A concept came up in a workshop today that I thought would be worth sharing... 

Currently, the range of "personal touch" for both website-based business and service businesses in general is wide.  There are companies that are completely automated (iTunes), somewhat automated (PrintingforLess.com), and even completely personal (your local tailor).  But increasingly, I think we'll begin to see companies move to the edges of this bell curve, or even operate simultaneously on both sides of it.

For example, let's say I've decided to shop for a new range for my kitchen.  I'd love to be able to visit a website that had TOTAL automation - meaning I could sort, view, read reviews, watch product videos, even virtually cook on the range of my choice - and when I was ready, I could order a range and have it delivered problem-free.  I want the site to do EVERYTHING I need it to do, without me having to get out of my bathrobe or talk to anyone...

BUT (and this is a big but), if I have a question, or want a personal opinion, or just need that human touch, I want to be able to pick up the phone and receive the best, most personal, most engaging service available.  I want the person on the other side of the line to sweep me off my feet.  Or I want to be able to go to their retail store and see the range in person, and have an expert coach me.

These are the two poles of this "touch" continuum - leave me alone and/or sweep me off my feet.  Increasingly, I find myself wishing that brands would live on these poles and stay out of the middle.  Either be highly personal, or be highly automated... or the holy grail - be both.  This idea is still marinating for me, but there's something here...  Do you live/work on the poles?