I have been participating in free webinars with a particular consultant, and now she is offering a class for pay. I received the promotional emails and was considering signing up, but had some questions that the email did not answer.
The next day, I received another email from her as if she had read my mind. "If you still have questions about this program, click here to sign up for a 15 minute call and I'll personally answer your questions for you."
Suddenly, it became human instead of a distant, impersonal product.
Discover Card is playing off this fact by promoting their customer service as 24/7 in-person support. So many people are frustrated by the automated call menus that this seemingly small point of distinction is worthy of a major advertising focus.
While technology is wonderful, there is nothing like the connection with another person. That voice across a phone line can be reassuring in ways that no automation ever will. Your service will serve you better if a human delivers it.