Human Service in an Automated World


Over the next five years, "there will be around 10 billion connected devices, millions of autonomous chatbots, trillions of sensors and networks so fast that communication will happen faster than humans can process a single thought," according to the International Telecommunication Union (ITU). Machines will take over many processes and tasks previously governed by humans, But it's during this time of rapid technological advancement that it's important to remember what good service looks like. Because while having the best technology is great, it's not going to pay off in the end if it's not being operated by people you trust. Here is a quick list to consider whether you have the right human partner for your machine needs.

  • Unique programmatic expertise:  Does your provider know how to manage programmatic beyond just a line item, across channels? Do they have access to strong technology, whether their own or a third party's, that is able to be integrated with other systems you are using, like martech? Are they providing continuous optimization and reassessing best practices.

  • Area of focus: If you are a smaller business, you might not need a partner that "does it all." Check if there is a particular focus on performance marketing, certain channels or audience solutions. 

  • Hand-held service: Whether you want managed service or hands-on-keyboard, it's important to know the level of commitment you are getting. Is your partner able to patiently walk you through processes and explain, transparently, where your dollars are being spent and the results?

  • Cadence and type of communications: This is overlooked but important! Will you meet with your partner weekly, biweekly? Will you have a telecommunications channel set up for catch-ups or urgent issues as they come up? What is the schedule of reporting? Knowing how responsive you can expect your partner to be goes a long way toward having piece of mind.


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