Marketing 0

Empowering High-Touch Interaction
One of the weaknesses of a machine is its inability to replicate
human touch. Advanced robotics and artificial skins with sensors are
already in development to address this challenge. But it is not only
about recreating realistic feel but also about interpreting various and
complex emotions from a simple human touch.
Humans can decode the emotions of their counterparts merely by
touch. Research by Matthew Hertenstein revealed that we are
capable—with an accuracy of up to 78%—of communicating to
others, via touch, eight different emotions: anger, fear, disgust,
sadness, sympathy, gratitude, love, and happiness. It is complicated
to teach these subjective emotions to machines that only rely on
logical, consistent, and quantifiable patterns.
Thus, the delivery of products and services may still require
balancing between high-tech and high-touch interactions.
Technology, however, can play an important role in delivering the
high touch. The low-value clerical work should be taken over by a
machine—allowing frontline staff to focus and spend more time on
customer-facing activities. The effectiveness of in-person
touchpoints can also be enhanced by AI-assisted customer profiling,
providing clues for frontline staff to adjust their communication
approach and offer the right solution.