In fact, the customer has an emotion that must be addressed before the technical solution is offered. Unfortunately, this is a fact that escapes many support personnel. Curiously, we see data that indicates customers are flocking to web sites for self-help quicker than lemmings seeking the sea. The data presenters warn companies that if they don't get powerful web sites going, the customer will leave them for the more technically astute competitor. Interestingly, web support developers allude to the automation as a way to create or build loyalty.
Customer loyalty is created when the customer develops a bond with people in the company.
A web site is not likely to develop or nurture loyalty as well as the employment of human interaction. While there will be many times that the web will provide the proper solutions required by the customer, it is imperative that it does not become a blockade for those needing the human touch. We have all experienced the situations where technology creates such an obstacle that a small problem soon turns into major frustrations. At that point, any semblance of loyalty can be destroyed. So, the key is to provide both automated and human support, at the right time, depending on the customer's needs.