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 just valuing the incorporation of this technology, but also bringing a more humanized side that improves the connection with people and enhances their satisfaction and brand loyalty. But how to generate behavior in a technology that is solely belonging to human beings? Through many points of attention that stem from empathy, sensitivity, and transparency with the client.
According to data released by HiverHQ, companies that adopt AI-driven personalized communication can experience a 30% increase in customer retention rates – and there are plenty of reasons to support 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 to their needs.
Your expectation now is to have more meaningful interactions that promote a more human experience, which can bring enormous benefits to both sides. Your satisfaction with the brand will certainly improve, feeling more understood and valued, with even greater chances of loyalty to the business through a much more positive emotional connection. For companies, in addition to having greater customer retention, which makes them less likely to seek a competitor, they can improve their market image by showing concern for meeting this demand and the latent trend among consumers.
Internally, this strategy will also bring greater operational efficiency and cost reduction, freeing human agents to solve more complex problems; in addition, it allows for the collection of more valuable insights regarding the behavior and expectations of your target audience, so they can constantly improve their strategies in favor of continuous growth in their segment.
Seeing these benefits lights up every entrepreneur's eyes, but achieving them is not so simple. The lack of a structured plan for this strategy can turn AI into a trap in customer service, rather than a valuable resource, failing to achieve true humanization that meets customers' needs and understands their emotions. Without proper care in conveying the brand's identity and tone to this technology, its authenticity and reliability in the market can be significantly compromised.
Overcoming internal technological limitations is also a common challenge faced by many companies, as the success of AI humanization involves aspects such as the complexity of human language, cultural context, which, in the vast territory of our country, with so many cultures and accents, is even more complex. Yes, not to mention data security and privacy, since AI processes sensitive information that needs to be protected technologically.
The costs involved in all of this tend to be high, depending on the complexity of the designed project. Therefore, in order for companies to humanize this technology and gain the highlighted advantages, it is first necessary to understand the levels of humanization that can be incorporated into AI and its service, which will guide the next steps in this regard.
They go through language and tone of voice (from more serious to friendly, depending on the brand profile), personalization (adapting the interaction based on the captured history and AI learning), emotional intelligence (recognizing and responding appropriately to users' emotions, detecting frustration, impatience, irritation, or happiness, for example), transparency (explaining the reasoning behind each response to build trust and connection with the customer), and prioritize a human-centered design, being intuitive and considering people's needs and limitations.
All levels above must be taken into account when following this strategy, using customer data to personalize AI while prioritizing empathy in reading emotions, transparency in the responses provided, creating easy-to-follow flows, and, above all, constantly monitoring all actions, identifying adjustments that need to be made, and implementing frequent improvements to ensure the good performance of this technology.
Do not implement this humanization all at once across the entire company. Identify the areas or activities where this strategy is most urgent and will have the most significant impact, making it sensible to adopt it first. This will be extremely favorable for scaling this technology while maintaining quality, operational efficiency, and personalization at a large scale.
We are facing a trend that is increasingly taking over the market, where robotic automation no longer makes sense for consumer needs. Your expectations regarding how they are served will continue to grow, 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 client.
