In Forbes on-line Allen Adamson writes about the importance of connecting customers, technology and people. Determining that proper balance has been the service industries greatest challenge. Over reliance on technology has led to serious service concerns; integrating technology and people successfully in a service environment has created Service Champions.

Successful companies have realized that technology, used appropriately, can enhance the customer experience.  Companies such as L.L.Bean, American Girl, Frontgate, Southwest and Delta, as they transform, are finding ways to combine the latest in Customer Relationship Management solutions with a team of individuals who provide the personal touch that is at the core of Service Excellence.  Technology is a tool; it is not a replacement for creating positive memorable experiences for customers and clients.  Technology should be used to enhance customer relationships, not create them.  Unfortunately, in an ongoing effort to reduce costs, companies continue to utilize technology-based customer service systems , with less than positive outcomes.

The future will belong to those who use their imaginations and creativity to energize relationships with those they serve. The downturn in the economy has shattered loyalty for many; however, what loyalty did remain intact, went to those who served best.