What can result from a provider focusing too much on technology rather than human interaction?

Focusing too much on technology instead of human interaction can lead to a misalignment of service with consumer needs. This misalignment arises because, while technology can provide powerful tools and capabilities, it is ultimately people—both service providers and consumers—who determine how services are used and valued. Without adequate human engagement, a service may fail to address the actual wants, expectations, and challenges faced by users.

When organizations overly prioritize technological solutions, they may overlook the nuanced feedback from consumers and fail to identify key service-related issues that technology alone cannot resolve. Understanding user needs often requires direct interaction, empathy, and a tailored approach, which technology cannot fully replicate. Therefore, focusing solely on technology can result in solutions that do not resonate with users, leading to frustration, dissatisfaction, and ultimately, a failure to meet business objectives.

In contrast, improvements in service delivery speed, increased efficiency in resource allocation, and enhanced user satisfaction levels may be outcomes of balanced consideration of both technology and human interactions, but they cannot replace the fundamental necessity of aligning services with consumer needs. Hence, the emphasis on human interaction is crucial for achieving a service experience that truly meets users' expectations.