EXPERIENCE MATTERS (Edition 31): High Touch vs. High Tech: The Balance We Must Find

“Technology is best when it brings people together.” – Matt Mullenweg

This past week as I was hearing associates share on prototypes they had been working on, I once again had an ah-ha! that we have to find a balance between high touch and high tech.

In the digital world today, we’re constantly bombarded with the latest technologies, apps, and tools that promise to make our lives easier. But here’s the thing: technology alone can’t solve all our problems. We can’t lose sight of the human side of business—what I like to call “high touch.”

Yes, we need technology. High tech is the driver of efficiency, scalability, and innovation. It’s how we stay competitive. But if we lean too far into automation, AI, and digital solutions without balancing it with human connection, we lose the core of what makes an organization truly great—people.

Let’s be clear: this isn’t an either/or situation. We must have both. High touch is where we connect, build trust, and foster relationships that fuel loyalty—both with customers and within our teams. High tech, on the other hand, enables us to scale those relationships efficiently.

The key is balance. Technology should serve as a tool to enhance human interaction, not replace it. In a world full of chatbots and automated emails, people still crave connection. Your customers want to feel heard, your associates want to feel valued. The tech is there to support the experience, but the experience itself? That’s all about being human!

In leadership, we can’t forget that our greatest impact comes from being transparent, building radical relationships, and genuinely caring about our people. So, let’s embrace the power of both high tech and high touch, but never let one overpower the other.

Remember: people will always remember how you made them feel—not just the technology you used to get there.

Call to Action: Are you striking the right balance between high touch and high tech in your business? How are you ensuring that technology enhances, rather than replaces, human connection?

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