The Dead Nerve of Marketing — How Automation & Isolation is going to be the end of us all…

My brand new MacBook had a fault and the way Apple Support dealt with me left me with a lasting impression of what we lost along the way and didn’t even notice.


So, I had this brand new MacBook and after being thoroughly wowed and starstruck for the first few days I set out to get my new MacBook some new accessories, it included a lot of things like usb hubs, cover, bag and a magnetic charger that makes charging really easy.

Little did I know that these magnetic chargers can cause one of your USB-C ports to completely die out!

Well after a lot of trial and error I found my way towards apple’s live chat and this was the absolute first time that I had ever spoken to Apple’s live chat, I was expecting a super technical person to show up and solve my issues as these companies usually do but this was different, they were more human than I was expecting…They treated me like a human being and kept cheering me on through the solutions that were possible, no matter what I threw at them, their responses were NOT robotic or pre-made as many companies usually practice, they were friendly, nice and helpful, 
I felt as if I was actually talking to a real person — This is the part where I started realising what I had been missing out on as a consumer all along…actual human beings and actual connections.

Even though they couldn’t solve my issue over the chat because it’s now a hardware fault, I feel absolutely no anger towards the product or their brand because of how my anger and confusion was addressed by their live chat. I guess I was just so glad and somehow happy that I got to speak to a real human being that definitely exists and talks the same way a friend of mine would talk to me, that I forgot about any anger or confusion I had…

Automation is taking over customer relations and marketing departments around the world and even though it helps companies run on leaner budgets and somewhere along the line as these automated processes were taking over, we as consumers accepted it as it kept being practiced by every company/organisation….Think about it for a second, the banks you call because of a problem you don’t fully understand, the phone manufacturers you contact because your product is doing something it definitely shouldn’t, the online live chats you engage in every week because of a product or service related issue, most if not all of those people are talking like dead and lifeless robots, they give you automated responses and offer partial solutions and bureaucratic processes as an alternative and an excuse to why you can’t get what you want, the worst part is that almost all of those responses are by real people….that is what they are trained to do because if the answers are predictable and same for every customer, it can be automated with a few lines of code.

It doesn’t matter what line of work you are in and what level of the ladder you have achieved in your career, we are all consumers before we are marketers, advertisers, social media specialists, developers, customer relationship warriors or the thousand other amazing things we are achieving as a part of the human race.

The we way think about growth and scalability needs to change because the way current processes are being formed and implemented have a huge dead nerve that will resonate in the generations that are coming ahead of us. Automation processes are removing the human essence of a connection from the equation and as if our technology isn’t already isolating us even more, the processes that fuel companies and organisations to fuel this technological era forward is creating isolation itself in the name of efficiency.

This is not about Apple, it’s about knowing what it means to connect with another human being, to understand what they are going through and offer your time to ease their agitation just a tiny bit as human beings. Working together, talking to each other and understanding each other is what got us this far and in my honest opinion I don’t think our path would remain the same nor our goals if we forget what made us great.