It's somewhat easy to say that the "human" factor is the most important part of online customer services and other messaging platforms. It seems every day more customer service blogs cover the same ground and recommend the same thing.
But it's not always obvious in this regard when that element is getting taken away. Something that seems really personalized might turn out to be even more distancing, and leave your customers feeling more and more like a piece of paper to be properly filed.
We once again turn to VentureBeat, which recently highlighted a company called SundaySky that specializes in creating videos for specific businesses that help go over details in their finances and personal lives. But, as author John Koetsier notes, they don't actually provide the user that much of a real connection so much as the phony appearance of one. He likens it to a "personalized-but-not-personal" approach.
Even a recent Business 2 Community site focused on the ways automation can be used for good, but notes that customers inherently "don't trust" it. And while they don't necessarily have to be attended to every waking moment by a human voice, the sympathy and real reactions one gets in this instance, however imperfect, can be more relaxing than canned music and an artificial presentation.
There may be a place for computer-generated solutions in your company, but if they turn customers away from you, this isn't a practice you necessarily want to take part in. An answering service with the right staff members doesn't need fancy software to deliver personalized responses.