Technology can only go so far in helping companies to achieve success, a survey has found.
Seventy percent of businesses think people are at the heart of delivering a good service, the report from accountants and business advisers BDO and written by the Economist Intelligence Unit found.
And the majority (82%) of those polled said people expect to receive a good level of customer service regardless of technological advances.
However 18% acknowledge the importance of processes and 14% technology, the report found.
Ian Beaumont, office managing partner at BDO in Yorkshire, said companies need to find out how much technology their customers are happy to deal with.
He added: "Better data collection will, of course, be very important to assist companies in personalising service. But one thing is certain – good staff will remain at the heart of delivering great customer service, with technology acting as an enabler."