Will Machines Replace My Workforce?
As the use of artificial intelligence (AI) and automation continues to grow, leaders are beginning to wonder to what extent their workforces will be replaced by machines. Human interactions remain key to creating emotional connections that inspire long-term customer loyalty. But in a post-pandemic world, it’s harder than ever to hire and retain great people. Add to this the EBITDA-boosting savings opportunity associated with well-implemented technology, and it makes the questions around AI automation even more complicated.
Undoubtedly, technology has become a driving force. Brands can now automate personalized customer journeys at scale, harnessing the power of AI and Machine Learning to identify behavior patterns, categorize customers in cohorts, predict future outcomes, and automate omnichannel interactions. This technology-driven approach is no longer a luxury but a necessity, as brands strive to stay ahead of the competition.
But lifestyle brands are relationship-based businesses. The best companies place a premium on hiring and training employees who embody their brand's values. While technology can play a role in facilitating customer connections, it is often the people behind the brand who make the difference.
The answer is to combine the relationship-building superpowers of humans with the raw scalability of technology. For example, the customer journey for a boutique fitness brand may include a text sent 15min after a new lead’s first trial class. The text is sent directly from the coach who taught the class, saying, “Way to crush that workout!”. The timing taps into post-workout endorphins and human connection formed during class. But behind the scenes, the message is sent automatically, via an automation. When the member replies, though, it’s not a machine on the other end of the text, but the human coach with whom a personal bond has already been formed. From there, the coach can build on the relationship, and encourage the purchase of a membership.
From a technology perspective, a new approach is needed to support these types of hybrid human-and-machine automated journeys. A novel systems architecture that connects front-end systems of engagement with back-end systems that have historically been more internally focused is what’s needed. This means integrating CRM and omnichannel MarTech orchestration systems with HR systems, directory systems, and employee email systems, to create a seamless platform whose mission is to deliver scaled person-to-person experiences. By doing so, brands can leverage the power of data analytics and AI to automate customer interactions while still maintaining the human touch. It is an exciting time for consumer brands who view their people as a superpower!
