Pity the IT guy. Tasked by managers to use digital tools to bring productivity gains to the organization, they deploy a wide variety of tools — web chat bots, hiring management apps, phone-tree systems, and more.

And then, a couple of months later, those same managers call the IT guy. “How come our customer satisfaction ratings are plummeting?”

Easy. They used technology to solve a human problem.

This isn’t to say that there’s no role for technology in your organization, but deploying it the right way can make or break a business.

In “TOUCH: Five Factors to Growing and Leading a Human Organization,” we detail the main ways your business should use technology to build a more “human” face:

• TECHNOLOGY: Smart companies think of their technology like real people (with job descriptions, annual reviews, and succession plans).

• OUTCOMES: Are you able to capture the accidental positive results from your marketing? Have you set up a “human KPI” dashboard? We’ll show you how.

• UNIQUENESS: Stop communicating features with your brand. Talk about how you’ll impact real people. People with real problems.

• CLARITY: Is your brand communicating clearly? Sometimes, the simplest solution is always the best approach.

• HUMANITY: In TOUCH, you’ll be able to use our Assessment Checklist to determine exactly how “human” your brand is today — and, more importantly, how to improve.

Luckily, these aren’t mass sea changes. Most shifts to a more human approach to business can be done quickly and without much capital investment. After all, you serve humans — why not join them?