While we live and shop in a digital-first world, consumers still want the option to interact with others. In the 2022 PwC Customer Loyalty Survey, one-third of respondents claimed that human interactions are an important factor in their loyalty to a company. The human connection between shoppers, frontline employees, and customer support staff is crucial in online and in-store environments, so much so that one in four respondents to the PwC survey admitted that they stopped buying from a business following a bad experience.

Enabling the Human Touch with Technology

All things being equal, customers will shop where they feel appreciated and connected to the brand. It’s not a hard line to draw — especially in a crowded retail space — and customers who have an enjoyable experience are more likely to return to the company.