The layering of automation, AI and human touch is a powerful tool to optimize revenue operations. It isn’t an either-or response to use one tactic or the other. It’s about deciding the best mix for your business uses.
I’ve been musing on the differences between automation, AI, and human touch in sales, marketing, and service. And, about how you can use all three to optimize revenue operations.
There has been a lot of buzz this year about generative AI. The release of a free version of ChatGPT towards the end of 2022 got everyone talking at the start of 2023.
I don’t know about you, but I believe over the course of the year the conversation started to change.
Initially, the curiosity was around what it could do. Can you tell if something was produced by AI? Would it replace jobs? Now the conversation seems to be more around what can you do with it and what do you need to learn to make use of it the best. What are the new jobs to be done to make use of it effectively?
Maybe we need a different question. When optimizing, how does AI fit into the mix with automation and human touch?
What does each bring to the table?
Let’s first pull apart the outcomes of each.
- Automation increases efficiency.
- AI adds relevance.
- Human touch speaks to purpose.
When you consider how this fits together, then we draw out an “it depends”. Your mix of all three will depend on your goals. Your vision guides your use of automation and AI. Human touch makes sure the purpose is achieved.
All three are helpful in optimizing revenue operations. Especially when you want to scale operations profitably, without runaway people costs.
When companies are new or small, then their processes are often people heavy. Both for customer touchpoints and backend employee tasks. Scaling is about growing profitably. It’s not about throwing more people at these interactions.
Optimizing for growth, we look at the interactions and consider automation instead. Also we consider how using AI helps the interaction be more relevant to the customer. Or do we use a human touch because it is of high value or risky.
For example, you might be able to automate reminding people that their account renewal time is coming due.
Reminder messages can be automated. You might use AI to personalize the reminder based on the client’s history. And a human touch might be required at some point in the exchange to complete the close.
Automation alone is useful, even in a world with AI.
Automation can stand on its own. If you are seeking efficiency, focus on automation.
Sure, some would say that AI includes automation. So why not replace your automations. Sure automation is often bundled into AI, but not all automations need AI.
People have been using automation for years to optimize revenue operations. Optimizing those automations is about making decisions based on measurements of the outcomes of the automation.
Let’s revisit our example of the renewal notice.
You decide to send an automated message to remind people when their subscription renewal is coming due and ask to take an action to confirm renewal.
If 95% of people take the action, then you might decide that this is good enough. Sending automated messages is efficient and working. If only 60% of people take the action right away, then you might look at it further. Maybe send several reminders, until you get the level of response you desire.
For some touchpoints or workflows this type of automation is efficient. It’s good enough on it’s own.
Good news since many businesses have plenty of existing automations. Even if you are looking at adding generative AI into the mix, you don’t have to replace what is already working. Just apply it to the points where AI adds values.
At times generative AI adds value to automation
Generative AI can be used to create personalized messages for your customers. Depending on the prompt you give it, the message can be highly personalized. Not just in its tailored content, but in tone and length as well.
Let’s revisit our example of the renewal notice and consider how generative AI can help.
You decide to send an automated message to remind people when their subscription renewal is coming due and ask to take an action to confirm renewal.
The response to the first message is less than you like, say 60%, so you decide to use generative AI to craft additional reminders to people based on the previous interactions with the customer.
A long-time client who typically renews at the last minute, might get a friendly and short reminder close to the due date. A client renewing for the first time might get a longer message, asking if they need more information or it might include testimonials. Depending on the client usage pattern, the message might include upsells or discounts.
There are lots of ways that AI could be used to tailor the approach to the renewal notice.
Use human touch for high value steps.
Optimizing your revenue operations doesn’t mean replacing every step with an automation or generative AI. There will always be steps that are of high value or have risks that would have a better outcome if there was a human touch.
Optimizing your revenue operations isn’t about replacing human touch. It’s about focusing your team on the steps where their input is valuable for the customer.
Now let’s revisit our example of the renewal notice and consider where we might insert a human touch.
You decide to send an automated message to remind people when their subscription renewal is coming due and ask to take an action to confirm renewal.
The outcome of the first message is less than you like, say 60%. You use generative AI craft additional reminders to people based on the previous interactions with the customer. Another 35% renew before the due date. 2% indicate they won’t be renewing. And there is no response from the remaining 3%.
At this point, someone from the account team might call this last 5%. For the 2% who aren’t renewing, they ask the customer if they will participate in an interview to help improve the product. For the 3%, the account team seeks to find out if the customer’s goals have changed or if there is anything they need to complete the renewal.
At this point, a human touch might be needed to achieve the best outcome. Both for the client and your business.
Layer all three to optimize revenue operations
The layering of automation, AI and human touch can be a powerful tool to optimize revenue operations. It isn’t an either-or response to use one tactic or the other. It’s about deciding the best mix for your business uses.
Use automation for efficiency. Use AI to add relevance. Employ a human touch for high value steps.
The renewal notice is a simple example. Imagine how this could benefit a multi-step sales process.
Generative AI could provide responses to requests for information. Automation could handle calendar sign-ups to a demo. A salesperson runs the demo and sets up the appropriate next step with a customer. A mix of tactics for different tasks.
Imagine the value you can create for your customers.
