Every business is seeking that one magical differentiator that will set it apart from other companies. Numerous strategies and tactics have been employed over the years to differentiate one organization from others in its industry. Everything from new products and services to changes in company logos has been tried, with a variety of successes and some significant failures. They are all seeking that special thing which sets them apart from the rest and causes customers to come flocking to their door for more.
This article may not be the holy grail of answers or differentiators. Still, our actual experiences with clients, customers, and simple interactions with business leaders have led us to this point, where a possible differentiator you may want or even need to consider is revealed.
Human interaction!
For over 50 years, technology has continued to integrate itself into every aspect of our lives. Much of the technology has truly enhanced various aspects of our human existence. Sometimes we didn’t appreciate it when it first arrived on the scene, but over time and with some adjustments, the new technology became an integral part of our daily lives, and looking back, we are grateful for it.
The challenge lies in navigating the integration of technology in all aspects of daily living and working lives, as well as the wild frontier of artificial intelligence, as it unfolds in the years to come. We will need to consider how actual face-to-face or at least voice-to-voice communication fits into our business strategies to attract clients, customers, and ultimately revenue and profit.
For those of you who have been around for a while, you might recall when telephone systems first introduced automated attendants. The goal was to justify the investment in the technology by eliminating the cost of having a real person answer the phone, greet customers, and connect the inbound caller to the right person. That person could be redeployed to other efforts within the organization, resulting in a perceived win-win for the company, the employee, and the customers. Well, why does this technology system now get referred to with many names, none of which are very complimentary of the system? The same hype for that technology 40 years ago is quite similar to the AI hype of today.
Is there a place for this technology in our lives? Absolutely. The challenge is that organizations overleverage these offerings at the expense of satisfying and creating happy, elated customers. Additionally, in some cases, the justification suggests that up-and-coming generations prefer interacting with such technology rather than humans. From an early age, our society instills technology in the hands of babies, diminishing human touch and interaction, and then tells us they prefer the use of technology over human interaction. That is a self-fulfilling prophecy.
This week, as you explore ways to differentiate your business from others in your market space, consider focusing on some of the small details rather than the big, spectacular options. Consider the impact of human interaction on changing, enhancing, and attracting other individuals to your organization. Not only customers and clients, but also employees and vendors.
There is a vast market of people who have cash to spare, if only they had the opportunity to be treated like individuals rather than corresponding pieces of technology.
Your feedback is always appreciated, so please don’t hesitate to contact JKL Associates to share your thoughts. Call us and speak with a live representative, send us an email, or even text us. We will get back with you in a timely fashion. MI – (313) 527-7945 or FL (407)984-7246
Journey On!
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