The Automation vs Personalisation Debate

Achieving the Right Balance in the Customer Journey

In the dynamic landscape of modern business, where digital innovation and automation have become invasive, understanding and valuing the customer journey is paramount. This journey, often complex and multifaceted, underscores the necessity of a human touch in sales and marketing strategies. While tools like automation and artificial intelligence (AI) enhance efficiency and scalability, they simply cannot replicate the depth of human interactions essential in forging lasting customer relationships. At the heart of effective customer engagement is the recognition that you are conversing with a human being. Every interaction is an opportunity to build a relationship, not just complete a transaction. When reaching out to potential clients, start with the essentials.

• Introduce yourself

• Mention your affiliation

• Articulate the reason for your call 

Note: Always focus on their needs (WIFT - What's In It For Them). This approach ensures the conversation is customer-centric and centres around the client. Always ask for permission to engage - a simple, “Do you have a few minutes?” goes a long way in showing respect for their time.

How To Balance Automation and Personalisation

As small businesses increasingly rely on automation as part of the customer journey, the challenge lies in maintaining a balance between technological efficiency and personalised customer experiences. Automation streamlines processes, but it lacks the emotional intelligence and empathy inherent in human interactions. The nuances in tone, choice of words, and understanding subtle cues during conversations are aspects that AI and automation cannot fully replicate.

Examples of automations: 

• Email marketing sales funnels

• Birthday messages through your CRM

• Online appointment booking system

Examples of personalisation: 

• Hand-signed Christmas cards

• Periodic client check-in call

• Tailored proposals

It is important to have procedures in place and nut out where automations make sense and where they don’t. Remember, the end goal is to convert new leads and maintain clients. From the initial contact to post-sale support, the ability to empathise, listen, and respond to customer needs sets the foundation for a strong and enduring relationship.

Internal Labels vs. Customer Experience

As business owners we often tend to label our activities - sales, marketing, customer service, and so on. However, from a customer's perspective, these distinctions are irrelevant. What truly matters is the seamlessness and effectiveness of their experience. A customer does not differentiate between a ‘Sales Pitch’ from a sales team and a marketing message; they perceive it as a singular experience with your brand. Therefore, ensuring that each touchpoint along the customer journey is cohesive and customer-centric is crucial.

Takeaway

While AI and automation are transformative tools in today’s business world, a crucial consideration emerges; be mindful of who you entrust with this delicate balance. Opting for an autobot might seem like a convenient and cost-effective solution, but it risks diluting the human touch that is the cornerstone of successful sales and marketing.

Understanding and valuing the customer journey, recognising the person behind every transaction, and ensuring that the customer experience is cohesive and effective regardless of internal labels are the hallmarks of a successful business strategy. This blend of efficiency and empathy is what truly differentiates a brand in an increasingly automated world.

If you have questions about converting leads into sales, contact us.

About the author

Kirsten Karbowiak is the founder of BDM by the hour. BDM by the hour, partners with small business owners who need sales support but aren’t ready to take on a full sales staff. Interested in reading more here about outsourcing sales?