The Right Tech Brings Us Closer
BY BRYAN JINNETT
In my last post, I talked about something many of us have felt: how technology, when misused, can make business feel impersonal. We’ve all had those moments—chatbots instead of people, auto replies that miss the point, platforms that create distance instead of connection.
But it’s important to say this too: technology is not the problem. In fact, when it’s implemented with purpose, it can do something powerful—it can make relationships stronger. At its best, technology helps us listen better, respond faster, and serve with more intention. It’s not about replacing the human connection. It’s about supporting it.
Tech That Knows the Client Is Still a Person
I’ve seen firsthand how the right systems can turn good service into great service. When a CRM alerts an inventory planner that a client’s uniform stock is running low, that’s not just automation—it’s anticipation. It’s a quiet way of saying, “We’ve got you.” It gives your team a chance to address the need before it becomes a problem. And when a dashboard flags a shipping delay before the client even notices, it becomes an opportunity to step in early, adjust, and reaffirm your reliability. This isn’t about being reactive. It’s about being proactive. Thoughtful. Present.
According to Salesforce, 73 percent of customers now expect companies to understand their specific needs—not just people like them, but them personally (Salesforce, 2022). That’s a high standard, and one you can only meet by using technology to listen better.
Let Data Strengthen the Dialogue
One of the most valuable benefits of modern technology is its ability to provide real-time insight. But those numbers—delivery times, inventory levels, customer satisfaction scores—are not just metrics to check off. They are tools to support a better conversation. If a service level agreement is missed, you know why. If a customer satisfaction score drops, you have the tools to find out what changed. This makes it easier to stay accountable, while also being transparent with your client. According to McKinsey, businesses that use customer experience data effectively report up to 30 percent higher satisfaction scores than their peers (McKinsey & Company, 2020).
It’s not the dashboard that builds the relationship—it’s what you do with the insight.
Use Automation to Bring Out the Best in People
Here’s the real beauty of technology: when it’s working well, your people can do what they do best—build relationships. With automated order tracking, fulfillment updates, and smart workflows, the noise starts to fade. That leaves more room for the things that matter:
• A personalized follow-up after delivery
• A human conversation instead of a back-and-forth email chain
• A quick check-in to say “We appreciate you”
Harvard Business Review puts it well: “Automation frees humans to do what only humans can do” (Newman, 2023). That is the goal. The technology should not be center stage. The people should be.
Making It Real: What This Looks Like at JWE
At JWE, we’ve built our systems around that exact principle. Our tools are designed not just to manage orders, but to support long-term relationships. We use our ERP to track fulfillment, our CRM to ensure proactive customer service, and we’re rolling out Digital Product Passports to help clients trace the lifecycle of every garment we make—from fiber to next life. That means a client can scan a code and instantly see the full story of their uniform program—fabric origins, testing results, manufacturing details, alterations, environmental and social governance goals, and much more. It also allows our team to anticipate sizing issues and guide clients toward more sustainable decisions. It’s a more innovative way to operate, yes—but more importantly, it’s a more considerate one.
A Human Relationship, Not a Digital Transaction
It’s easy to fall into the trap of seeing technology as the solution to everything. But it’s only powerful when it’s used with purpose. We are not in the business of platforms. We are in the business of people. When we apply the right tools to the right problems, we don’t just streamline—we strengthen. We build in more accountability, more clarity, and more space for human interaction. And that’s what clients remember.
Final Thoughts
The most meaningful technology is not the kind that makes us faster—it’s the kind that makes us better. Better listeners. Better partners. Better humans in a digital world. At JWE, our commitment is to always lead with people, supported by tools that help us do that with more consistency and care. Technology is not our story—it’s how we tell it better.
Thanks for reading.
Binet, L., & Field, P. (2021). The 5 Principles of Growth in B2B Marketing. LinkedIn B2B Institute.
McKinsey & Company. (2020). Customer Experience: New capabilities, new audiences, new opportunities.
Newman, D. (2023). Automation Is Not the Enemy of Customer Experience. Harvard Business Review.
Salesforce. (2022). State of the Connected Customer (5th ed.). https://www.salesforce.com/resources/research/state-of-the-connected-customer
