RegionSoft CRM Media<\/b><\/a><\/noindex> \u2014 a powerful CRM for media holdings and outdoor advertising operators; a true industry solution with media planning and other capabilities.\n<\/li>\n<\/ul>\nHow could this even happen?<\/h2>\n \nAutomation tools for any business have become technologically and financially accessible, and many business owners have started viewing them as a kind of cargo cult: if everything is done by robots and programs, there will be no mistakes, everything will be smooth and wonderful. Some executives look at technology as if it were a living entity, and vendors often encourage this misconception: CRM will sell itself, ERP resources will allocate themselves, WMS will bring order to your warehouse\u2026 This understanding of automation has proven dangerous for those who have become its blind devotees. Ultimately, a company recklessly buys up everything that can replace people and\u2026 ends up with a completely paralyzed IT infrastructure.<\/p>\n
What are the dangers of hyper-automation?<\/h2>\n \nHyperautomation refers to the automation (of production, operational activities, analytics, etc.) that leads to inefficiency. This situation often arises when the automated process does not take the human factor into account.<\/p>\n
The brains are drying up.<\/h3>\n \nMachine learning and artificial intelligence (ML and AI) have already found applications in industry, security, transportation, and even in large ERP and CRM systems (deal scoring, customer journey prediction, lead qualification). These technologies solve not only quality and safety control issues but also engage in distinctly human tasks: monitoring other equipment, managing mechanical machines, recognizing and utilizing images, generating content (not in the sense of articles, but in terms of necessary fragments for operations\u2014sounds, texts, etc.). Thus, while previously operators worked with CNC machines and became more skilled from incident to incident, the role of humans is diminished, and the qualifications of those same masters in the industry sharply decline.<\/p>\n
Charmed by the possibilities of ML and AI, entrepreneurs forget that this is just code created and written by people, and the code will execute with precision and \"from this point to that point,\" with no deviations whatsoever. Consequently, across all fields\u2014from medicine to your office work\u2014the flexibility of human thinking, the value of cognitive functions, and professional expertise are lost. Imagine the outcome if pilots from a \"cornfield\" relied entirely on autopilot? Similarly, in business\u2014only human thinking is capable of creating innovations, methodologies, cleverly adapting, and efficiently working within the \"human-human\" and \"human-machine\" systems. Blind reliance on automation is not advisable.<\/p>\n
And don't mix things up in the code, okay?<\/i><\/p>\nIt's a bit inhumane.<\/h3>\n
\nSurely, there's no one among Internet users who hasn't encountered bots at least once: on websites, in chats, on social media, in the news, on forums, and specifically (with Alice, Siri, Oleg, finally). And if you haven't experienced this fate, surely you've interacted with phone robots. Indeed, the presence of such electronic operators in business helps lighten the load on managers' work, making it simpler and more efficient. However, this seemingly innocent technology, which small businesses have also embraced, turns out to be not so straightforward.<\/p>\n
Now let's ponder a rather commercial and even PR-related issue. Here\u2019s your company; it has a wonderful website \u2014 there\u2019s a chatbot on the site, a chatbot in the help section, on the phone a robot + IVR, and accessing a live person is difficult. So it turns out that the face of the company becomes... a robot? In other words, it becomes faceless. And you know, there's a certain trend in the IT industry to humanize this new face. Companies are creating a technological mascot, giving it charming traits, and presenting it as an assistant. This is a dreadful trend, hopeless, based on a deep psychological dilemma: how to humanize what we ourselves have stripped of humanity?\u00a0<\/p>\n
The client wants to control the process of communication with the company, wanting a real person with flexible thinking, not this \u2018please rephrase your request once more.\u2019\u00a0<\/p>\n
I'll provide an example from life.<\/p>\n
Alfa-Bank has a very good online chat in their mobile app. At its inception, there was even a post on Habr that highlighted the humanity of the operators \u2014 it looked impressive, interacting was pleasant, and friends repeatedly expressed their enthusiasm about it in Runet. Unfortunately, now more and more often the chatbot responds based on keywords in the query, which creates an unpleasant feeling of being abandoned, and urgent issues are taking longer to resolve.\u00a0<\/p>\n
What was good about Alfa's chat? The fact that a human is at the center, not a bot. Clients are tired of robotic, mechanical communication \u2014 even introverts. Because a bot is... stupid and soulless, just an algorithm.\u00a0<\/p>\n
Hyper-automation of customer communication leads to frustration and loss of loyalty.\u00a0<\/p>\n
Processes for the sake of processes<\/h3>\n \nAutomation is tied to individual processes within the company \u2014 and the more processes that are automated, the better, as it frees the company from the problems of routine tasks. However, if there are no people behind the processes who understand how they work, what principles are at their core, and what limitations and failures may occur, the process will hold the company hostage. That\u2019s why it\u2019s often better if processes and automation are handled not by external consultants, but by a working group within the company in collaboration with the system developer. Yes, it is labor-intensive, but in the end, it is reliable and effective.<\/p>\n
If you have well-established processes but no one who understands them, any failure will lead to downtime, dissatisfied customers, and missed work tasks \u2014 it will turn into complete chaos. Therefore, it is essential to develop internal expertise and appoint process holders who will oversee them and implement changes. Automation without human involvement, especially in a company\u2019s operations, is still of limited capability.<\/p>\n
Automation for the sake of automation is a dead end, offering neither profit nor benefit. If, against this backdrop, you find yourself wanting to reduce staff because \"something will do everything by itself,\" the situation will only get worse. Therefore, it is crucial to find a balance between automation, a valuable tool of the 21st century, and people, our most precious asset of the time.\u00a0<\/p>\n
In short, I'm done \ud83d\ude09\u00a0<\/p>\n
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