Column originally published in Revista Mercado by Natalia Vivas.
In the constant pursuit of operational optimization and cost reduction, many companies have fallen into the temptation of delegating their entire communication to automated tools and impersonal chatbots. However, trading efficiency for coldness destroys the connection with the client.
- The danger of depersonalization: Reducing customer service and institutional contact to robotic responses generates immediate rejection and fatigue in audiences seeking real solutions and human empathy.
- Efficiency vs. Value connection: Technology should be a support for internal productivity, never a replacement for strategic judgment or a brand's genuine tone.
- Reputation at stake: Maintaining human, approachable corporate communication is the true differentiator in a market saturated with automated messages.
