Technology’s Back-end Effect

4. Apply technology where it enhances the customer experience — not just for cost reduction. Look at each channel and develop the resources needed to meet your customers’ needs. On your Web site, provide customer service (order status, product selection tips) information that’s easy to get to.

With phone systems, use automation where it’s truly a better solution than speaking to an individual (e.g., order status) and not as a replacement for an opportunity to cement a relationship.