Jesper With-Fogstrup is Group CEO at Moneypenny, with a global perspective on leadership and a steadfast commitment to people and tech.
There was a time, not too long ago, when customer service carried a certain elegance. Whether you were in a boutique, in a hotel lobby, or even just on the phone, customer experiences could feel personal, thoughtful and genuinely helpful. Companies didn’t just focus on getting things done—they aimed to make customers feel truly taken care of.
Today, that kind of service seems to be increasingly rare.
From retail to travel, healthcare to home services, the personal touch is quietly disappearing as interactions become less about people and more about processes. Customers are greeted by kiosks, not by names. Problems are routed through tickets, not through humans. And “we’re dealing with it” has become a catch-all excuse that often fails to end in actual resolution.
From People To Processes—And What’s Been Lost
This isn’t just nostalgia talking—it’s a systemic shift. In the relentless pursuit of efficiency, automation and scale, many businesses have deprioritized the human touch. That means fewer trained team members, more generic scripts, and a growing reliance on tech as the sole solution. It might be faster, but is it better?
The truth is, we’ve traded warmth for workflow. And yet I’ve observed companies of all sizes prove that we don’t have to make that choice. When brilliant people are backed by smart technology, businesses can not only ensure their personal service thrives but also raise the bar of service standards.
The Problem Within The System
Let’s be clear: I do not believe frontline staff are to blame. In fact, many are doing their best, sometimes while overworked, undersupported and/or juggling outdated systems that make good service difficult. At the root of the problem is a mindset that sees people as cost centers and treats automation as a fix-all. But automation without empathy is just efficiency without impact. That’s where things start to break down.
Take a recent example: Someone showed me an email from a manager at a large, well-known business after a service failure. It essentially read, “I understand your frustration, and I truly regret any inconvenience this has caused. Please let me know if there is anything else I can assist with.”
There is something, actually: Resolve the problem. This type of message is polite but ultimately unhelpful. Customers don’t want sympathy—they want empathy, ownership, resolution and accountability. They want to know someone will see it through.
Reintroducing The Personal Touch
There’s a growing divide between how large corporations and smaller businesses approach service. Bigger firms with complex layers of process and policy often struggle to deliver consistent care. Smaller businesses, by contrast, are often closer to their customers—but many lack the tools to scale their service as they grow.
Based on my experience working with businesses of all sizes, here are four steps you can take to keep the personal touch alive and well within your company:
1. Keep names and people at the forefront.
When an employee introduces themself to a customer by name, it can be an effective way to send the message, “I’m here to help, and I’m proud of the work I do.” Remove that, and the interaction can become faceless and forgettable. Names create accountability and foster connection.
Sadly, many systems today aren’t designed to reward care—they’re designed to try and avoid customer complaints. But I’ve found that when you prioritize satisfaction over speed and nuance over numbers, treating both your employees and your customers like individuals, you not only give clients a human connection but also promote accountability among your people.
2. Take ownership—and make it visible.
Don’t let service issues disappear into a black hole of departments. Assign clear responsibility, and give your team the authority to follow a problem through to resolution. Introduce named case handlers for escalated issues, and give customers proactive check-ins so they don’t have to chase down updates; I’ve found that this can dramatically reduce frustration and increase effectiveness. Set up a simple internal policy that establishes who owns the issue and ensures each person involved checks that the item has been successfully handed off to someone else until it’s been resolved. This can help close the loop and prevent customer issues from being lost or mishandled.
2. Empower people through technology.
In the rush to automate, some businesses have sidelined their people. But AI doesn’t replace great service—instead, it should enhance it. When used well, technology can give your people the insights, tools and time they need to truly shine.
Rather than hiding behind technology, use it to amplify your service standards. That’s when the magic happens. For example, AI tools can surface real-time insights—from customer preferences to past interactions—so that your team has everything they need at their fingertips the moment a call or message comes in or a customer is in front of them. In my experience, this can lead to faster resolutions, more personalized responses, and more confident, empowered people who can focus on connection, not admin tasks.
4. Grow without losing the human touch.
As a business scales, there’s a risk that the connection to customers will begin to thin out. Invest early in tools and processes that will help preserve your company’s personality and consistency. Whether you employ personalized communications and proactive follow-ups or simply prioritize remembering customers’ preferences, small touches help build big loyalty.
Take a hotel I stayed in recently: They have their actual concierge send guests a pre-arrival message, including the weather forecast and local recommendations. This took mere minutes but left a lasting impression on me as a customer.
Final Thoughts
Service—real service—is about what turns a hotel stay into a memory, a delay into a story, a problem into a resolution. It is about understanding what customers really want in today’s world: to be seen, valued and helped quickly and kindly. Whether you’re a corner shop or a multinational organization, delivering on those expectations can set you apart and create preference for your business.
So, let’s not treat the personal touch as a luxury or a relic. Let’s recognize it for what it is: a competitive advantage, a growth enabler and a powerful differentiator in a crowded, often cold, marketplace.
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