I hate it when I leave things in hotel rooms. On this last trip, I left my phone charger in the room. So I headed to the office supply store, grabbed an inexpensive replacement and went to the check-out counter.

A lovely young lady smiled, took my item, and then said, “Ah, the old fashioned kind. I haven’t seen one of these in a while.”

I’m not sensitive about my age, but this comment stung. But why? She wasn’t rude in her tone of voice and her comment was honest … the plug was not the duo USB/electrical plug, it was a simple electrical plug. The “old” kind. The young woman was simply unaware that her comments could be received as, “You must be totally unaware that nobody uses these anymore. Are you clueless? Why are you wasting your money on this thing?”

Customer service training is ongoing. We all can benefit from reminders to avoid words that judge and use words that help.

Customer service training is ongoing. We all can benefit from reminders to avoid words that judge and use words that help.

Communication is complex and it may not take much for a customer to take things in a way that was unintended. That’s why I immediately thought why many bookstores train their staff not to comment on customer purchases. Instead, they’re trained to talk about other things, like asking if any of the items are gifts and need gift wrapping, asking if the customer found what they needed, sharing information about the store’s newsletter list or inviting the customer to the next event.

Now that we’re in the heat of the presidential campaigns in the U.S., this serves as advice to reinforce with all staff. It’s easy to avoid language that can appear judgmental by focusing on simply being friendly and helpful.

Bookstores typically aren’t pioneers when it comes to technology. We use book industry databases to help us navigate the growing world of books and can’t easily survive without the bookstore computer systems to manage the business, but otherwise, bookstores thrive on low-tech approaches to business. In today’s world, we often need to remind ourselves that this isn’t necessarily wrong.

Just think about the number of times you’ve called a business to automatically receive the recorded message that claims “your call is important to us…” and then you hang on the line and wonder if you’ll reach a real person. Conversations about implementing the $15 minimum wage includes corporations trying to find ways to automate more functions … to minimize the effect on shareholders.

Real connection requires the human touch.

Meaningful connection requires the human touch.

This week I read on Care2, an article by Anne Pietrbngelo entitled “7 Ridiculously Easy Ways to Do Good” and #3 was “When it’s people vs. technology, choose people.”

This is good advice for individuals. It’s great advice for companies.

We can love technology, but know its appropriate uses, switching to the human side of life to really connect. Long term, true relationships are formed this way.

An algorithm can give you a book recommendation, but it takes a real bookseller to listen to you explain what doesn’t work in a “search” box, then hand you some suggestions. You can browse online, but there’s nothing like hanging out in a bookstore, listening to people talk about their lives and their reading, and being surrounded by books that explore, explain, reflect on, and laugh at life.

You never know who you will meet, things you will discover, or what you will experience.

Our world is high tech and that won’t change. While our bookstores will be run on technology in the background, the real current is the human touch. It’s something that is and remains important.

We need to remind ourselves that it’s this human touch that forms the foundation of relationships and forms the foundation of a good business. It’s a good thing to keep this as our primary focus.