BY BETTY MURAMBADORO
“Being “craveable” means people want to work with you again and again because of those elements that cannot be automated”. – Jessika Phillips
IN this fast-paced changing world, I often ponder what exactly will last and transcend generations. What are some of the past and current elements of our lives that are timeless and likely to remain relevant in future generations to come, regardless of technological advancement?
I am excited about each new Artificial Intelligence (AI) tool I grasp, and the resultant efficiencies associated. The challenge remains in how I should complement this with sharpening the human-centric capabilities necessary in entrenching relationships.
Often, we celebrate the outcome or reaching our destination but devote little time in discussing how the experience of getting there was. The experience created as we are progressing to that destination, leaves an impression. So, it’s not about just getting to the destination, but ensuring that we carry the “right aroma” in-between the processes leading to the desired outcome.
Flashing back to my childhood years, I recall the homes we so eagerly wanted to visit over and over again every school holiday. These were not sophisticated homes at all, but how we were received, the experience, the outcome of the visit and how we were made to feel, motivated us to frequent those homes.
The hosts had mastered the art of making our visits worthwhile by making us feel wanted. This reminds me that meaningful relationships are built with intention and care.
Although the subject of relationship marketing has several elements, the ultimate focus is on long term customer loyalty, anchored on trust, lasting business partner satisfaction and genuine communication, instead of once-off transactional relating.
In the biblical context, the aspect of relationship resonates, particularly where promises were made. There had to be some form of real relationship or covenant justifying making a demand on execution of the promises.
Repeatedly, there are statements across multiple books of the Bible on how certain outcomes were delivered to the then descendants, simply because of the relationship the forefathers had enjoyed with the Creator.
Those who deeply understood the depth of the relationship would unapologetically make demands on fulfilment of the promises made, which were eventually delivered on. So, the subject of relationship marketing dates back to time immemorial.
During my early days in the marketplace, I had a line manager who reiterated that it did not matter how intellectually gifted one was, but failing to develop a rapport with the team and business partners would render you an undesirable member of staff.
Relationship marketing skills were viewed as pivotal in long term sustainability of the business. We therefore intentionally included, in the performance scorecard, a values-based multi-rater system that allowed peers to assess each other’s relational skills.
Fast forward to the modern day marketplace, what is the relevance of these soft skills in a world that is rapidly going digital? The human connection remains complementary to the efficiencies technology brings.
Human interaction exposes real-time observable feelings, enabling one to adjust a selling tactic accordingly, to suit the situation. When you are present physically, you can react to signals instantly as you converse with the business partner.
The spontaneity that human connection brings, can complement what has been programmed in AI. We can, for instance, program AI to write a report or develop a strategy but for us to then adjust to each business partner’s personality, we require human touch and emotional intelligence.
I have seen generic letters sent to individuals, correctly addressed to each individual by name, but what lacks in most cases is a “customised language” or choice of words unique to each individual’s taste.
We hear quite often that people do business with people they like. The timelessness of relationship marketing, in my view, holds. As we embrace technological advancement, let us be mindful of the human-centric elements of relationship marketing that can make a difference.
It could be simple actions, such as the smile that convinces a prospective business partner to seal the deal. Or perhaps that very action of walking your business partners to their car is the game-changer.
Perhaps it is that quality of your handshake that leaves one confident that you mean what you say. Maybe it’s your mannerisms and etiquette that exude respect, professionalism and make you such a pleasure to be with.
Being invited to a heart-to-heart conversation does not just happen. It is earned. When they say “hire for attitude and train for the skill”, this corroborates the value placed on soft skills, and room to still train for the technical capabilities.
I am glad that this 12th article has allowed me to explore how human centric capabilities can and should remain relevant in the advent of increased automation. I draw the following insights:
- Learn to use both technology and human-centric capabilities. They complement each other.
- Study relationships. Identify the iconic and signature features of each relationship. Whatever ethically holds the relationship together should not be neglected.
- Understand your audience. The level of sophistication varies from individual to individual. For some, simplicity still delivers.
- Understanding AI is good, having human relationship marketing skills is even better, but to have both is best. Be versatile.
I look forward to exploring further, the impact of AI on human-centric relationships. Let us not be afraid of AI but be very mindful that humans with AI competency will certainly make a difference.
Given two candidates, both with AI competencies, the competitive edge resides in the one with relatable personality and acceptable attitude.
l Murambadoro is executive director, Corporate and Investment Banking at Stanbic Bank Zimbabwe.