THINKPIECE: In a world full of choices, the companies that will stand out are those that have the human touch

Whenever I seek to do business with a major corporation, the first thing I hear at the other end of the phone line is an electronic voice assuring me that 'your call is important to us' or 'this call may be monitored to ensure quality.' I know what's coming next: a menu of choices that don't anticipate my needs, and an interminable wait on hold that may, if my patience endures, get me connected to the voice of an employee who is neither equipped nor empowered to respond to my needs.

by EDWARD BLOCK

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