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Three Roles Humans Play in the Era of Digital Transformation

We live in truly unique times. Digital living and working has become standard for many of us, especially in the last few years. But, we also need human touch! In this video I discuss the three roles humans should play in this era of digital transformation. 

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Below is an Autogenerated Transcript

Rajiv: Tell me one thing about digital transformation as I told you earlier.I take the example of banks. They are my pain points.  I call them and for 10 minutes I’m on call, nobody comes in, nobody gives a damn.Now I’m not a very small customer but I’m not a very big customer either. So how this digital transformation? What’s your message? How do you overcome this?

Ron: There are three important roles for humans to play in this era of digital transformation. First of all the only reason you were calling the bank is because you weren’t able to do something easily that you could have done yourself online. And so you needed to call the bank, and you probably weren’t thrilled about it when you made the call. The first role for humans is to remember that when we’re designing that interface it’s humans doing the design for humans. So I give you an example: there was an era a couple of decades ago when Singapore and you and I are both now Singapore citizens. In its passion for efficiency had a government dictum, an edict of sorts that said, somebody should be able to get to what they want through a government website in no more than three clicks. Okay somebody thought that the efficiency had to do with the number of clicks.

And what we ended up with was websites that were so congested with so many different places to click. Because whatever you clicked on got you to another congested one and then to the third one. And if you knew where to click you could get anything you wanted within three clicks. But what if you didn’t know.

Then the first page you were already lost. And you got to the second page. It was the second time feeling lost and the third.  During  that same era my daughter who’s now 25 was a kid really small. And there was this toy that she had. It was kind of an online thing and the first question was, “Are you a boy or are you a girl? “Girl”. Are you a big girl or a little girl”? Big Girl. What is your name? B-r-i-g-h-t-e-n. Hello Brighton, would you like to play a new game or start with this game you’ve already been playing?  You know and she clicks click click click click click scores of clicks! And was happy. Because in each click it never confused her. It never confused her. It was designed for a human. 

Now the Singapore government websites are much different. Right, they’re designed for, “okay are you trying to do this or do this? CLICK. Okay, good. Now we know you want to do this. Alright, have you done it before? Is this your first time? Oh your first time?  Okay, good. Come on over here. You may be clicking, clicking you don’t care how many clicks. You care how much cognitive load got put on you because of a poorly designed site.

Another example. There was an era when if you typed in the wrong password on Microsoft Outlook the message that came up said User error we received a bad request. USER- I’m not a user, I’m a human. ERROR- I’m sorry. WE- who’s we? Received a bad request. From me? Oh yeah sorry about that I guess I better try typing my password again.

At the same time Google and others, you type in the wrong password says Oops we’re sorry let’s try again. Same thing.  I had to try again. But in one case you know in the other case “come on let us help you” So that’s the first thing. Humans designing for humans. If you’re a designer, if you’re a coder, if you’re a UX person, if you’re a customer interface person, listening to this interview it’s on you baby.

Number two is, we’re migrating people like you and me who did not grow up digital. And yet we’re the ones who have more assets in the bank. except for the young technopreneurs who are the billionaires and they’re being handled in different ways anyway. So we have to migrate into these digital environments whereas for young people they’re born with it. So you want hand-holding, you want help, you want encouragement when you call the bank. What you really wanted was somebody to answer the phone right away, hear what the issue was and go, Oh great thanks so much for letting me help you out here let’s bring up a shared screen. And  I’m going to walk you through it. And each step along the way they’re not going to do it for you. They have you do the clicking. They go “that’s right you got it”. “Oh now wait a minute, see right next to that this question” “Yeah that’s what that means”. Okay, good. “Now click on that” “which one are you” “you’re there”.

Now they’re literally holding your hand. But  once they’ve done that with you once,they’re not going to need to do it with you ever again. And they can leave you with a “By the way you know Mr Rajiv, it’s really a pleasure working with you today. Customers like you who learn so quickly we’re just really happy to have you as our customer. You’re going Oh gosh!. 

Number three is when something goes wrong. You need a BOOM! You want a human who shows up that fast and that human should have been fully informed by the technology, who you are, what your past experience was, where have you been clicking, what do we think it is that you’re trying to do, what’s the point of confusion. So that the person shows up Hi Mr Rajeev. Yeah  I can see what it is you’ve been working on. I’m so sorry that you’ve had this issue. I’m so glad I get to help you. You’re going perfect.

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Check your email for the welcome we just sent – and reply to let us know you received it!

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…and we’ll be in touch to share more ideas 
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