Power to the people: 4 business functions needing human insight

With advanced algorithms and other digital tools that determine everything from your customers’ salary to their food preferences, it may feel like robots are running the marketing world.

Don’t believe it. Sure, business is a science, but it’s also still an art. The corporate world may be lulled into believing machines can solve every business problem, but they can’t replace human beings, their capacity for emotional insight and their ability to connect the dots. We’re losing sight of that if we rely too much on numbers at the expense of sensory information, human analytics and plain old common sense.

Some crucial business functions that require human insight?

– Empathetic customer service. In a list of 10 customer care trends last year, Xerox subsidiary WDS stressed the growing demand for service that transcends the robotic. The term “relationship building” is so prevalent that a whole industry is growing around customer relationship management (CRM) platforms. But especially when it comes to B2B, creating a loyal, long-term client base involves much more than sophisticated software; it requires the nurturing of customers to gain their trust and respect. “This approach toward proactive, personalized and considerate customer care will go from a differentiator in 2015 to the norm in the years to come,” predicts the study. “Agents will increasingly exercise their human compassion, empathy, ability to work with the customer, for the customer — and make decisions based on brand values, with the support of smarter and more flexible care systems and tools.”

– Data interpretation. Machines can generate copious data, but companies still need qualified analysts to identify patterns, sift demographics, compare ROI and make conclusions about the big picture. That’s partly why global demand is rising for statisticians; the Bureau of Labor Statistics expects the profession to grow by 34 percent (10,100 jobs) between 2014 and 2024.

– Problem solving is considered the most complex of all human intellectual functions. While computers can simulate the human thought process, they can only follow a particular algorithm or commands provided by humans — they are not able to process what’s really going on. Simply put, they lack the ability to consider all the challenges a company faces and brainstorm creative solutions for addressing those issues.

– Effective client meetings. Experts say up to 93 percent of communication is nonverbal, and business transactions conducted in person can allow you to pick up on nonverbal cues, create trust, converse “off the record,” move beyond small talk and foster the sense of a shared mission. An Oxford Economics study of business professionals determined that in-person meetings were 85 percent more effective than virtual meetings when talking to new prospects — 65 more effective for existing clients.

Today’s analytical tools provide a wealth of statistical information useful to business. But if your staff is overly dependent on data, it may be time to step off the digital bandwagon and take a look at how they’re using their advantages as human beings.

Learn more about data integration at http://www.dial800.com/data-integration/.