Don’t Forget Your Customers In The Rush to CRM

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The father of modern day marketing, Seth Godin recently writes about CRM – customer relationship management. He writes, “It might be more useful to think of our most important work as customer relationship leadership. CRL is voluntary. It’s done with customers and for them, not to them. It’s not an app, it’s a point of view.”

I’ve been a long time proponent of the importance of CRM software and marketing automation software. Such as Keap, Nimble, Zoho, Aweber, Hubspot and so many others. However, Seth’s right. Don’t use all this cool software and forget about the HUMAN connections that are so important.

To serve customers at scale, like an airline, or Amazon or a large ecommerce store, you need good scalable systems. However, remember the human connection and human touch.

My talk, Human Connections in a Digital World is one of the most powerful talks I’ve been in the past few months. If you’re looking for a powerful keynote speaker, get in touch with me about speaking at your next event.

Here’s some ways we can be more human in a digital world:

Write a Thank-You Card

In the age of instant messaging, the act of writing a thank-you card stands out. It’s tangible, thoughtful, and personal. Select a card that resonates with your message, pen your gratitude in your own handwriting, and mail it. This simple gesture can bridge the digital divide, making both the sender and receiver feel a unique, personal connection.

Call, Don’t Text

While texting is convenient, hearing a loved one’s voice over the phone can convey emotions and nuances that text on a screen simply cannot. Make it a habit to call friends or family members regularly instead of sending a quick text. It’s the next best thing to being there in person and adds a warm, personal touch to everyday communication.

Leave a Voice Message

If your call goes unanswered, leave a voice message. This isn’t just about informing the other person that you called; it’s about letting them hear your voice and perhaps even sharing a laugh or a meaningful message. A voice message can be replayed, savored, and cherished, especially in moments when one needs to hear a familiar voice.

Visit Someone in Person

There’s no digital substitute for face-to-face interaction. Make time to visit people, especially those who matter the most to you. Arrange meet-ups, go for coffee, or simply hang out. Physical presence builds relationships in ways that digital interactions can’t match. It’s the gestures, the expressions, and the shared experiences that weave the rich tapestry of human connection.

Pause to Listen

Listening is becoming a lost art in our fast-paced digital world. We skim texts and social media posts, rarely giving full attention. Make a conscious effort to listen—really listen—when someone is speaking to you, whether digitally or in person. Listening shows respect and allows for deeper understanding and connection.

Engage in Community Work

Step away from your devices and get involved in community service or local events. Whether it’s helping at a food bank, joining a clean-up drive, or attending community meetings, being part of collective actions can remind us of the joy and responsibility of being part of a community.

Rediscover the Joy of Physical Books

Switch off your devices and curl up with a good book. The tactile sensation of turning pages, the smell of the paper, and the lack of notifications can provide a relaxing escape from the digital world, enriching your mind and soul in a distinctly human way.

Craft Something by Hand

Engage in crafting, cooking, or any other hands-on activity where you create something tangible. These activities offer a respite from the digital, giving you something you can touch, feel, and even give as gifts to others, fostering a sense of accomplishment and connection.

Play Board Games or Sports

Interactive activities like board games or team sports offer lively personal interactions and can be a fantastic way to bond with family and friends away from screens. They encourage communication, teamwork, and lots of laughter, reinforcing relationships in joyful, shared experiences.

Celebrate Milestones Together

For significant occasions, gather your loved ones and celebrate together in person. Birthdays, anniversaries, graduations—these are moments best shared with warmth and laughter, surrounded by people, not screens.

By integrating these practices into our daily lives, we can reclaim the essence of human connection that the digital world often dilutes. It’s about finding balance and remembering that in the heart of all technology, the truly irreplaceable connections are those that are human.

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