Ben Wain, Founder – Wain Consultancy & Coaching, talks about the importance of the human connection and how evolving technology fits in.
A few weeks ago, a friend of mine shared a story that has stuck with me ever since. He’d been struggling with neck pain for several weeks and finally decided enough was enough. After researching local chiropractors, reading reviews and finding a clinic that appeared professional online, he picked up the phone and booked an appointment.
The treatment itself wasn’t the issue. In fact, he never made it that far.
The initial phone call created confusion, the appointment confirmation contained errors, the wrong appointment time was sent, and after driving across town he found himself standing outside a locked building with nobody there. Follow-up calls weren’t returned, ownership of the problem was lacking and the whole experience left him frustrated enough to ask for his money back and take his business elsewhere.
When he told me the story, he made a comment that really resonated. “The receptionist is the Director of First Impressions.”
The more I thought about it, the more I realised that this principle applies to every retail business. Customers don’t judge us solely on the products we sell. They judge us on every interaction they have with our brand. The greeting when they walk through the door, the phone call that’s answered promptly, the delivery update that arrives when promised, the salesperson who takes a genuine interest in their project, and the way we deal with problems when they arise. Every one of these moments either builds trust or erodes it.
Modern retail has never had better technology. Customers can browse online, compare products, read reviews, scan QR codes in-store, check stock availability and track deliveries in real time. CRM systems allow us to communicate more effectively than ever before, while AI and automation are beginning to transform many of the processes that once consumed huge amounts of time. In many ways, this is fantastic progress. The shopping journey is smoother, faster and more convenient than ever before.
However, whilst technology has transformed the shopping experience, I’m not convinced it has improved the customer experience to the same degree.
Over the last decade, retailers have invested heavily in systems, software and technology, yet some of the most memorable customer experiences I’ve encountered have had very little to do with technology at all. Instead, they’ve been driven by people who genuinely care about what they’re doing.
Throughout my career in retail, I’ve always believed that customers rarely remember the specification sheet, the finance package or the software behind the process. What they remember is how they felt. Did somebody make them feel welcome? Did somebody take the time to understand their needs? Did somebody genuinely care about helping them make the right decision?
In today’s world, customers often arrive having already completed much of their research. Product information, dimensions, reviews and specifications are available within seconds on a smartphone. The role of the salesperson has therefore changed. We are no longer simply providers of information; we are providers of confidence. Customers don’t necessarily need us to tell them what a sofa is made from. They need us to help them decide whether it’s the right sofa for their home.
The best salespeople I’ve worked with understand this instinctively. They don’t rely on scripts. They don’t bombard customers with information. They welcome people warmly, make them feel comfortable and take a genuine interest in the project they’re working on. They ask questions because they are curious, not because they’ve been trained to ask them. They want to see photographs of customers’ homes, understand how the room will be used and learn what matters most to the people sitting in front of them.
Unfortunately, this level of customer experience is becoming increasingly rare. If I walked into one hundred furniture stores tomorrow, I suspect fewer than twenty-five would deliver what I would consider truly exceptional service. The frustrating thing is that it isn’t complicated. Great customer experience doesn’t require a huge investment. It starts with simple human behaviours: a smile, eye contact, enthusiasm, curiosity and a genuine desire to help.
My biggest concern for the future of retail isn’t AI, automation or technology itself. In fact, I believe these tools will continue to improve the customer journey significantly. Technology should absolutely make it easier for customers to shop with us, communicate with us and receive updates from us. The danger comes when we allow technology to replace human connection rather than enhance it.
Customers increasingly expect speed, convenience and simplicity. They want to track deliveries, check stock availability and access information instantly. Technology is perfectly positioned to deliver those benefits. However, when somebody is furnishing a new home, investing in a quality bed, choosing flooring for a renovation project or purchasing a sofa they’ll live with for the next ten years, they’re not simply buying a product. They’re making an emotional decision and looking for reassurance that they’re making the right choice.
That’s where people still matter most.
The retailers that thrive over the next decade won’t be those who choose between technology and people. They’ll be the businesses that successfully combine both. They’ll use technology to remove friction, improve communication and create efficiency, whilst empowering their people to do what humans do best: build trust, create confidence and deliver experiences worth remembering.
Technology can make retail easier. People make retail memorable. In a world where products are increasingly similar and information is readily available, trust remains one of the few genuine competitive advantages left.
