Have you ever wondered why somebody gets a Harley-Davidson tattoo? Well on this week's episode of Tech People, I talk with Ken Hughes a CX strategist and consumer behavior analyst whose work focuses on these kinds of questions and the importance of understanding life through the lens of the consumer.

We look at how CX needs to move away from a transactional view and towards creating an emotional connection with customers. Digital technology has pushed society into a more immersive space, which has led to transactions becoming commodities instead of experiences. AI and chatbots can assist with customer service, but the depth of connection is missing.

Ken Hughes feels that companies should strive to deepen their connection with customers by instilling values in employees that emphasize making a difference and bringing back the human aspect and increasing channels and touchpoints by outsourcing customer service and finding good partners who are invested in the technology and the future. Whether it's using humor to diffuse difficult situations or an employee going above and beyond to “save” a small child's goldfish, authenticity is essential to consumers.

Ken Hughes is also a motivational speaker and will be back on tour in 2023, traveling the world and enjoying interactions with live audiences, so be on the lookout for his appearances.  Enjoy the show.