If you think back to a time when you were making a purchase that you were excited about: a car? A new TV? Or a new suit. How did the sales team treat you, did they acknowledge you as an individual or just another wallet, were you given undivided attention or just a finger pointing you in the right way? Those little moments of person to person interaction go a long way. People today want to be treated with the human factor, build relationships with your clients and they will constantly go back for more business. For example, I use three different banks; all three have a different staff and mission. One of those banks is a well known branch that I have been going to for over 5 years. The one closest to me is obviously the most convenient but here is where the human factor comes in, I specifically drive the extra 10 miles through thicker traffic and longer lines to go to the bank that treats me with respect and acknowledges me as a person instead of an account then the same bank 3 miles away with no traffic and no lines. Why? Because I would rather go to a place that feels it is important to build a relationship with their clients then the other who just wants to do their job and go home.
Think about the last time you were treated with the 'the human factor' and now think how your clients, employees and customers feel?