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[SOLD OUT] That human touch: using human interaction to create customer loyalty

  • Barbican Centre Silk St, Barbican, London EC2Y 8DS London United Kingdom (map)

About the session

Your customer service staff create millions of tiny moments of delight for customers every day. They use their sensitivity and emotional intelligence to turn around situations where customers are angry, confused, ashamed or upset. At their best, they can turn someone with a complaint into one of the most loyal advocates your company may ever have. The issue is that real human beings are expensive and inconvenient. They expect competitive salaries, they want engaging roles where they can make a difference, they get sick. It is quicker and easier for the customer to check-out their own groceries, make a bank transfer on their mobile or enter their meter readings online. Customers often prefer self-service too. They don’t want to have to speak to you. They would actually prefer to complete simple transactions on their own - it makes all these little transactions quicker and easier. We’re at the end of that wave of digital transformation. Most simple transactional interactions have been made self-service, and the interactions that are left require something different. They require judgement and empathy. AI and digital assistants may provide part of the solution, and will almost certainly form part of the next wave of customer service. How might AI be blended with human emotional intelligence? How might organisations use machine learning as a tool to prioritise human attention, augment human judgement, and provide new types of customer experiences?

In this panel discussion, three leading experts in service design will examine how human interaction can help businesses become future proof. Our experts include the Head of Customer Services at Selfridges, Sham Aziz; the Head of Design Strategy at Capital One, Julene Aguirre Bielschowsky and Service Design Practice Lead at Modern Human, Nina Belk. Together they will examine the impact of service design and choreographing human, digital and automated touchpoints on customer service.

The session will explore practical issues like creating the right conditions for customer service staff to provide excellent human experiences, as well as considering wider questions such as measuring the cost of human interactions against the value it delivers within customer experiences.

Key learnings

1. When do three very different organisations feel human interactions are most valuable? How is this related to the service that they provide and the promises that each brand makes? What other influencing factors are relevant?
2. How does a service designer influence an organisation? 3 examples of how a service design might get their organisation to recognise and prioritise the value of human customer service, rather than just minimise or remove human interactions?
3. What does the future of customer service look like in 3 very different organisations? What role might AI play and how might it be blended with human emotional intelligence? How might organisations use machine learning as a tool to prioritise human attention, augment human judgement and provide new types of customer experiences?

About the speaker

In this panel discussion, three leading experts in service design will examine how human interaction can help businesses become future proof. Our experts include the Head of Customer Services at Selfridges, Sham Aziz; the Head of Design Strategy at Capital One, Julene Aguirre Bielschowsky and Service Design Practice Lead at Modern Human, Nina Belk. Together they will examine the impact of service design and choreographing human, digital and automated touchpoints on customer service.


Book your day pass for Friday 25.10, you will be asked to pick 5 sessions of your choice for the day.