Bringing back the personal touch in customer service

At Moneypenny, we’ve always believed that great service is personal. That’s why we’re proud to share a summary of a recent Forbes article written by our Group CEO, Jesper With-Fogstrup, in which he explores the decline of human connection in customer service - and how businesses can bring it back. 

With years of experience leading customer-first businesses, Jesper makes a strong case that empathy, ownership, and genuine care aren’t just “nice-to-haves” - they’re what set businesses apart. 

Here’s what he had to say - and why it matters. 

The rise of process - and the risk of losing people 

Jesper reflects on a time when customer service felt elegant and thoughtful. Today, it’s more likely to involve ticket numbers, automated replies, and faceless interactions. While efficiency has improved, he warns that we may be losing what matters most: empathy, ownership and genuine care. 

Where businesses are getting it wrong 

It’s not about blaming frontline staff. In fact, Jesper argues that most are doing their best in difficult circumstances. The real issue lies in systems that see people as a cost, not an asset, and lean too heavily on automation without considering its emotional limitations. 

He points to a growing problem: service messages that sound sympathetic but do little to actually help. Customers don’t want platitudes - they want resolution. 

Four ways to restore real service 

Jesper shares four practical steps that any business can take to reintroduce meaningful, human-first service - even at scale:

1. Make it personal

Encouraging staff to introduce themselves by name builds confidence, connection and accountability. It’s a small shift that makes a big difference.

2. Own the outcome

Customers should never feel like their issue has disappeared into a black hole. Assign clear ownership of service queries and keep people updated until the job is done.

3. Empower people through tech

Tech should enable, not replace. Used well, AI and automation give staff the insight and bandwidth to deliver faster, more personal service.

4. Scale without losing soul

Jesper shares an example of a hotel concierge sending pre-arrival messages with personal touches like weather updates - small acts that leave a lasting impression. Businesses can grow and still stay human by investing early in scalable, thoughtful service processes. 

The bottom line: service is a competitive advantage 

As Jesper puts it: 

“Let’s not treat the personal touch as a luxury or a relic. Let’s recognise it for what it is: a competitive advantage, a growth enabler and a powerful differentiator.” 

At Moneypenny, this philosophy is part of everything we do. We combine clever technology with real, brilliant people - giving our clients the best of both worlds. Because at the end of the day, service should feel like a conversation, not a transaction. 

Want to see what that looks like in action? Give us a call on 0333 202 1005 - we’d love to show you how our people-first approach can make a real difference to your business. 

To read Jesper’s full article, visit Forbes.com.