Human connection: The key to exceptional customer care.

Strengthen trust and brand with thoughtful customer care

Article published: Friday, October 3, 2025

Good customer care and good customer service are not just a nice-to-haves – they are the foundation of ethical business practice and vital to building lasting trust and exceptional customer experiences. Not only that, they are also the key to profitability. When your customers are satisfied, they’re more likely to stay, spend more, and recommend your brand. Many businesses pour resources into attracting new customers but often overlook the ones they already have. Retaining existing customers can be even more valuable.

But it isn’t easy. It needs consistent effort and genuine care to build the kind of loyalty that lasts. People want to feel listened to and respected, especially when they’re stressed or going through a difficult time. As businesses rely increasingly on automation and AI to manage and scale operations, however, there is a growing gap between efficiency and a human touch.

In this article we explore how the human touch plays a vital role in bridging that gap, delivering exceptional customer experiences that build loyalty, boost revenue, and protect brand reputation.

Why is it vital to personalise the customer journey?

Every customer journey is unique, shaped by expectations, needs, and personal circumstances. A respectful approach acknowledges that behind every enquiry or complaint is a person navigating a situation that may be frustrating or confusing. High-quality customer care begins with recognising each customer’s experience and aligning service delivery to where that individual is emotionally and practically. The phone is a powerful channel in this context, offering a meaningful connection that creates clarity and gives reassurance, especially in key moments when a personal approach is needed.

What makes empathy a true differentiator in customer care?

Human empathy can make the difference between ‘average’ and ‘exceptional’ customer care – a key differentiator in a competitive landscape. Phone-based interactions provide space for empathy, enabling agents to pick up on emotional cues and respond with sensitivity. Whether a customer is anxious about a lost order or upset over a billing issue, a calm, warm, human voice can de-escalate tension and turn a potential loss into loyalty. Empathy and good customer service are even more important when supporting vulnerable individuals, whether that means someone experiencing financial hardship, dealing with illness, or facing a stressful life event. For these individuals, a lack of empathy can do more than frustrate; it can have a significant impact on that person’s well-being, at a time when they may already be struggling.

What is more, failing to deliver good customer can erode trust and quickly damage a brand’s reputation. In contrast, when a business shows patience, understanding, and flexibility, it not only helps customers through a difficult time but also demonstrates the brand’s true values. That kind of integrity resonates far beyond the individual interaction, strengthening the brand’s reputation and reinforcing customer loyalty.

Can technology replace a human touch?

There is no doubt that technology has enhanced many aspects of customer care. AI-powered chatbots, automated follow-ups, and self-service portals offer speed and consistency. In simple, often high-volume, transactions, these tools can be highly effective.

However, they often fall short when a situation is complex or emotionally charged, which can negatively impact the overall customer experience. A recent study suggests the shift to automation is not necessarily improving the customer experience.

We all have examples of where technology exacerbated rather than resolved a service issue. Losing internet connectivity before an important online meeting or getting stuck with a chatbot that loops through scripted responses with no urgency, are familiar and frustrating scenarios. In contrast, speaking to a live, empathetic agent who quickly escalates and resolves a problem, whilst acknowledging the importance and addressing the urgency makes a world of difference. Without human back up, technology can be cold, frustrating, and impersonal.

Why is empathy more valuable than automation alone?

Adding human agents to the customer journey is often perceived as expensive, but it can actually drive revenue. Research suggests that integrating human experiences such as live calls or video consultations can double the revenue generated per enquiry.

The study by CoreMedia found that 45% of consumers consider direct access to a human adviser essential, and 94% express frustration when issues aren’t resolved quickly. In other words, speed and empathy combined—not automation alone—are what customers value most.

How do key touchpoints define the customer journey?

Every interaction is an opportunity to impress or disappoint. By embedding the human touch at key moments - onboarding, problem resolution, renewals - businesses can turn routine interactions into memorable experiences. A well-trained agent who listens attentively, explains clearly, and provides a speedy resolution can transform a customer’s experience and perception of a brand.

For example, a new insurance policy holder receiving a welcome call not only to confirm policy details but to proactively explain benefits and answer questions, is a solid first step on the road to a loyal customer. Similarly, an existing customer calling about a faulty product who is instantly offered a free replacement, next-day delivery, and a full apology is much more likely to become a repeat purchaser. These “key” moments are memorable and can create ripple effects in the form of repeat purchases, referrals, and brand advocacy.

The best of both: people + technology

 

In an era where speed and scale are prized, the most successful companies will be those that integrate technology with a strong human core. The voice at the other end of the line still matters—perhaps more than ever. By investing in empathetic, phone-based customer service and customer care, preserving the human touch and using technology to enhance rather than replace, businesses can create loyal, profitable relationships that endure.