At this point, everyone knows they need a data-driven approach to sales and marketing. But as artificial intelligence evolves, how can we keep building authentic human relationships?
When purchasing, or just browsing the web, we navigate through a landscape saturated with AI-generated content, chatbot interactions, and meticulously automated marketing and sales processes.
We are shepherded through a digital buying journey where every click and interaction are tracked, analyzed, and optimized by sophisticated algorithms and AI-agents. Emails land in our inboxes with uncanny precision, landing pages seem to read our minds, and recommendation engines anticipate our needs even before we fully articulate them.
Running a RevOps agency, I've seen firsthand the power of a seamless data flow in generating business opportunities. Yet, I'm convinced that authentic human connection is even more important than before.
The growing authenticity gap
The irony is palpable. As technology advances to create more seamless, efficient interactions, we simultaneously crave more genuine, meaningful connections. Each perfectly crafted AI-generated email, each algorithmically optimized marketing message, inadvertently highlights what's missing: true human relationships.
Am I the only one who has been frustrated and written “I want to talk to a person” in a chat bot conversation?
I believe businesses that prioritize genuine human connection will stand out. It's not about replacing technology, rather, leveraging customer data is a basic necessity that frees up time that can be spent on genuine interactions.
Contextual understanding, emotional nuance and genuine empathy are still better delivered by a person.
Intentional human touchpoints
So, how do we fix this? The answer lies in intentionally creating human touchpoints, moments where genuine connection takes priority. Allow AI to handle routine tasks, analysis and optimization based on large datasets whilst humans focus on complex, emotionally nuanced interactions.
You could start by auditing your customer journeys and identifying instances where AI and automation might inadvertently create emotional distance. By consciously crafting touchpoints were talking to a person is truly valuable you can connect with leads (aka people!) on a deeper level. When humans add low to little value, such as scheduling meetings or sending basic emails, use AI and automation tools.
However, if you have Sales Development Reps that are a bit lazy, an AI-Agent might do a better job performing research and preparing meetings. I believe that successful customer relationships necessitate a mix of data-driven and AI-supported interaction and access to competent sales-, marketing- and customer services teams at the right time during the customer journey.
