How to start building a “high-tech, high-touch” customer experience in 4 steps

This true omnichannel strategy meets customers where they are.

Bestselling author and futurist John Naisbitt coined the term “high tech/high touch” when he coauthored a book by that name in 1999. Its subject: How to make the most of technology while being mindful of how it touches humans — and their everyday lives.

During the pandemic, the conversation shifted toward “how much can we do digitally — and how fast?” In the past few years, though, leaders have realized that customers prefer…