How to Balance Automation and Personalization in CX

The future of sales isn't just about automating as much as we can—it's about augmentation and balance between tech and human capabilities. 🤖🤝 In the latest post on the Clarify‎ blog, my co-founder Austin Hay‎ dives into the why and how behind this need for balance. ⚖️  As our tools have become more advanced, they've also become less effective. Why? Because everyone's using the same AI-powered playbook.  Our customers are more aware of–and more burnt out by–over-used AI strategies than ever. This means more outreach ends up in spam every day. 😬 So, what's the solution? It's not about abandoning technology, but about using it more intelligently.  Here are some of the key insights Austin shares: 🧠 Context is king: We need AI that understands deep patterns in customer behavior, not just surface-level personalization. 🔄 Rethink CRMs: Imagine systems that actively provide insights without manual input, freeing us to focus on relationship-building. 💡 Quality over quantity: Use AI to identify the most promising leads and craft genuinely valuable interactions. 🤝 Enhance, don't replace: The goal is to use tech to amplify our human skills, not substitute them. 📊 Redefine success metrics: It's not just about volume anymore—focus on engagement quality and long-term relationship building. This shift presents both challenges and opportunities for founders and product builders. How do we create solutions that leverage AI while preserving that crucial human element? How do we build tools that enhance, rather than replace, genuine human connection? 🤔 The answer: Use AI not as a replacement for human interaction, but as a powerful tool to augment our capabilities. It should handle routine tasks and provide deeper insights, freeing up our teams to do what humans do best: Understand nuanced needs, provide strategic value, and build lasting relationships. ❤️ I’ll link Austin’s blog in the comments for folks who want to learn more. 🔗 I’d also love to hear your thoughts: How are you navigating the balance between automation and human touch in your business?

Most brands drown in the process of personalizing too much. I recently worked with a brand that went super deep into this, making users create detailed customer profiles through their pop-up with specific interests. Their welcome series was completely segmented, if you clicked on "couches," you'd only see couch-related content throughout the entire sequence. Most people would think this hyper-personalized approach is “cutting edge”, and leave it alone. This left a TON of revenue on the table since it limited their brand discovery. After looking at the data, we tested a different approach right away. We featured best sellers of the brand, highlighting each of them with individual product categories underneath the existing segmentation. By keeping the personalized elements but introducing best-selling products across categories, we significantly lifted engagement and revenue metrics. It’s simple: - Customers don't always know your full product range - Limiting visibility to one category restricts discovery - Your best-sellers have proven market engagement regardless of initial interest - Site exploration leads to higher average order values The welcome series absolutely crushed it with this strategy. We also found that their original strategy worked better in the post-purchase flow. Customers are more inclined to accept other offers of the same category after they purchased a product, rather than getting bombarded with 100 different couches at the beginning. The key takeaway here is to test the balance between personalization and data. Testing will always be King. Don't always assume that extreme personalization is always the answer, sometimes a hybrid approach delivers the best results.

Now, you can instantly create disappointing customer experiences at scale!" said no martech vendor ever. Yet I see so many brands doing exactly that. I think about this as the jockey and the horse. AI is your thoroughbred racehorse: powerful, fast, and tireless. But without an expert jockey (that's you and your team), that horse won't win races. The jockey sets the strategy and guides the horse to victory. If the input is weak, AI just scales the noise. Your technology can trigger messages with precision, but only humans add the empathy that makes customers feel valued. The numbers don't lie: 71% of customers will walk away after just two bad experiences. Here's what works: 1. Start with emotion, not just action. When building automation, focus on how you want customers to feel. 2. Create strategic human checkpoints. This isn't about approving every message; it's about guiding your AI thoroughbred through the critical turns. 3. Invest in training your "jockeys." Help your team lead systems that move faster while maintaining your brand's humanity. About 84% of customers say being treated like a person, not a number, is what wins their business. Winning companies aren't just deploying faster technology; they're developing better jockeys. Ever had an automated message miss the mark? Or a win where adding human touch really paid off? Tell me about it! #CustomerExperience #Personalization #MarketingAutomation

Scaling a business feels like a sprint. There's always more: leads to contact, deals to close. But here’s the risk no one talks about: 1. When everything is automated, do we lose what makes us human? 2. Does efficiency come at the cost of connection? I’ve faced this challenge firsthand. My first instinct was to automate everything. But the results? Flat responses, disengaged leads, and a feeling that I was just adding to the noise. Here’s what I learned: 1. Automate the repetitive, never the relationship. Let tech handle the mundane so you can focus on building trust. 2. Save time, reinvest it in personalization. Use that extra time to write thoughtful messages that actually resonate. 3. Leverage AI as your assistant, not your voice. Let it enhance your insights, not replace your authenticity. The result? Faster workflows, deeper connections, and better outcomes. It’s not about choosing between automation and personalization—it’s about using them together, strategically. How do you balance these two? #automation #sales #leadgeneration #marketing