Maybe you have noticed those businesses that cater to "personalized items." The added word "personalized" that creates value is the reason why such items are pricey.
Observe how many people love this receptionist or crew who rendered personal touch when corresponding with you. For sure, you will likely choose to approach this person again.
Because people are keen on what will make them feel important, it seems to root in this idea.
Nowadays, the propagation of call centers made customer support robotic. You've been calling one establishment to assist your difficulty with their services, and you get answered by some polite but 'detached' trained correspondents who are so trained that they know how to handle the most irate callers. You get forced to accept that this is all part of modern progress. It became a new job designation and is now a system.
The question now is this: do you have a pet peeve for impersonalized services or interaction?
Some people don't mind much. All they want is to get over with the transaction. Meanwhile, some services sensitively demand personal touch, such as consultancy. What else? Medical services and a lot more.
Everything attributes to people, like how things get executed to provide comfort, channeled to feelings. These are all ruled by emotion. And we know that even the most apathetic of them all have it. Even the stock market's behavior gets fueled by two strong emotions: fear and greed. Personal touch warms up a bloody cold negotiation by giving it a sprinkle of human emotion.
Personal touch in every undertaking is a winner!