In a recent LinkedIn post, Jason Feifer discusses the enduring power of human connection in an increasingly automated world, drawing a parallel to a radical move by Nintendo in the 1990s. Feifer highlights how the gaming giant’s decision to offer a hotline for customer support, staffed by real people, built significant trust and loyalty among its young audience.
According to Feifer, this approach is more relevant today than ever as artificial intelligence continues to automate customer interactions. He posits that while chatbots and auto-replies can be efficient, they fundamentally fail to build the deep trust that comes from human accountability.
“Chatbots and auto-replies can be useful, but they don’t build trust. That only comes from knowing a real person is accountable.”
Feifer emphasizes that the core of brand loyalty lies in the assurance that a real person stands behind a product or service. This concern is particularly acute for consumers who want to know who to hold responsible if something goes wrong.
The Competitive Advantage of Human Presence
Feifer argues that in the current business landscape, visible human interaction is poised to become a significant competitive differentiator. He believes that humans represent accountability and trust, qualities that are becoming rarer and more valuable.
As Feifer notes, the question for consumers is often, “Does a real person stand behind this? And if something goes wrong, who actually cares?” This sentiment underscores the need for brands to make their human element more apparent.
“Now more than ever, visible humans will be a competitive edge. We represent accountability and trust.”
He encourages businesses to actively seek opportunities to integrate human interaction into their customer experience. This could manifest in various forms, from direct engagement on social media to personalized customer service calls.
Integrating Humans into the Customer Journey
Feifer suggests practical ways brands can leverage human connection:
- Engaging directly on social media platforms.
- Being present and accessible at events.
- Answering customer inquiries via phone or personalized messaging.
- Any touchpoint where a human can be inserted to provide a personal connection.
The underlying principle, as Feifer articulates, is a simple yet powerful equation for future business success:
“Humans = trust. That’s the equation going forward.”
By prioritizing human interaction, Feifer suggests, brands can cultivate deeper relationships with their customers, fostering loyalty and standing out in a market increasingly dominated by automated processes. He concludes that this focus on the human element is not just a customer service strategy but a fundamental business imperative for building lasting trust and a competitive advantage.
📝 About This Content
This article is based on insights shared by Jason Feifer on LinkedIn.
📅 Originally posted on June 26, 2026 | View original post on LinkedIn →