Channel Fusion Blog

Could Excessive Automation Be a Double-Edged Sword?

Could Excessive Automation Be a Double-Edged Sword?

Time to Read: 4 minutes

 

Clearly, the benefits of automation have changed the way we live. But as with anything else, it comes with its side effects. With the constant changes in technology in recent years, the need for skilled jobs is decreasing. Most are looking to automate across all channels and many businesses are becoming automated, getting computers to do the work so they can cut expenses. When thinking of this, a quote comes to mind.

“Man is still the most extraordinary computer of all.” – John F. Kennedy

 

When it comes to automation, you can’t provide a true, direct, and authentic human engagement with your audience. By making everything automated, mistakes will be made, especially in the social media realm. Your brand loses the effect of its human element, which means losing that personal touch for your channel partners. When you lose this, you lose customers, and ultimately, what your brand stands for.

This blog will speak about the potential adverse effects of automation.

  1. Brands Make More Social Media Mistakes That Can Be Magnified
  2. The Power of Personable Relationships Are Diluted  

 

Brands Make More Social Media Mistakes That Can Be Magnified: 

Sometimes brands pay the price for automation. Domino’s knows this better than most. One example of this is when a satisfied Domino’s customer commented on Facebook stating, “Best Pizza Ever! Pan Pizza 😊 Keep up the good work guys!”

So, what happened? Domino’s responded with the wrong auto response, posting a message that said, “So sorry about that!” Because of this, the automation disconnected Domino’s with their customer and they received negative feedback because of their lack of the human element. What could have been an engaging marketing opportunity, quickly turned to a saucy mess. The negative effects of automation can be publicly humiliating. Sorry, Domino’s!

 

The Power of Personable Relationships Are Diluted:

While automation can increase business efficiency, the longevity must be done by people. As Herb Kelleher once said, “The business of business, is people.”

For example, imagine a dealer calling in and being transferred through to a phone automation. “Press 1 to continue in English.” “Press 3 if you’re a returning customer.” “Listen closely to your options, as they may have changed.” “Did you say service? Please repeat that, I didn’t understand you.” When you automate, you lack insight which could be given by a human being. Ultimately, this causes lack of loyalty to the brand. Automation also dilutes the effect of eye to eye contact. When you automate, you take away the personal touch of sales teams visiting dealers. In the end, business is all about relationships and the human connection. When you have that, everyone succeeds.

 

Today, many companies depend on automation, believing it is cost-efficient. But we must remember there are times when technology fails, especially with social media and customer satisfaction. At Channel Fusion, we don’t automate service. Our team of dedicated Fusers are real people providing real results. We take pride in our work and are always there for our brands and their channel partners. What are your thoughts on automation? Let us know in the comment below. We would love to hear from you. If you want to talk further about this topic or have any other questions about your channel programs, give us a call at (319)-294-7501 or email us at dkahler@channel-fusion.com

 

Kind Regards! 

Haley Corkery
Corporate Marketing Specialist 
Channel Fusion

Categories: channel fusion

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