Is human contact so important to offer a good service?

Travel agencies often believe that human interaction is crucial to attracting and retaining travelers. More than 40% of travel agents surveyed by Amadeus for the study "From Human Contact to Human Technology," the first installment in the "Perspectives for the New World of Travel" series, ranked it as a top factor for success. The figure is even higher for agencies specializing in business travel. But contact is not synonymous with empathy.