Don't Displace Face to Face

Sure, the Internet and wireless technology make communication efficient, but only in-person contact makes it effective

By Jerry S. Wilson

With wireless technology, our society is "thumbing" its way through life in a perpetual, 24/7 frenzy. On airplanes, trains, subways, and in taxis around the world, people are cramped into a crooked neck position, pecking their way through another crazy day. They constantly walk or drive with their mobile phones or Bluetooths in high gear. Content has become the victim of this high-quantity, low-quality communication. How many times have you been on an airplane that has just landed after a two-hour flight only to observe the rush to power up cell phones? "I just landed," a passenger will bark to a friend on the phone, followed by "I will call you from baggage claim." Why?

People are starved for actual human interactions, and quickie digital contacts make poor substitutes.

In today's fast-paced digital world, face-to-face interactions are more important than ever. While wireless culture is quite efficient, it is not always very effective. People are quick to click and send with little thought, and this leads to many problems. We have all received the ALL CAPS messages and interpreted the intensity of the sender's emotions as if they were screaming through the keyboard. Grammatical errors abound, and redirected e-mails with completely incorrect information or aimless oration are sent around like free candy. This clutter drives incalculable productivity loss for any organization.

Building Trust, in Person

Face-to-face interactions, on the other hand, allow all parties to discuss issues and identify, in real time, potential disagreements and alternative approaches to a situation. Additionally, people can read nonverbal cues to determine if there is real buy-in to an idea—or mere compliance. Creativity can be explored during such discussions, and decisions have a greater probability of moving ahead successfully. Ambiguity can be sorted out immediately, resulting in alignment of priorities and direction. None of this is so easy to do in digital space.

While this human touch may seem a bit soft, the reality is that such interaction builds trust within teams and allows everyone to better understand how each individual is wired. After all, everyone approaches issues differently, contributing to misinterpretation in the long-distance digital space. Great problem-solving comes from the inclusion of diverse points of view in an environment that values in-person debate and dialogue.

People able to excel in face-to-face interaction are skilled in listening, with understanding and empathy for the other's position. They can identify with the other party's challenges or desires and contribute to his or her success.

Show You Care

Take a simple example like shopping for a gift at the mall. You enter a department store with a simple goal :to make a friend feel good on an upcoming birthday. You walk around aimlessly for 10 minutes, then leave frustrated. You enter another store and are greeted by a friendly salesperson who inquires, "May I help you?" You explain your objective, and this helpful representative suggests three or four potential gifts, which leads to a purchase you feel great about.

The only difference between the two retailers was the person-to-person assistance. Believe it or not, this minimal personal touch greatly differentiates business competitors. People effective in these types of interactions care about others and sincerely want to provide assistance.

During these recessionary times, there is a bit of a survival mentality but also a mindset of caring for others, and doing so in direct interactions is powerful. Reaching out to your fellow colleagues to ask "How are you?" makes a strong impression and is a welcome personal connection. Even a simple "hello" in an elevator brightens the atmosphere. It is amazing how contagious friendliness and optimism can be in a group. People are seeking that kind of positive reinforcement.

Old-Fashioned Values

While it is easy to click and send, face-to-face interactions can have great impact. They lead to more consensual decisions and the building of trust and high-performance teams. It all begins and ends with the people. People who do not have regular and credible interactions with others are missing the potential of personal growth.

Now, more than in many other years, Americans are being reminded of the power of "retro" values. These include honesty, integrity, credibility, transparency, thriftiness, caring for others, and trust. Face-to-face interactions lead to positive outcomes and better long-term relations than relying on the digital space exclusively.

Yes, continue to thumb away, but maybe it's still a great time to actually take a few minutes, talk with someone, and remind yourself of the incredible power of face-to-face interactions.

Join a debate about virtual meetings.

Jerry S. Wilson is a board-elected senior vice-president of the Coca-Cola Company, where he serves as president of the global McDonald's division. He is co-author of the book Managing Brand You (Amacom, 2008). For more information on Wilson, you can visit www.jerryswilson.com or e-mail him at jerry@jerryswilson.com .