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As AI becomes more and more commonplace in business, there are some leaders who worry about it replacing the human element of customer service and engagement. Will customers really be happy talking to AI over another human being? Will business lose its personal touch? While AI is certainly poised to change the way business is currently conducted, many leaders believe that technology can be used as a key tool for bettering relationships between customers and companies — not replacing them.
Below, 10 business leaders from Rolling Stone Culture Council weigh in with their thoughts on technology in business, each discussing one way a business can leverage technology to build better relationships with its customers and what’s worked well for them.
Track and Analyze Key Customer Data
Data is the most important metric a business can utilize. We have successfully tracked open rates on newsletters as well as conversions from web-driven inquiry forms to best understand who is engaging with us and how to better market to existing and potential clients. – Matt Altman, Headline Booking
Automate Emails and Reminders to Reach Out
I’ve been experimenting with automating the processes that I use to stay in contact with my connections. I use technology to send out emails and remind me when to reach out to certain groups of contacts so that I can focus fully on being present in my business relationships rather than juggling my calendar. This strategy has been tremendously helpful personally and for the company as a whole. – Evan Nison, NisonCo
Unite Users Through Community
Create community! Whether in developing awareness of who your brand is for (e.g., Apple is for those who “think different”) or in actually bringing customers together via social or online communities (e.g., Facebook, Instagram, WhatsApp), using technology to unite core users and emphasizing common bonds has worked — and will keep working — well as long as we have these devices. – Scott Curran, Beyond Advisers
Use Communication Channels Most Comfortable for Them
We deal with customers and stakeholders all over the world. The channels with which they are most comfortable vary from WhatsApp to Zoom to texting to Facebook. These preferences are driven by everything from cost to tech availability to language barriers. It’s critical to help people feel comfortable, so make sure you’re providing the channels with which your customers are most at ease. – Jed Brewer, Good Loud Media
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Balance AI-Driven Marketing With a Human Touch
Technology and AI are incredibly powerful tools, but they can never replace the human touch. AI is key for broad-brush marketing approaches such as email reminders, new product releases and various aspects of customer service. It’s also an invaluable tool for streamlining internal business processes. That said, there is no replacement for human interaction. – Evan Rubinson, Meters Music
Tailor Interactions and Personalize Communication
A business can leverage technology to build better customer relationships by implementing personalized communication through CRM systems. Using customer data to tailor interactions and offer relevant recommendations fosters trust and loyalty. This approach has worked for us by helping us create more meaningful, engaging experiences that resonate with individual customer needs and preferences. – Stephen Nalley, Black Briar Advisors
Better Understand Customer Preferences and Behaviors
Businesses can leverage technology to build better relationships by using data analytics and AI for personalized marketing and customer engagement. For Blind Tiger, technology is crucial in understanding customer preferences and behaviors. By utilizing analytics, we track customer purchases and feedback, allowing us to tailor our marketing efforts to meet specific needs and preferences. – Rebecca Styn, Blind Tiger, Inc.
Gather Feedback and Work to Improve
Use technology to gather customer feedback through surveys, reviews and social media monitoring. Analyze this feedback to make data-driven improvements to your products and services. When we launch products, we use feedback from beta testers to implement changes based on direct client input, significantly improving user satisfaction and engagement with our products. – Jessica Billingsley, Sona Capital
Take Your Social Media to the Next Level
Be as creative and efficient with social media as you can. While it may seem obvious, it’s easy to fall into the trap of simply posting content to stay active. However, staying up to date with new tech that optimizes your social media — AI analysis, workflow and reporting, video editing, and production tools — takes it up a notch. – Andy Hale, Hale & Monico
Incorporate Chatbots on Your Website
One way to leverage technology to build better customer relationships is to utilize a chatbot on your website. Many chatbot platforms can link directly with your sales or customer service teams in real time, or incorporate AI to help customers quickly find the answers they need. – Dan Serard, Cannabis Creative Group
