Intimacy at Scale will Cause Customers to Feel Connected

12/10/2018

Intimacy and Customer Service Technology Blog

Over the years, businesses have taken great pains and discovered ingenious ways to use technology to connect with a ton of people. As a basic marketing strategy, there is a lot to be said for the logic of this approach: the more people you ping, the more will respond. One could even go so far as to say that connecting with a lot of people is necessarily the best way to generate customers and revenue. This makes sense, but it also misses something really important: reaching a lot of people and annoying them is a lot different than reaching a lot of people and delighting them. Market in a way that that allows you to do both, and you have a recipe for true success.

There is a natural tension...

between the number of people you reach and extent to which your message resonates for them. In the world of marketing, there’s a name for reach without resonance. It’s called spam. In order to be successful in today’s marketplace, businesses must figure out how to provide the kind of intimacy at scale that will cause customers to feel connected rather than buried in a never-ending barrage of marketing messaging.

The fact is, getting spammed with marketing messaging is annoying, but it is even more annoying when it comes from a company whose products you use and like.

Figuring out how to provide intimacy at scale requires two things:

ONE: A clear vision of the desired intimacy concept for the business

TWO: The best technology available for implementing it

Have you ever been...

to a really nice restaurant that obviously prides itself on providing great wait service, but the waiter makes themselves so available that it gets annoying? Being asked every five minutes if you need anything else is just too much. Incredible service is service that is seamless, and yet just below the radar enough that it’s never intrusive; you’re comforted to know it’s there, but then you want to forget about it.

Customer service technology has to do its best to try to find this perfect balance between intimacy and stealth, between providing a seamless customer journey in a way that feels attentive and responsive without being burdensome or distracting.

Nik Zanetti, Technical Writer, Bucher + Suter

Of course...

this is not just a restaurant thing. Modern customers want their service contact to be easy as well as intimate. But this creates a bit of a bind insofar as providing intimacy while also providing low-touch, easy-access services is no trivial task.

That’s where point two (up above) becomes important.

Customer service technology has to do its best to try to find this perfect balance between intimacy and stealth, between providing a seamless customer journey in a way that feels attentive and responsive without being burdensome or distracting.

This is where things like responsive AI and data mining from the IoT is going to become very important. Knowing what customers need, distributing business-side information efficiently, and doing this in a way that feels like an attentive and caring friend is what technology in our industry has to try to achieve.

2019 is certain...

to see the further development and implementation of technologies that make this kind of easy, intimacy at scale possible. The businesses that succeed are going to be the ones that develop a clear sense of what that intimacy looks like for their business, and then identify out which technology solutions best meet that need.

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