Digital Transformation with a Human Touch
Lessons from The Office and Real Life
I’ve always been into technology. I never backed out of learning or leveraging a new tool for anything I do. And now more than ever, I can’t live without the premium version of some tools I use almost every day, like Canva and ChatGPT. They’ve become essential to how I work, create, and get things done.
But not everyone feels the same. I still come across businesses (and more precisely, people) who refuse to accept that there’s been a major shift in the way we work. They don’t want to embrace digital transformation. They believe the old way is still the best way, even when it’s clearly not efficient anymore.
A Lesson from The Office
I’m currently watching The Office for the first time (yes, I know, long overdue), and the other day we saw an episode (Season 4, Episode 3) where corporate decides to revolutionize their business by launching a website. Michael Scott (the regional manager), determined to prove that personal interaction beats technology, set out with his sidekick Dwight to win back old clients by hand-delivering gift baskets.
Yes, this one.
As you can probably guess, it didn’t really work. Most of those ex-clients told them they loved the website of the company they’re using now - it’s easier, faster, and more convenient. Plus (and this is important), they said Dunder Mifflin was too expensive. They had to cut costs somewhere, even at the expense of “great customer service.”
That episode aired in October 2007. And sadly, it’s still relevant today.
Why Digital Transformation Matters
Just think about Amazon. It started as an online bookstore and now it practically monopolizes the e-commerce market. How many of you still shop in-store versus online? With just a couple of clicks, from the comfort of your home, you can order anything your heart desires.
I love online shopping too, and I use it for most things. But here’s where I want to side with Michael for a second.
Yes, businesses must embrace digital transformation. It’s necessary. But they shouldn’t forget the power of human connection. What makes a company great is still the customer service and experience. Why? Because people still want to talk to people.
When Digital Fails to Deliver
A few days ago, we were trying to figure out how much it would cost to add a recording option to our TV package. We looked online, but it was chaos - confusing menus, unclear pricing, and zero helpful guidance. So we called the helpline.
Nightmare.
First, we couldn’t figure out which number to select in the menu. Then, an automated voice kept repeating that we could do this via their app, which we had already tried, and didn’t help. After ten minutes on hold, we gave up. It was a weekend, and we were feeling lazy, otherwise we could’ve gone to a branch and talked to a human. But that option wasn’t truly how we wanted to spend the day.
That’s the thing: when everything goes digital, it can become impersonal and frustrating. And that’s exactly what businesses need to watch out for.
Finding the Balance
Digital transformation is powerful, and I’m all for it. It helps businesses grow, adapt, and stay competitive. But let’s not forget the human side. People want ease, yes - but they also want empathy, connection, and real support when things get complicated.
Companies need to keep up with the times, but not at the cost of losing the human touch. Yes, ChatGPT and other AI tools can support our work (I use them daily!), but they still need the right input to function well. Our cars can now drive themselves, but we still need to be behind the wheel, ready to respond if something happens.
Tech works best when it empowers people, not when it replaces them.
Whether it’s a small BnB, a boutique, or a service business, what keeps customers coming back is the way they feel when interacting with your brand. Technology can make things more efficient, but it’s your tone of voice, your responsiveness, and your human approach that leaves a lasting impression.
Let’s Bring Digital to Life
If you’re a small business owner and feel unsure about how to embrace digital tools without losing your brand’s personal touch, I’m here to help. Let’s talk about how to make the digital work for you, while keeping the human at the center of it all.
