So often people say I “should” be on Facebook. I “need” to be on Instagram. And, that may be true if it matches your business strategy and you choose platforms that cater to your target demographic. But it’s reassuring to know that just being human, being nice, also can be a sound business strategy.
Especially when you are a bricks and mortar business and your clients are local.
I was reminded of this last week when I got a nice note from Courtney at House of Rental, with last year’s Thanksgiving order attached. She was asking if I needed assistance for this year.
Making Automation Human
I do know that it’s easy to automate something like this. In fact those kinds of AI generated messages come across email all the time. “If you bought this, you’ll like this…” Or office supply companies that gauge how long it should be before you need ink cartridges again and send you a reminder.
Whether automated or manually merged from a database of customers, the edge here was the humanness of the email, starting with the opening: “Hi Deanna!” My order from last year was attached. The return address was directly to Courtney (e.g. not info@, or even worse, “no-reply”). And she had her full name and direct extension included.
Valuing ever customer, no matter the size
My order each year is small—extra chairs and maybe matching water glasses for everyone, depending on the final count. And ordering these things to make it easier is often an afterthought, a week before and am panicked that I’m too late.
But not anymore. Because A real person, Courtney, sent me a letter right about the time I am thinking of planning, offering to give me personal assistance. Making me feel valued; that my business was appreciated, even for a small order like mine.
Humans buy from Humans
Just because you can automate doesn’t mean you should. And if you do automate, manage the process to make sure it is human every step of the way. Because through any and all interfaces, we’re still humans buying from humans.
How do you make your clients feel special? How do you build customer connection and loyalty?