With all the latest AI and RPA technologies available on the market its hard not to get swept up in a desire to digitise things. However research tells us that 74% of customers say they are more loyal to a company if they can speak to a real person? So companies that pride themselves in their customer service really can’t ignore the value of human-to-human interaction. In this paper, Sigma Connected have been working with Don Peppers, customer experience specialist, to look at why creating an emotional bond with customers is beneficial on a number of levels. It also goes on to suggest how companies can create differentiation through their customer service.