handle the more complex ones.
And their successes show that the right combination of AI-driven tech and human staff can improve efficiency and customer experience.