Information technology has changed the way the world conducts business. A letter that once took weeks to get from Point A to Point B is now delivered instantly with a mere push of a button.

Automation has also made it possible for small businesses to streamline their processes, get a handle on their overhead, and improve their profitability.

While automation can be a time saver and convenience maker, don’t underestimate the power of personal touch. Isn’t it nice to know there is a real human being behind the email or recorded phone message?

My clients discover the productivity and profitability benefits of automating and systematizing their business. They have also found that the human touch is the secret ingredient to growing their client and customer base.

To balance my client’s experience, I combine automation, systematization, and the human touch. There are many ways that I practice this approach and it has a distinct advantage.

One way I’ve combined automation, systematization and the personal touch is through my monthly random calls. I don’t have a fancy name for it – I just call it my random client calls.

Here’s how it works (and how it would work for your business, too!)

1. Automate

When someone engages my company’s services, whether it is registering for one of our online programs, requesting a customized team building, or enrolling in one of our mentoring programs, they will often interact with one of our automated systems at some point.

They might receive instant access to a program they just enrolled in and receive a personalized message that welcomes them. Even though some messages are automated, this is a great way to instantly connect with your new client by adding your own special touch to your message, perhaps even asking a question to get a conversation started.

2. Systematize

Each month, I have an assigned appointment time to randomly call on any new clients who enrolled in one of our programs. With a recurring appointment set on my calendar, it ensures that this important connection point with my clients happens consistently.

3. Add A Personal Touch

Whether I leave a message, have a five-minute chat on their experience with the webinar, or answer a pressing question, these calls have made a world of difference. I find out about their registration experience, how the curriculum is working, and answer questions that help better serve them. It’s easy, too, because I get to work with some of the coolest business owners.

The distinct advantage to this 3-step approach is that we have built in a personal touch point. Now, when we interact through email, they know there’s a real person reading their responses.

What’s the other benefit to adding a personal touch?
You get to hear firsthand how your systems, processes and programs are working (or not). If not, then you know exactly what needs to be improved.

Whether you are a start up or a second-stage business, you may find opportunities where automation and systematization enhance your customers’ experience. This is particularly true when you’re already at capacity and automation helps to provide a higher level of customer service.

Additionally, you may also find it helpful to add a personal touch to your existing automation. It could simply mean making quick phone calls.

There’s always room for improvement. In your business, where could you automate, systematize, and add a personal touch?

Author's Bio: 

Lisa Mininni is the best-selling author of Me, Myself, and Why? The Secrets to Navigating Change, President of Excellerate Associates, and Founder of The Excellerate Success Institute, for entrepreneurial and leadership development. Business owners who want to learn about her revolutionary systems approach to profitability can pick up her free eBook, Get More Clients Now! 3 Steps to More Clients, More Money, and A Business You Love at