As artificial intelligence continues its rapid development and takes on increasingly prominent roles in our day-to-day jobs, the importance of human relationships is being, and will only continue to be, amplified more than ever before. While AI excels at speed, data processing and handling repetitive tasks, it lacks the core human attributes that build true client loyalty and drive nuanced, high-value outcomes.
The Need For Human Nuance
No one can doubt that AI does many things very well, but it cannot forge or maintain long-lasting personable connections. The future success of client-facing professionals and businesses hinges on their emotional intelligence; the ability to understand and share the feelings of others, be self aware and generally have good people skills. Fail in this field and as time goes on, so will client retention. Succeed, however, and you can supercharge the capabilities and efficiencies that come with the benefits of AI; ensuring that clients love you when things are going well and stick around when they’re not.
Listening Is More Important Now Than Ever
The art of listening is not going anywhere.
Being able to actively listen to a client and fully understand the why behind what they’re saying and how they’re saying it is an art form that, again, AI can’t replicate fully. It might be able to identify a complaint from a meeting transcript, but a person with high EQ can get to the underlying sentiment there and then.
People Do Business With People
Cliche or not, it’s true.
Whilst AI might be able to analyse website purchase history data, pull market-specific trends or help enhance cutting-edge creative, it can’t read the sometimes subtle, occasionally non-verbal and typically nuanced cues that signal emotions ranging from dissatisfaction to excitement. When a client faces a complex problem or is dealing with frustrations, they need the empathy and reassurance that only a human can provide. Those in client-facing roles and organisations must excel at providing this authentic experience, ultimately showing that they care so much that they see themselves (and therefore the agency) as an extension of their client’s business.
Genuine Human Connection
This forms part of the bigger picture of relationship management; using social awareness and empathy to inspire trust and influence positive outcomes that lead to long-lasting and fruitful relationships
Self-awareness, self-management, social awareness and relationship management are all distinctly human skills that become exponentially valuable when interacting with clients; something that - for now - are gifts that are equal parts irreplaceable and essential. When a client sees an account manager or a member of the client services team show genuine empathy, it puts them at ease instantly.
The Growthcurve Difference
I’m constantly blown away by how good the work is that we put out for our clients utilising AI here at Growthcurve - across growth marketing campaigns, design and production. As AI continues to soar in its capabilities and as companies become more efficient for using it, the one area they can’t afford to scrimp on is strong client relationships built on rapport, active listening and ethical judgment.
This is something we do really well - we create a competitive advantage that no algorithm can replicate; a combination of world class AI adoption and innovation and strong client relationships. Where an AI agent is a powerful tool for gathering insights and automating mundane tasks, a human agent - if you will - focuses on moments that matter; strategy, relationship and where necessary, crisis management. The best collaboration and the future of client services is a powerful hybrid of leveraging AI and perfecting human connection.
