Technology cannot substitute humans
THE EDITOR, Madam:
IN A world increasingly driven by technology and automation, it is crucial to recognise the irreplaceable value of human interaction. A recent experience with my Visa credit card at Sagicor Bank Jamaica underscored the indispensable role of the human touch in businesses, providing us with relief and reassurance.
During this experience, I faced challenges and inconveniences with my credit card due to information technology (IT) and human errors. Despite my initial efforts to resolve the issue via the automation route, it remained unresolved, causing me significant stress and inconvenience. However, the exceptional human relations service demonstrated by the Sagicor Bank Hope Road Branch manager and a staff member made me reconsider my decision, in frustration, to close my accounts. Their personalised approach, persistent efforts in resolving the matter, proactive communication, and involvement with the IT department were instrumental in addressing the issue.
This experience highlighted the crucial role of maintaining a human touch, especially in large financial institutions where overreliance on automated systems can lead to customer frustration and dissatisfaction. The dignity of the human person should be upheld in every customer interaction, regardless of the size or nature of the institution. The positive impact of human interaction on customer relationships and overall business success cannot be overstated.
The public and private sectors must remember the fundamental principle of the human person’s inherent dignity in pursuing efficiency and profit. The current business landscape necessitates balancing technological advancement and preserving human-centric values. Rest assured, this balance is not only possible, but also essential for the integrity and success of the business.
The social teachings of the Catholic Church emphasise the inherent dignity of every individual, and this principle should permeate the governance and service delivery of both the public and private sectors. The system of governance employed by these sectors must benefit every citizen and avoid preferential treatment based on social class or connections.
Keeping sight of the human element is imperative as we navigate the evolving business landscape. Embracing a personalised approach to customer service can significantly enhance customer experience and loyalty. Remember that behind every transaction and service request is a human seeking understanding, empathy, and genuine assistance. This reminder is timely and essential for Jamaican businesses and institutions’ continued success and advancement in our increasingly digitised world. We must be emancipated from the historical ideology of sidelining humans for profit.
REV FR DONALD CHAMBERS frdon63@hotmail.com