Have you ever received a sales call from a telemarketer who sounded a little too perfect to be a human? Have you felt the unease, discomfort or sensed the distrust, talking to a voice pretending to be a real person when you know it is not? And then you moved on to speak to a robotic IVR voice on a call to your bank and felt perfectly comfortable as it helped you navigate through a series of checks on personal information before revealing your account details?
What about all those emails of newsletters,offers etc in your box, pretending to be from a William, Susan, Sushma or Raj when it was quite obviously sent by a robot… ? Haven’t you felt exasperated by all the show and the pretense and felt like saying,”Oh please, enough of the pretense, I know this is an automated message and I really don’t care if it is, as long as you give me the information I need!”
A company that openly reveals the use of robots to respond to messages,on the other hand, conveys transparency in its operations and generates trust. After all you do receive automated bank statements -with significantly more confidential data– from robots and the fact that these are also sent from auto responders definitely doesn’t bother you.
Yet, marketers continue to send automated mailers sent from obviously fake names.So why do marketers continue to send mails from proxy ids pretending to be people while constantly denying the use of robots? It isn’t as if the use of autoresponders is illegal!
The set idea that messages or interactions with prospects must originate from a real person to establish authenticity and to guarantee an ‘open’ is responsible for this thinking; the logic being that the use of actual people to write or respond to messages would create a better connect by leveraging the natural human instinct of empathy and intelligence.However, when providing facts, data or content to a new contact how relevant is a human connect? If the information provided is personalized and accurate,who delivers it becomes redundant.And what real value will having a personal id as the sender, add to the messages? We know we don’t need a human to send us a message on our utility or credit card outstanding to establish its authenticity or credentials.All we need is the information-on time and accurate.
The focus of a marketer’s efforts should ideally be not to just push a product or service but to fill a customer need. If an automated software can help a customer with a requirement, connect with a provider that offers a solution, there seems no valid reason to credit a human for the results when it has actually been arrived at with an algorithm. Sending the results from a robot’s id is not likely to devalue the results.In fact a robot generated result can be more accurate based on its ability to sift through copious amounts of data and check with multiple data points.
Email messages that reveal their robot source outright, convey honesty and transparency. It provides an insight into the company’s commitment to openness and earnestness in finding and providing the right solution to the lead to ensure customer delight.The honest approach sets the client customer relationship on the right foot from the beginning.For example,a lead generation platform using automation to send standard emails from a registered bot from address enhances the image of the solution in terms of its transparency – for both, the campaign launching company and the prospect.
In this light, it’s time marketers stopped pretending, and come clean.Let’s call a spade, a spade and a robot,a robot.Shall we?