High touch

The term high touch was coined by John Naisbitt in the second chapter of his book "8 megatrends that are changing our world" ( ISBN 3-85436-179-3 ). It refers to dealing with people as opposed to dealing with technology (i.e. "high tech"). According to Naisbitt, "high touch" will remain an important part of everyday life even in the age of high tech. Naisbitt wants to show that the complete automation of all business relationships sooner or later fails and that there is no substitute for the "personal touch".