• Forbes CMO Network, Wednesday, August 12, 2009 10:33 AM

It's almost as if the supermarket industry (see above) is channeling Allen Adamson's thoughts about customer service. At a time when Netflix has offered a $1 million prize to whoever can best improve its algorithmically based recommendation system, Adamson says he prefers the personal recommendations of the "scruffy" owner of a video store in the small town where he vacationed.

There are some things digital technology can't do as well as a flesh-and-blood person, he says, and smart companies recognize this. "Above all, they can't replace the personal touch that often helps consumers distinguish one brand from another. In a tough economic climate, real customer care -- not virtual -- can be the differentiating factor between two competing brands," he writes.

Adamson, who is managing director of the New York office of Landor Associates, points to several recent newsworthy examples including Delta reviving its "Red Coats" concierge service and Ace Hardware's investment in "both the people and the technology that it needs to be 'the helpful hardware place.'"

"I believe that more and more people will be looking for the right balance of people and technology in their search for the best brand experience," Adamson concludes.

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