A few years ago, when we talked about AI, the main focus was on how to use it to robotize and automate many corporate tasks, such as customer service. Today, the scenario is different: not only aiming for the incorporation of this technology, but also bringing a more humanized side that enhances the connection with people, improving their satisfaction and brand retention. But how to generate behavior in a technology that belongs only to human beings? Through many points of attention that stem from empathy, sensitivity, and transparency with the customer.
According to data released by HiverHQ, companies that adopt personalized AI-driven communication can experience a 30% increase in customer retention rates – and there are plenty of arguments to justify this. The modern consumer no longer wants to interact with a robotic, cold, and impersonal technology because they know how much these resources can contribute to a much more personalized and tailored service that fits their needs.
Their expectation now is to have more meaningful interactions that promote a more human experience, which can bring huge benefits to both sides. Their satisfaction with the brand will certainly be enhanced, feeling more understood and valued, with even greater chances of becoming loyal to the business due to the much more positive emotional connection. For companies, besides having higher customer retention, who will be less likely to seek a competitor, they can improve their market image by addressing this demand and the consumers’ latent trend.
Internally, this strategy will also bring greater operational efficiency and cost reduction, freeing up human agents to solve more complex problems; in addition to allowing the collection of more valuable insights regarding the behavior and expectations of your target audience, so that they constantly improve their strategies in favor of continuous growth in their segment.
Observing these benefits is a gleam in every entrepreneur’s eye, however, achieving them is not so simple. The lack of a structured plan for this strategy can turn AI into a trap in customer service, instead of a valuable resource, not achieving a true humanization that meets the needs of customers and understands their emotions. Without due care in bringing the identity and tone of the brand to this technology, its authenticity and reliability in the market can be seriously undermined.
Overcoming internal technological limitations is also a common challenge faced by many companies, since the success of humanizing AI involves aspects like the complexity of human language, cultural context, something that, in the extensive territoriality of our country, with so many cultures and accents, is even more complex. Not to mention data security and privacy, since AI processes sensitive information that needs to be technologically safeguarded.
The costs involved in all of this are usually high, depending on the complexity of the designed project. Therefore, for companies to humanize this technology and reap the highlighted benefits, it is necessary, first and foremost, to understand the levels of humanization that can be incorporated into AI and its service, which will guide the next steps in this direction.
They go through language and tone of voice (from serious to friendly, depending on the brand’s profile), personalization (adapting interaction based on captured history and AI learning), emotional intelligence (recognizing and responding appropriately to users’ emotions, detecting frustrations, impatience, irritation, or happiness, for example), transparency (explaining why each response is provided to build trust and connection with the customer), and focusing on a human-centered design, being intuitive and considering people’s needs and limitations.
All the above levels should be taken into consideration when following this strategy, using customer data to personalize AI always focusing on empathy in reading emotions, transparency in provided responses, creating easy-to-follow flows, and above all, constantly monitoring all actions, identifying necessary adjustments and frequent improvements to ensure the technology’s performance.
Do not implement this humanization all at once throughout the company. Identify areas or activities where this strategy is most urgent and will have a significant impact, making it sensible to be adopted initially. This will be extremely favorable for scaling this technology while maintaining quality, operational efficiency, and large-scale personalization.
We are facing a trend that is increasingly taking over the market, where robotic automation no longer makes sense for consumers’ needs. Their expectations of how they are serviced will be higher, and more than ever, it is necessary to combine the best of AI with our human side, relying on a tool that will optimize this task into a much more personalized and enriched experience for each customer.
