Could the Human Touch be the Ultimate Differentiator?
Have you ever dialed a customer service line, only to spend 10 minutes yelling “REP-RE-SENT-A-TIVE!” at a voice prompt? We live in a time when automation is supposed to make everything easier, yet it often leaves us craving real human interaction.
For sure, one of the most popular buzzwords in today’s business landscape is automation. We’re told every process—from customer outreach to inventory management—can and should be automated. The promise is simple: systems and algorithms will boost efficiency, cut costs, and free us from repetitive tasks. But here’s a surprising, almost contrarian idea: in an era defined by hyper-automation, brands that intentionally embrace “unscalable” human-to-human marketing techniques may gain an edge that AI alone can’t replicate. Let me be clear: I am not against automation or the use of AI in marketing (even parts of this blog are written using some AI), and as AI gets better, it will often pass by humans. But we, as humans, may still want that intimate connection experience.
Here’s where what I rudimentarily call “unscalable marketing” comes into play. In a world filled with AI-driven chatbots and automated email blasts, the brands that truly stand out could be those bold enough to incorporate a personal, human-to-human touch into their customer experiences.
What Do We Mean by ‘Unscalable’?
“Unscalable” marketing refers to strategies that aren’t easily replicated with a push of a button. For instance, personally emailing customers, hosting intimate gatherings for loyal clients, or writing a hand-signed note to welcome new subscribers. These efforts require human touch and time—the very things traditional automation tries to eliminate.
It might sound archaic. Shouldn’t we be focusing on speed and reach? But this is precisely why it’s powerful. The more our world is flooded with algorithmically generated messages, the more we crave authentic human engagement. Automation is great at delivering structured communication at scale, but it can’t genuinely replicate empathy, humor, or the warmth of personal outreach.
Another bonus of unscalable human-to-human marketing is that it naturally turns you into an ethnographer of sorts. By slowing down and engaging in real conversations, you’re not just marketing—you’re observing how customers live, think, and feel in their own contexts. It’s like getting a front-row seat to their daily experiences, which can unveil the subtle needs, motivations, and pain points that purely automated data can easily miss.
Of course, let’s be real: there are plenty of moments when we just want a quick answer and couldn’t care less about hand-holding. If you’re missing a boarding pass or dealing with a midnight software glitch, you’re probably not in the mood for a heartfelt chat. In those cases, a well-designed automated system can be a lifesaver—fast, straightforward, and hassle-free. Automation isn’t the enemy; it’s just that sometimes, adding a splash of genuine human connection can set you apart from the sea of soulless chatbots.
Five ideas to Unscale your Marketing
Here are some practical ways to put “unscalable marketing” to work in your own company. These are just ideas but they could go a long way in making people feel like you truly care. for a couple of seconds
One-to-One Video Messages
Record short, personalized videos for new customers or those who’ve hit a milestone. Address them by name, reference something specific about their purchase or interests, and let them know you’re available if they have questions.
Handwritten Notes or Thank-You Cards
Go old-school and mail a handwritten note to a long-term customer or someone who just made a significant purchase. Mention how you appreciate their support and share a small personal anecdote.
Small-Group Roundtable Sessions
Invite a select group of clients to a virtual or in-person meetup where they can chat openly, share feedback, and ask questions. Keep it informal—like a coffee chat—and really listen.
Personalized Follow-Up Calls
After a purchase or major milestone, reach out with a quick phone call to ask how everything went, offer tips, or just say thanks.
Private “VIP” Communities
Create a small, invite-only Slack channel or Facebook group for your most engaged customers. Have regular check-ins, Q&A sessions, and mini “behind the scenes” peeks at upcoming projects.
Surprise and Delight Gestures
Send small gifts or tokens of appreciation tailored to the customer’s interests—maybe a book related to their industry or a gourmet treat they mentioned.
The Takeaway
As brands increasingly embrace AI and automation, the value of genuine human connections rises. To stand out and cultivate lasting customer loyalty, seek out those unscalable moments of personal interaction. Imagine the impact of a handwritten note among a sea of junk mail, or a brief Zoom call that replaces a faceless webinar. By prioritizing people and placing the customer at the heart of your approach, you can truly inspire and connect.
So next time you’re designing a campaign or following up with a customer, remember that a little warmth and personal touch can spark loyalty that no mass email ever could. Sometimes, all it takes is turning off autopilot and saying, “I see you, and you matter.” That’s the true power of unscalable marketing.
So, which moments in your customer journey deserve an authentic, human touch, and how will you decide when to add that personal spark versus letting automation do its thing?
*Blog post created by the author with the help of Chat GPT and Grammarly, with the objective to explore new ideas.