The other day, I had a conversation with a prospect who was looking to improve their customer experience. As we discussed their challenges and goals, I was reminded of something rather unexpected: Olive Garden.
Now, regardless of what you might think about their food, Olive Garden had one of the best brand mottos around: “When you’re here, you’re Family.” That simple line became a cornerstone of their brand identity and resonated with customers in a powerful way. It was repeated in advertisements, conversations, and even memes, reinforcing a sense of connection. And of course, those never-ending breadsticks didn’t hurt either.
But this got me thinking: so many companies today are trying to recreate that kind of emotional connection with their customers. They’re investing heavily in customer success and experience teams, pouring time, money, and resources into making sure their customers feel valued and supported. Yet, despite these efforts, many still struggle to achieve that “family” feeling Olive Garden effortlessly conveyed.
The Automation Trap
As businesses grow and scale, there’s a tendency to rely more heavily on automation. After all, automation can be a huge time-saver, and when done well, it can create efficiency in customer interactions. But when it comes to customer experience, there’s a fine line between efficient and impersonal.
Many companies turn to long, automated touchpoint sequences—emails, chatbots, and carefully timed follow-ups—to simulate a personalized experience. These can often be 10, 15, or even 20-step processes designed to keep the customer engaged. While automation has its place, especially in larger organizations, the risk is that it can start to feel too robotic. Customers may go through all the right steps, but they’re left feeling like just another number in the system.
This is where many businesses miss the mark. People don’t want to feel like they’re interacting with a machine. They want to know that there’s a real person on the other side, ready to help when they need it.
The Human Touch: More Important Than Ever
I tell most of my prospects and customers the same thing: no matter how good your automation is, people still crave human connection. When they have a question or a problem, they want to know there’s a real person they can talk to, not just an endless loop of FAQs or scripted responses.
It’s never been easier to create content that feels personal and authentic. Take video, for example. With today’s tools, it’s incredibly simple to produce engaging, real-time content featuring your employees. These videos can be used across the customer journey—from onboarding and product demos to customer support and even loyalty programs.
What’s great about video is that it humanizes your brand in a way that written content or automated responses just can’t. Customers can see the faces behind the business and get a feel for the people they’ll be interacting with. It creates an immediate sense of trust and connection that’s hard to replicate through other means.
Putting the “Family” Back in Customer Experience
At the end of the day, customer experience isn’t just about checking boxes or following processes. It’s about making your customers feel valued, heard, and supported. It’s about showing them that they’re more than just a sale—they’re a part of your company’s story.
So how can you create that “family” feel that keeps customers coming back? Here are a few simple strategies:
- Invest in Real-Time Interaction: Offer live chat or phone support where customers can reach a real person when needed. Quick responses and personalized assistance go a long way.
- Use Video to Personalize the Journey: Incorporate short, personalized videos from your team throughout the customer’s journey. This could be in the form of welcome messages, product tutorials, or even personalized thank-you notes.
- Engage on a Human Level: Even if you use automation, always look for ways to inject a human element. Customize messages to reflect the individual customer’s needs and preferences.
- Create a Culture of Care: Empower your employees to genuinely care about the customer’s experience. Encourage them to go above and beyond when solving issues or providing support.
Conclusion
In a world where automation is becoming the norm, it’s more important than ever to maintain a human touch. Customers want to feel like they matter, and they want to know that behind every interaction, there’s a person who genuinely cares about their success.
The companies that can master this balance—using technology to enhance, not replace, human connection—will be the ones that stand out. So, how are you making your customers feel like part of the family?
