Achieving a balance between automation and human touch


With the rise of Artificial Intelligence, businesses are constantly looking for ways to apply it to improve their strategies and processes and reach their goals. However, as they focus on automating as much as possible, they run the risk of losing the human touch in their interactions with customers.

In this blog, we will explore how businesses can find a balance between technology and human tasks to achieve exceptional results in their marketing campaigns while still maintaining an optimal customer experience.

The Benefits of Automation

Automation has proven to be a game changer in the world of digital marketing. It allows businesses to streamline their processes and save time and resources by automating repetitive tasks.

For instance, let’s take the landing page design as an example. It is a highly repetitive task in digital marketing that demands consistent efforts, creativity, and time. However, with marketing automation tools, businesses can create this type of asset in a couple of hours instead of days, ensuring consistent design without requiring multiple people’s intervention. This frees up time for marketing teams to focus on other initiatives of greater strategic and creative importance.

Automation also ensures that tasks are performed consistently and accurately every time, reducing the risk of human error. For example, companies can reach a larger audience more quickly, by sending thousands of emails in seconds without sending them one by one.

The Importance of the Human Touch

While automation brings many benefits to digital marketing, it’s crucial not to overlook the importance of human interaction. Customers still crave human intervention.

Studies show that customers are more likely to trust a brand when they feel personally connected to it. The human element helps build trust, improves customer loyalty, and creates emotional connections that technology alone cannot achieve.

One clear example of human interaction in digital marketing that is hard to replace with automated processes involves customer service. While automated chatbots can manage several inquiries, they often fall short when dealing with complex customer issues or complaints. In such scenarios, a human touch is indispensable. A customer service representative can empathize with the customer’s frustration, tailor their responses to the situation, and creatively problem-solve in a way that no chatbot currently can. This kind of personalized and empathetic response can turn a potentially negative customer experience into a positive one, strengthening the brand-customer relationship.

Finding the Balance

Until now, we have discovered that despite the numerous advantages of automation, it cannot wholly replace the human aspect that infuses emotion and understanding into customer interactions. However, human power has limits and is prone to errors. So how can businesses find the right balance between one and the other in their marketing campaigns?

  • Segmentation: By dividing customers into various groups based on shared characteristics, businesses can tailor their automated messages to the needs and preferences of each segment, ensuring a more personalized experience.
  • Dynamic Content: This form of content changes based on the user’s data and behavior, allowing for highly customized experiences. It can range from personalized email greetings to product recommendations based on past purchases.
  • Behavior-triggered WhatsApp messages: A WhatsApp text message can be triggered by specific customer actions or events, such as cart abandonment or a recent purchase, so it can make automated interactions feel more personal and timely.
  • AI Chatbots: These tools, when properly programmed and integrated, can simulate human-like conversations, providing instant responses while maintaining a degree of personalization and empathy.
  • Human monitoring: As technology evolves, businesses must continuously monitor their automated processes to ensure they are aligned with their brand values and customer expectations. Human intervention is necessary to oversee and make any necessary adjustments.
  • Incorporating a bot-agent handover strategy: inConcert’s Generative AI bots offer the possibility of sending any interaction to any contact center solution strategically, seamlessly, and giving all the context to the human agent. This blend of AI efficiency and human-like engagement relieves call center agents from repetitive tasks, allowing them to focus on more complex customer needs. The result is an enhanced customer experience, marked by quick, accurate, and more efficient and empathetic engagements.

Our advice is to take the best of both worlds, automate where possible but keep humans at the center of your marketing strategies on both sides (employees and customers) to achieve optimal results and provide a personalized experience. Embrace technology, but also remember that humans are what give brands their personality and make them relatable.

In inConcert, we are experts in providing comprehensive solutions for automating your marketing strategies. With our all-in-one cloud-based platform, you can streamline your entire sales process, from identifying leads to post-sale implementation. Experience the power of optimized marketing automation with inConcert!