Human’s rule

Colonial First State has been running a TV commercial promoting that their phones are answered by humans. None of this press 1 for xxx, 2 for yyy etc.

I like the ad because of a ‘discussion’ we have been having internally about a new phone system we’re buying. I have refused to consider any of the automated options. Customers, of any business, want to talk to someone and not a computer. Our human response in small business is our point of difference and we should never lose that.