high touch


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high touch

Dealing with a human being instead of a computer screen or voice response system. The term was coined in the early 1980s by John Naisbitt in his best-selling book "Megatrends." Naisbitt pointed out the fallacy of automating every business transaction without human interaction at some point. There is no substitute for "the personal touch." Contrast with high tech.
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References in periodicals archive ?
This internal communications initiative was aimed at defining the company's unique brand as being 'high-tech,' as they provide innovative services that are at par with other telecommunication companies and 'high touch' with their personalized customer service.
'This is our two-pronged approach to our new brand - high tech means that we offer products and services that are at par with other telecommunication companies but we are also high touch as we offer personalized customer service to our clients.
Perhaps this year she can add a GRAMMY nomination of "High Tech, High Touch" to her resume.
High tech means delivering products and services that are at par with other telcos while high touch means offering personalized customer service and solutions to their clients, helping them to arrive at solution suited to their company or industry's needs.
Naisbitt further elaborated on his ideas in the 1999 High Tech, High Touch - technology and our search for meaning.
"The idea is to allow brands to make their online shopping experience much more in line with their in-store experience and to give online only retailers the opportunity to offer that high touch experience through the web," said Jim Keller, CEO.
The firm promises a "hi-tech, high touch experience" with holiday research on streamed video and bookings available via in-store tablets, or with staff help.
It ensures a homogeneous mist of ionized particles that get to areas regular cleaning doesn't reach, including high touch areas around doors, behind window treatments and even under desks and beds.
"The fact that we had these businesses (high touch and electronic trading) competing for orders internally wasn't necessarily the most efficient," he says.
With a 21.5-inch diagonal (viewable), the TD2220 display is said to be equipped with advanced dual point optical touch technology, featuring a hardened 8H level scratch resistant surface to ensure high touch accuracy and durability.
He named one of those trends "high tech/ high touch." (He looks back now and says that when he first wrote about this trend, it was truly a primitive beginning to what has become an incredibly powerful force in our world today.)
As the author puts it, "high tech is no longer enough." Pink argues that it is critical to bring "high concept" and "high touch" to the market in order to succeed.