Balancing Automation and Authenticity: A Lesson from Big Dill Pickleball Co.
As CRM strategies evolve with automation and AI-driven insights, one thing remains constant:
The importance of genuine human connection.
At Big Dill Pickleball Co., we’ve experienced firsthand how a simple, personal gesture can leave a lasting impact, even in a world increasingly driven by technology.
Where Automation Meets Emotion
Automation streamlines processes and scales efficiency, but it can also create a gap where warmth and authenticity should live.
I’ve seen this play out before. Years ago, I added handwritten thank-you notes to our high-value customer orders. The result? These notes weren’t just appreciated, they were framed. Displayed on desks. Remembered. Not because they were perfect, but because they were personal.
That same spirit came into play again at Big Dill Pickleball Co.
A customer was disappointed with one of our paddles. Instead of relying solely on automated flows or return emails, I wrote a personal note thanking them for their patience and trust. A few days later, the customer wrote back—not about the paddle, but about the note. It meant something. They felt seen.
The Loyalty AI Can't Manufacture
Technology helps us scale. But it’s how we show up in key moments that drives real loyalty.
- A thank-you note
- A sincere apology
- A well-timed check-in
These small actions communicate care. And in the era of AI, care is a competitive advantage.
We’ve seen this at Big Dill. Customers expect efficiency, but they remember empathy.
A Framework for Balancing Both
Here’s how I think about integrating automation + authenticity:
- Use automation for consistency, efficiency, and scale.
- Reserve human touch for key moments, post-purchase gratitude, issue resolution, surprise rewards.
- Design systems that flag high-emotion interactions so your team can step in personally.
- Build brand voice guidelines that blend empathy with efficiency.
Because even the most sophisticated AI can’t replicate intentional humanity.
Final Thought: Connection at Scale
As we navigate the future of CRM, the question isn’t whether to use automation, it’s how to use it in ways that elevate the human touch.
At Big Dill Pickleball Co., we build for scale. But we’re also building for heart. Because the strongest customer relationships are forged not in systems, but in small, meaningful moments that remind people they matter.
How do you integrate the human touch into your customer interactions?
–– Andrew
