There's an app for high tech, not high touch
"There's an app for that."
This marketing slogan refers to a mobile app. A mobile app converts content and resources that otherwise would have been consumed through a browser on a computer desktop, to the much smaller and variably shaped screens on the many different kinds of hand-held devices. Mobile apps are proliferating because they are almost always handier and sexier than their website counterparts.
In 1998, broadband Internet connection was in less than 4% of households and almost no businesses. Reporting on this emerging capability, I made the macro prediction that the world would change when broadband Internet became ubiquitous and broadly adopted. Well, broadband ubiquity, today thy name is mobile. The proliferation of WiFi and mobile networks we know as 3G and 4G, has spawned mobile apps which are at once exciting and disruptive.
A generation before my broadband prognostication, a real prophet, John Naisbitt, published his landmark book, Megatrends, in which he prophesied, "The more high tech we have, the more high touch we will want." In the 21st century, Naisbitt's Law, balance technology and humanity, must be the North Star for any successful small business strategy.
So, how does a small business maintain a competitive advantage in the face of pressure from high tech innovation and the primordial human desire for high touch connection? The answer, as with so many 21st century questions, is not either/or, but both/and.
If you want customers to keep your business at their fingertips wherever they are, there's an app for that. If a customer relationship would benefit from a welcoming smile, there is no app for that.
If a product tutorial video posted on your YouTube channel would help a customer in the field, there's an app for that. To be able to interpret the troubled look on the face of a customer as a clue that you haven't yet healed their pain, there is no app for that.
If customers want to check the status of an order they placed with you, whenever and wherever they are, a mobile app can be built for that. If customers do business with you because you remember their face, name and what they like, there is no app for that.
Remember Naisbitt's Law: Blend and balance the power of high-tech with the humanity of high-touch.
There's an app for high tech, but there isn't one for high touch.