When It Comes to Automation, Make Sure a Human Can Listen

A company recently announced a funding round for its self-guided apartment touring technology. Landlords and property management personnel can pre-record narration, explaining features, and allowing potential renters to take tours during the day or after hours.

Absolutely technology could enable entrance to a given apartment and direct a possible customer through the space, all without adding additional staff. It seems like an automatic win with a clear return on investment. Like many other robotic and “AI” driven systems to remove the burden of interactivity and the cost of human personnel.

Customer service in whatever form it takes has a broader and deeper reach than many people recognize. The representatives — called so because they are stand-ins for the company as a whole and are perceived as such — are there to hear concerns, stories, questions, complaints, and confusion. Their work includes lending an ear, solving problems, explaining the obscure, being a guide, and often acting as a friend.

But there is a large loss in the process. A skilled salesperson understands how to read consumers, whether taking note of appearances, watching body language, reacting to vocal tone, juggling unexpected questions, and drawing out reactions for greater understanding. It’s intellectual and emotional work that can’t be adequately done by technology.

They are the point of communication. Is someone dissatisfied with a product? Maybe there is a solution or workaround that can keep the customer from walking away permanently or returning a product. The rep might learn something important, especially talking to multiple people every day, and passing that along to the rest of the company. Again, it’s far from everything being the product a simpler recorder could never do. A person can fix a complaint or disappointment, which leads to much stronger company-customer relations. This is true across all industries and needs, including multifamily and CRE in general. Automation in any form is never complete enough. It can help, but it cannot replace humanity.

It is hard to completely resist new technology, nor should you. However, implementation and integration with your business processes are primary. If you cannot find a way for new tech to supplement what you do and act as a tool, you perhaps should not try to use it.