Trick question. They’re both equally important. Sure, cutting-edge technology might be the key to one great customer experience. But when that customer is concerned or frustrated, the human touch is the only way to create an exceptional experience.

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“Organizations should strive toward adopting a hybrid model where automation and agents work hand-in-hand, and each play to their relative strengths to support customers,” says Trevor Clark, President, Nationwide Testing Association, Inc.

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Ideally, customers can get to the resource they need most – technology or a person – immediately when they need it.