“Without the human element, technology is as cold as anything can be.”

In today’s world, there are several ways we can communicate with each other. Email, text messages and social media are now connecting the entire world together, but some of this communication leaves behind a personal connection between people.

Matthew Rees, chief relationship officer of R.J. O’Brien & Associates, discusses a different perspective of technology, and the importance of keeping the human element when building and maintaining relationships with customers. Rees mentions how there is a “sweet spot” when utilizing new communication tools and staying connected to the “traditional world”. He also gives a warning about how new technology could inadvertently isolate customers. For Rees, modern technology is just a tool that makes it easier for us to avoid human communication. He cites instances where instead of making a phone call, it could be more tempting to send a text message or email.

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