In an increasingly digital world, we oftentimes lose human touch. Things are so quickly and easily automated that we spend more time talking with Artificial Intelligence and service bots than with real people.

At the end of the day, however, businesses are still made of people interacting with other people. But we’ve begun to see and feel less of this as technology improves.

What can we do about this? Is there a way to bridge the digital and the authentic? Can video play a role here? Let’s chat about it.

Digital Communication Is A Direct Connection

If you’re like most businesses, it’s not practical to always have staff on hand to speak with customers. The digital experience may be your only direct connection to your customer.

In that case, you must bring as much human interaction into the digital medium as possible. Phone calls and personalized – or handwritten – notes are a fantastic idea. But even more so, video is a must. Why? Keep reading.

Genuine Personal Interaction Is Significant

America used to send purely physical mail everywhere. People would get so much of it that it became a bother to them, even though it was an excellent way to communicate. When email was invented, however, it was extremely exciting and rare to receive one. When your inbox dinged, it was fantastic – much like receiving a handwritten letter today.

This is all to say that authentic connection means a lot to us today. According to PricewaterhouseCoopers’ “Future of Customer Experience” study, 74% of those surveyed said “they wanted more human interaction, not less. And 64% of respondents said they felt companies have lost touch with the human element of the customer experience.” Yikes.

Fortunately, we can remedy this; video brings a tangible human presence into an otherwise digital world. Although not as genuine as face-to-face interaction, video is a leading form of communication above emails, articles, etc.

Bring Your Voice Into Your Video

Now, this isn’t to say that you should just make a video because you can – you must have intention behind it. Your service or product aims to help a specific buyer, so craft your video for them. Show off your business and speak honestly to give that genuine touch in the digital medium. Maybe even throw in some humor!

Automation isn’t always best, especially when you can put some work in to create a personal experience. With video, you can lead your buyer and help them understand how to engage with your product or service. Even though your client may not be communicating with someone in person, a video will go a long way in bridging the gap.

So is there a way to bridge the digital and the authentic? Can video play a role in keeping a personal touch in the digital world? Yes! If you take the time to examine how you’re interacting with your customer and how you might better reach them, you’ll be well on your way to keeping your buyers happy.