Is it better for a business to use technology as much as possible to become as streamlined as possible, or is it better to inject more experiential (entertaining, high-touch, informative, etc.) human interaction into the process/transaction?
How do you determine what's best for the business? And what's best for the customer?
Will spending more on building up a more humanistic interaction create enough positive vibes to cause the customer to want to come back again and again? In other words, how can you tell if an investment in loyalty to pay off in the bottom line?
Or do customers see better efficiency as a better experience?