Overreliance on technology in business is a global concern. A majority of Australian business owners and managers (65 percent) believe the increasing use of technology and digital communications means Aussies are losing the personal touch when doing business.
A 2013 survey by Australian virtual offices provider Servcorp revealed that too much reliance on technology could be threatening the art of good businesses — with almost half of those surveyed (48 percent) admitting to spending less time meeting in person with clients and contacts than they did five years ago.
“There is no question that the use of technology and digital communications in business can significantly increase productivity and help fuel growth and expansion. However, Australian companies could be putting future growth prospects at risk by using technology in isolation — it’s becoming the default rather than a complementary tool to support businesses in everything from communication to automation,” says Marcus Moufarrige, Servcorp’s chief operating officer.
When asked why they are now spending less time meeting with clients in favor of digital communications, Australian business owners and managers cited a number of reasons:
• Email is quicker and easier (71 percent)
• I can save money on travel (46 percent)
• Less face-to-face meetings give me more time at my desk to get work done (30 percent)
• Conference calls are more convenient (27 percent)
“Australian companies need to strike the right balance by ensuring they have the processes and infrastructure in place so they can reap the benefits of technology, while still ensuring basic business practices such as having calls answered in a personal way, or presenting a professional image, are maintained,” Moufarrige states.
