Will AI Kill Customer Loyalty? Nurturing Delicate Relationship Dynamics In Business
- Brainz Magazine
- Mar 25, 2024
- 5 min read
Written by: Magda Kay, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
The efficiency of AI. There’s no denying AI has its perks and can be useful for your business. It can make life easier in a number of ways. But while AI might feel convenient for you, that might not be the case for your customer. As a matter of fact, it could make your customers feel pretty crappy.
Think of yourself in a relationship. Let's say it's your birthday and you’re hoping your partner will do something nice for you. Now imagine they didn't even remember. So they decided to ask their secretary to organize the whole evening and pick up your gift. How would that sit with you? It was convenient for them, but you didn't get the depth and intimacy you were hoping for. You'd probably be happier with a small gift if it was genuine and came from the heart.
Because here's the thing: convenience implies minimum effort. And you know what’s sexy? Effort.
When someone makes an effort for us, we appreciate it. It makes us feel valued. We're more willing to reciprocate. This is common knowledge in psychology. It's called the reciprocity principle.
Doing something for another, whether or not it's convenient for you, is essential for building strong relationships. If you start delegating everything to AI because it's more convenient for you, you're actually showing your customers that you don't care.
Can you build customer loyalty through efficiency?
You may think that at times, your customers want efficiency. Absolutely. And there will be situations where you will need to prioritize that. But what you may not realize is that the price you pay for convenience is the valuable rapport you could build with your customer. Let me give you an example.
Think of a common relationship dynamic. A woman may want her partner to contribute to the household but will often choose to take over a task herself in order for it to be done faster or “correctly”. However, this isn’t healthy for a couple, as men must be able to contribute too. Plus, this prioritization of efficiency could even push a man away. A woman should allow a man to support her, but that means allowing things to take a bit longer or be done in a different way. This creates a healthy relationship where both parties feel needed.
This stands the other way around too. Imagine a woman is distressed and in tears, and you want to support her by giving her advice and finding a solution within 5 minutes. This can’t console her because what she actually needs is the space to talk over maybe 30 minutes. As you can see, the key to a lasting relationship is not efficiency.
And while it has its place in business, a focus on efficiency alone could cost you the very relationships necessary for your company’s survival. From suppliers, to customers, to employees and all stakeholders; at its heart, a successful business exists because of all the people behind it.
Effectiveness vs. efficiency in building rapport
These terms hold different meanings but are often used interchangeably. What’s the difference? Effectiveness implies success at reaching a desired outcome. Being effective is key to maintaining relationships and will allow you to increase customer loyalty. We need our relationships to be effective: respectful, supportive and harmonious.
On the other hand, being efficient involves maximizing your resources. So why am I saying that it hinders relationship building?
Think about your intimate relationships. Would an efficient relationship provoke any desire in you? Would you ever find it sexy to describe yourselves as “efficient in bed”? Probably not, because efficiency is about getting something done as quickly as possible.
It’s about optimizing the resource of time.
When we think of building rapport, of deepening connection, you can see how efficiency is counterproductive. We need to allow for more time. There is no hack to building rapport.
We often overlook that rapport is deepened by making mistakes together, finding solutions together; sharing a journey, a call to adventure. Allowing space for challenges and obstacles to overcome allows our character to be revealed and to connect with others more sincerely. And sadly, efficiency’s focus on getting an immediate answer allows for none of this.
How to use AI in business: finding the sweet spot
The main reason people use AI is in order to be more efficient, which we now know compromises rapport. You may be asking “don’t our customers need efficiency too”? Absolutely, there will be moments when they do. For example, allowing a bot to provide an answer immediately could save time, energy and money on both ends. And while this provides value, what I’m suggesting is that you be very mindful about where you make compromises. It’s about finding the sweet spot on the scale.
This scale should be viewed as a breathing model, a living organism. That means you’ll be moving along based on what's happening in your business in the course of its life. There will be cases where you need to increase efficiency and there will be times where relationship building needs to be your focus.
Frequent tracking is vital for ensuring you stay in that sweet spot. It’s like riding a bicycle; with the goal of moving forward, we attain balance by shifting to the right or left. We remain focused on the path and correct it when needed. And simply put, we need to be agile and responsive in order to allow a business the space to grow.
Your scale, your sweet spot will be defined by you through an ongoing evaluation of what works for you. I don’t have the answer of exactly where you will find the right balance, but there would be no point in that anyway. It’s not an answer that can be given immediately or efficiently, but the humanity of the journey is what will tie you ever more closely to your business and to your customers.
Magda Kay, Executive Contributor Brainz Magazine
Magda Kay is an intimacy expert, certified Tantra teacher, speaker, and author on a mission to help individuals around the world experience more love, pleasure, and intimacy. For almost a decade, her advice on relationship dynamics has helped countless singles and couples alike live more fulfilling and authentic lives in and outside of the bedroom. Magda embarked on a journey of sexual healing that led her to Bali, Nepal, India, and Thailand. She studied Tantra, conscious sexuality, yoga, bodywork, and energy healing, and today she helps to spread these vital Tantric teachings around the world. With a degree and background in business, Magda has a natural gift for translating esoteric concepts into practical ones.
