Automating Your Business
A Balanced Approach
There are certain aspects of running a business that many of us would love to automate and there are plenty of tools out there to help do just that. However, some SMEs, perhaps pressed for time or seeking a quick fix, often see automation as a means to an end. While automating your business can certainly offer advantages, it should be approached with caution and thoughtful planning.
The Benefits of Automation:
- Cost savings: Automation can reduce the need for additional staff, freeing up funds to invest elsewhere, such as in product or service development.
- Error reduction: Automated processes can help eliminate human errors, ensuring consistency and reliability.
- Time management: Automation streamlines time-consuming tasks, giving you more time to focus on core business activities.
- Efficiency: It eliminates repetitive, mundane tasks, allowing you to focus on the more exciting aspects of running your business.
While these benefits are appealing, there’s a caveat: automation done poorly can cost you more in the long run—both financially and in terms of customer satisfaction.
The Risks of Over-Automating
As your company grows, automation may seem like a tempting solution. For example, large corporations often use automation to handle routine processes like managing accounts, sending email replies or social media responses. However, for smaller businesses, over-reliance on automation can lead to a loss of the personal touch—the very thing that likely made your business successful in the first place. At The Last Hurdle, we firmly believe that people buy from people. Automation can often depersonalise interactions, making it harder for clients and customers to connect with you.
The Automation Trap in Marketing
Take marketing, for instance. Many SMEs fall into the trap of using automated responses on social media. Large companies often use automated replies on platforms like Twitter to handle customer complaints or queries. However, when smaller businesses adopt these strategies, they risk losing their unique, personal edge. Your differentiator is the personalised service you offer.
Striking a Balance
It’s easy to spot an automated email or social media post—they often lack sincerity and relevance to the specific situation. If your customers sense your responses are automated, they may disengage and feel less valued. For SMEs, this is particularly important to consider. If customers are coming to you for a personal, attentive service, using automation for interactions can leave them feeling frustrated or unappreciated.
Yet, we understand that responding to every single enquiry personally can be challenging, especially for small teams. So how do you balance automation with the personal touch?
When Automation Works
While automation has its drawbacks, there are ways to implement it effectively without sacrificing your customer relationships. Take social media marketing as an example. At The Last Hurdle, we recommend using automation to schedule and distribute marketing content, not to replace direct interaction. Using tools like Hootsuite to schedule posts allows you to deliver your messages at optimal times when your target audience is most likely online. This approach can save hours of time, but still allows you to engage personally when needed.
When coupled with thoughtful planning, automation can enhance your business. The key is to use it strategically, ensuring that it complements your personal approach rather than replacing it.
Automating Your Business Positively:
Here are a few tips for using automation without losing your personal touch:
- Schedule marketing content: Plan and schedule your marketing posts using tools like Hootsuite, but make sure to engage personally when replies and comments come through.
- Automate repetitive tasks, not customer interactions: Use automation for behind-the-scenes processes, such as invoicing, inventory management and email marketing, but ensure that customer-facing tasks, like replying to queries or handling complaints, remain personalised.
- Use automation to enhance customer experience: Tools like email autoresponders can provide immediate acknowledgment to a query but follow up personally to address specific needs.
Balance Is Key
At The Last Hurdle, we encourage business owners to think carefully before fully automating their processes. Automating certain tasks can save time, but never forget that customers crave human interaction—especially when working with small businesses. Keep that personal connection at the forefront of your strategy and use automation where it serves to enhance rather than replace your relationships with clients.
What are your thoughts on automation? When is it a helpful tool, and when can it be detrimental? How do you find the balance between efficiency and the personal touch? Share your experiences with us—we’d love to hear them!
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