High Tech & High Touch: Balancing Innovation with Human-Centered Service

High Tech & High Touch: Balancing Innovation with Human-Centered Service
By: Erin Freije, VP and Director of Marketing at Tompkins Community Bank
Our digital-first world has evolved to the point where interacting with AI-driven customer service is not just expected — it’s the norm. By the end of 2025, AI will play a role in 80% of customer interactions, making the idea of speaking to a human on a 1-800 line feel as outdated as rotary phones and cable TV.
Several factors have driven this shift. Advancements in AI and automation have made digital interactions more seamless. Workforce shortages continue to push businesses toward AI-powered solutions. The pandemic accelerated digital adoption, forcing companies to find new ways to engage customers remotely. At the same time, AI-driven service models have enabled businesses to scale globally, connecting people like never before.
After two decades in the customer experience industry, I see this as one of the greatest challenges to delivering exceptional service: the human element is fading. As technology takes center stage, we risk losing the personal touch that defines meaningful interactions.
As we look ahead, here are three reasons why human connection still matters—and three ways to integrate it into your strategy.
 
Most consumers feel that businesses are out of touch with the human element of customer experience.
When it comes to purchasing decisions, 73% of customers prioritize experience over price and product quality. This same PwC study found that people are willing to pay more for convenience and a friendly, welcoming experience and more than half of U.S. consumers find positive customer experiences more influential than advertising.
There are two reasons for this. Primarily, computers have yet to master empathy – a key emotional component to an exceptional customer experience. Further, technology often falls short when it comes to securing trust; and, if a company loses someone’s trust, 71% of consumers will find a new brand to purchase from. Those who have a negative experience with an automated helpline are likely responding to the absence of human connection.
 
Products are only as good as the people that support them.
At Tompkins Community Bank, our customers are at the center of everything we do – not only because we offer a professional service, but because we live and work in the same communities as they do. We build meaningful relationships so that when help is needed, there’s a familiar face to ask. We make this possible by offering person-to-person assistance and ensuring access to a live human when needed. During a time when 80% of customers value their experience with a company as much as its product or services, this makes all the difference.
While great products and services matter, people matter more. Having the right team supporting your products will have an impact on your customer retention and satisfaction.
 
Customer experience drives unfair comparisons between companies.
Consumers remember exceptional customer experiences regardless of a company's size or industry. Large brands like Amazon and Apple rank high in customer service because they invest in top-tier talent and expansive support teams. While it may seem unfair to compare an Apple Store’s service to a community bank’s online helpdesk, such comparisons are inevitable. Your competition isn’t limited to your industry — it includes companies of all types.
This is why your customers’ experience is so important. More than half of consumers will switch to a competing brand after just one poor experience and nearly two-thirds of customers will make the switch after multiple bad experiences. While expanding your client base is beneficial, retaining existing customers is more cost-effective. It can cost up to five times more to acquire a new customer than to retain one. Building relationships will always be profitable.
 
So, how can you keep humans at the heart of customer experience?
At Tompkins Community Bank, we’ve taken several steps to evolve with technology while maintaining a human touch:

• We conduct annual customer surveys focused on convenience, speed, friendly service and knowledgeable expertise.
• We’ve developed a digital strategy team to identify trends and service gaps, helping us proactively meet customer needs.
• We stay open minded. The transition to digital-first isn’t slowing down. Recognizing this inevitable pivot – and identifying ways to grow while incorporating a human element – is integral to maintaining a top-tier customer experience.

 
The evolution of technology-driven interactions is important (and necessary), but it doesn’t have to cause the eradication of human connection. As long as customers are human, finding a way to balance digital solutions with human interaction will always be a worthwhile endeavor.