The rush to over-automate customer experience is eroding trust. Big tech sells efficiency at scale, but in rural markets, that comes at too high a cost. In these communities, ROI isn’t always measured in transactions, but in handshakes.

Dr. Leo Carlson is the Chief Customer Service, Sales & Marketing Officer at Norvado, the largest independent telecom cooperative in Wisconsin. In a region where handshakes still matter, he’s proving that the future of CX in rural America doesn’t have to sacrifice human connection for automation.

People over profits: “What the big companies can learn from us is a true customer-first mentality,” Carlson says. “They focus on profitability first, customer second. We focus on customer first, profitability second. I would rather lose a sale than lose a customer.” This mindset forges lasting loyalty, transforming satisfied customers into a company's most powerful and credible marketing force.

Small town, big expectations: Accountability is baked into small communities. “The benefit of being in a rural area is we that see our customers at the grocery store, at the football game, at church,” Carlson explains.

This reality is compounded by an aging demographic that values genuine human connection. “I want my customers to always know whether they're talking to a real human or an AI,” he says. “They need to have the ability to talk to a real person at any given time when they're ready to.”