“Thank you for calling 1-800-CONTACTS. My name is Brian, how may I help you today?”
I froze for a second. I’d just dialed the number, and hadn’t been through any automated system. I hadn’t gone though a robotic menu to direct me. I’d called, and an actual human being picked up the phone!
Calling customer service and reaching a human – which was once the only option – is now so unusual that it makes an indelible impression. Human touch and connection is the most impressive and valuable in the age of automation.
It makes you wonder, doesn’t it, how you can make human connection a priority at scale?
The strategy I’m seeing is live video.
First, you create a small community of people who want to learn from you. Then you teach to them through video, making sure to interact in the comments and answer their questions.
It’s a lot like the free webinar, free teleseminar, free opt-in to join your list models. Hell, it’s even like public speaking! One voice (yours) to many people’s ears (your audience).
But all these models (except public speaking) were used and used until everyone got tired of them. At some point, the same thing will happen with the live video model.
What other options are there for high touch at scale? If human connection is what stands out – and it does – how can we offer that with limited resources?
My prediction is that it takes slowing down and smalling down. To be continued.
This post is part of my 100 Blog Posts in 100 Days series. View the rest here.
