“People buy from people” – Maintaining a personal connection in a digital world.

As the march of technology innovation continues apace with AI and digitisation at the forefront, I had a sharp reminder this week of one of our own core values – the importance of face to face communication.

So as my youngest son passed 16 recently, time to sort his banking out. A visit to a branch to be told this can be done by phone. A few failed attempts later, we finally speak to someone to be told that switching accounts to his name can only be done in branch (as we thought, having done this previously with his older brother!). A second trip to the branch, and eventually sorted quite quickly and efficiently with an adviser. He had the opportunity to ask questions, clarify the types of account he wanted and to get sorted for the future. In the end, a satisfactory outcome, but a needlessly inefficient process, with the frustration of being sent down the faceless “do it online” or “do it by phone” route being significant, and, in my opinion, reflective of the antipathy and indifference shown to customers nowadays.

Reflecting on this, the challenge is clear, particularly for people in the service industry. How do you blend relationship management and development with tech? 

Start by recognising that people still buy from people – especially those who they know, like and trust.
So here are 5 tips to keep relationships working:

1. Have regular face to face meetings with clients. For smaller clients, I have a number who I meet quarterly to review plans and progress. This is affordable (important in current times) and effective as a motivator for the process of change to continue.
2. Status quo is the enemy – work mutually on the basis that everything can be improved. Use this to keep the change agenda fresh.

3. Meet your network – impossible to meet everyone in your network, but set a target of say 5-6 “catch ups” in person per month. This will keep your inner circle up to date, and create an opportunity to explore how you can help each other.
4. Open and honest communications. Particularly as an adviser, it is vital to provide an honest opinion, and not say what you think the client wants to hear? Be willing the challenge in order to change.
5. Find the time. While Zoom and Teams are good enablers, try and find the time for the face to face discussion. In my experience, face to face meetings tend to avoid ambiguity of understanding, and get clarity of requirements and solutions.

These are my thoughts, and face to face is important to us at i2i consultants. Would love to hear from others on how they blend “analogue” relationship development in a digital world.