The incorporation of artificial intelligence into most online processes has led to a growing dehumanization of many digital services. In this context, embracing greater humanization, both online and in person, can become a differentiating factor against the competition.
Higher cost, greater loyalty
It’s true that humanizing processes that are normally automated by AI can involve an additional cost for the company. However, this investment tends to be offset by greater customer loyalty: a closer, more human approach generates greater closeness and preference among customers over other alternatives on the market.
Human traits as a differentiating factor
Scents, colors, personal treatment… these are some of the elements that influence consumers’ experience. Stories, voices, and faces are also meaningful to them, with the human factor being one of the few elements that remains difficult to replicate in a market dominated by AI resources.
This human element makes it easier to build trust in a more natural way, fostering a more stable relationship between company and customer. It also gives SMEs an authenticity they don’t need to simulate: they already possess it intrinsically.
Linked to this humanization, another key aspect is personification: having a point-of-contact person to turn to in case of a problem gives customers a sense of reassurance and support.
Ultimately, fostering human elements, both in the relationship with the public and in the company’s internal dynamics, is key for SMEs to differentiate themselves from large corporations. This human factor is a valuable asset that ranges from direct contact to highly personalized attention, and it can make the difference compared with larger companies.
SMEs thus have a competitive advantage over large companies: the ability to offer closer attention tailored to each customer, something that large corporations, due to their scale and volume of operations, can hardly replicate with the same level of personalization.
If you want to work on humanizing your brand and leveraging that close treatment as a differentiating factor, request advice and the Galicia Economic Office will help you design a strategy that highlights the human factor of your SME.
