“Automation” gets thrown around like a dirty word when used in relation to your business:
- “I don’t want to automate customer service, I hate not talking to a real person.”
- “I don’t want to automate emails, they’ll lose their personal feel.”
- “I won’t automate these fulfillment workflows, I want to be sure they’re accurate.”
Too often, we equate automation with call menus — “press 4 if you want me to repeat these options…” — which can be frustrating to work with as a customer. But automation doesn’t have to be synonymous with poor quality and impersonality. It is an investment: automating parts of your business is a way for you to purchase attention, so you can focus on other parts of your company.
As a business owner, maximizing your time spent on innovation or high-impact tasks helps you dedicate time to improvement and growth. Most merchants need to focus on a niche or USP to compete in eCommerce, and hone in on building a brand around what makes them unique. Automating lower priority tasks means you and the people who work for you can spend your time focusing on the things that will really help you compete.