In an AI-dominated universe, it's crucial to maintain our human characteristics and emotions.
Mark Schaefer, a favorite business author I frequently reference, recently released a book titled "Audacious: How Humans Win in an AI Marketing World." The book focuses on the role of AI in business and how humans should still play a significant part in creating unforgettable experiences, which technology alone can't replicate.
Let's dive into five powerful takeaways from the book that can revolutionize our viewpoint on customer service:
- Harnessing the Power of Collective Effervescence: This term, coined in Dacher Keltner's "Awe" book, refers to the overwhelming feeling that touches our souls when we experience something vast beyond our understanding. This idea translates wonderfully to the realm of CX. Companies can design experiences where clients feel connected and united, leading to narrations that resonate with their communities.
- Harness the Power of Uncontrolled Sources: According to Schaefer, 2/3 of marketing relies on word-of-mouth, employee advocacy, and customer conversations. Although these occur spontaneously, businesses should leverage them by amplifying these voices. For instance, Holiday World Park provides free soft drinks, fueling thousands of positive reviews and referrals.
- The Future Belongs to the Everyday Awe Masters: Small-scale companies can create awe-inspiring moments by incorporating little surprises and delights into routine interactions. Schaefer showcases his personal marketing retreat, "The Uprising," by weaving elements of surprise and delight into an unforgettable experience for attendees.
- Challenging Industry Taboos: Businesses must challenge outdated norms and transcend conventional wisdom to push the envelope. Firms like e.l.f. Cosmetics broke the mold by marketing to unconventional demographics, leading to phenomenal success.
- Humanity's Powerful Antidote to AI's Sameness: The authentic human touch can cut through AI's perfection and meet customers' increasing demand for genuine human connection. Schaefer presents the concept of "Proof of Human" that businesses can incorporate to highlight their human side, particularly in customer service.
Schaefer's message is crystal clear: while AI transforms customer service, human interactions, empathy, and awe-inspiring experiences remain invaluable. In an increasingly automated world, our human touch becomes our most powerful differentiator, echoing the sentiment shared in the article's second paragraph.
As we navigate the AI revolution in customer service, remember that technology should complement, not supersede, human connection. The future of CX isn't about choosing between AI and human touch – instead, we should strive to strike a balance, combining both to create an experience that surpasses the impact of either alone. In other words, "The sum is greater than the parts!"
- Mark Schaefer, the author whose works I often cite, highlights the importance of businesses navigating the AI revolution in customer service by striking a balance between technology and human connection, as stated in his book "Audacious: How Humans Win in an AI Marketing World."
- E.l.f. Cosmetics, an example Schaefer provides, successfully challenged conventional wisdom by marketing to unconventional demographics, demonstrating that human innovation and empathy can break industry taboos and drive business success.
- In order to enhance customer experiences, Schaefer encourages businesses to leverage uncontrolled sources, such as word-of-mouth, employee advocacy, and customer conversations, which have a significant impact on shaping customer perceptions, much like the positive impact of Holiday World Park's free soft drinks.
