The Trifecta of Online, Automated and Personal Interactions

Automation is important.

It’s the reason some things get done, period. It’s how we reach people—the right people—at the right time. With the right message.

But it’s not everything. It can’t be.

We crave connecting with other people. Having conversations about things that matter.

And you can’t do that (to the extent needed to make an impact) with computers.

The connection—and relationship—between online, automated and personal interactions were never so apparent for me than when the three came together quite harmoniously in response to a birthday gift from my wife.

Mountain biking is my passion. So when my birthday came around earlier this year, my wife Cheryl surprised me with a new Fox Racing helmet she purchased online at Competitive Cyclist, my go-to for all my cycling needs.

Not long after, she received a phone call from an account rep at Competitive Cyclist who handled her order. He was just calling to make sure she was satisfied with the helmet and that it fit properly. Nice personal touch, and something you don’t expect from the company you just purchased something from. Who here has received a call from Amazon to discuss your satisfaction with your most recent order? Exactly.

But it didn’t stop there. Just two weeks ago, Cheryl received a second follow-up email, this one from Eric who introduced himself as her new account manager (nice touch) at Competitive Cyclist. In the email, he shared his own cycling background from growing up near the Blue Ridge Mountains to his new home in Salt Lake City, where Competitive Cyclist is based.

Now, instead of an impersonal website experience, I have a more personal, authentic connection with this company because of Eric, who reached out to establish a relationship with his customer—me—in a meaningful way.

Automation is important.

So much so, in fact, that about 51 percent of companies are doing some form of it.

But people don’t crave relationships with websites. Or algorithms. Or CRM platforms.

They want more meaningful interactions.

They want relationships with people.

And they want the attention of an Eric—someone who has a passion for the brand, a passion for people, and the know-how to weave it all together.

As I write this, Target reported that its online sales rose 32 percent in the second quarter after spending $7 billion in online and brick-and-mortar retail experiences for its customers—an investment that is proving to pay off in spades. The company understands the importance of providing valuable experiences for their customers at every touchpoint: from browsing the website for a desired item to placing the order online to traveling to your nearby store to pick it up.

Perfecting the “interaction trifecta”—online, automated and personal—will allow you to create meaningful experiences for customers that ignite brand loyalty.