Trust remains a human connection, even in an increasingly digital world.
While automation and self-service are essential, it’s the agent’s ability to provide accurate, confident, and empathetic support that truly earns customer trust.
Technology plays a supporting role, ensuring consistency, accessibility, and efficiency across every interaction.
To find out more, we asked Martin Taylor, Co-Founder and Deputy CEO, Content Guru, to explain how technology supports human trust.
Video: Create Loyalty: Create an Experience That Feels Knowledgeable and Genuinely Human
Watch the video below to hear Martin explain how contact centres can achieve customer loyalty in a digital world by creating an experience that feels knowledgeable and genuinely human
With thanks to Martin Taylor, Co-Founder and Deputy CEO, Content Guru, for contributing to this video
This video was originally published in our article ‘Boost Customer Loyalty in a Digital World’
3 Ways Technology Helps Build Customer Trust
1. Accurate Information and Confident Resolution
Trust begins with agents providing the right answers efficiently, and when queries are resolved correctly and quickly, customers feel reassured.
Even highly automated organizations can achieve excellent customer satisfaction when agents are supported by technology, as Martin explains:
“Ultimately, only people create trust with other people. But in a digital world that trust has to be supported by technology.
Agents need to give accurate information and resolve queries confidently for trust to really take hold. That’s why even highly automated organizations can achieve excellent customer satisfaction.
UK Power Networks is a great example, with a CSAT score of 94%, despite operating with roughly that level of full automation at times.”
2. Consistent Tone Across Channels
In digital interactions, tone of voice translates to the words and style used across emails, chat, and messaging, and with multiple agents across different shifts and channels, consistency can be challenging.
Technology helps standardize communication while allowing individual personality to shine, maintaining sincerity and reliability for every customer.
“Trust is built through tone of voice and perceived sincerity. And while digital channels don’t have a literal voice, tone still comes through in the words we use and the consistency of style across every touchpoint.
That can be difficult when you’ve got different people on different shifts, working across multiple channels. But technology can help smooth out those differences without removing individual personality.”
3. Empowering Agents to Help Customers Quickly
Frustrated customers often reach agents after failed self-service attempts, and at this stage, a knowledgeable, friendly agent makes all the difference, as Martin concludes:
“Today, when customers reach an agent, they’re often already frustrated. They’ve tried self-service, they’ve tried the chatbot and it hasn’t worked. At that point, a named, friendly, well-informed person on the other end really matters.
Technology should help humans help humans by putting the right information at agents’ fingertips, removing the need to put customers on hold, and creating an experience that feels knowledgeable and genuinely human.”
Tools that put information at an agent’s fingertips reduce hold times, prevent repetition, and create an experience that feels genuinely human.
Technology should enhance the human touch, not replace it.
If you are looking for more great insights from the experts, check out these next:
- Reimagining Rapport in the Modern Contact Centre
- 4 Ways to Build Customer Loyalty in the Digital Age
- The Real Goal of Great Self-Service
Author: Robyn Coppell
Published On: 6th Feb 2026
Read more about - Video, Content Guru, Customer Loyalty, Digital Channels, Martin Taylor, Technology Enablement Strategy, Videos
