Human touch: Wave of the future for lead generation

By Shahnaz MahmudAugust 27, 2014

In this digital world, where is the human element? Eighties pop star Rick Springfield might have something to say about that (remember his hit song “We All Need the Human Touch”?) It’s still very much a part of the main equation, despite the growing use of robots and drones. We all know innovation is at the heart of everything. And that sentiment surely was not lost in one of the final sessions rounding out LeadsConNY, but equally was the importance of the human touch. The session was called “Lead Gen, Part 2: Exploring New Models in Lead Generation: Opportunity Through Technology.”

Will Weinraub, CEO of Live Ninja, first addressed a common theme in the lead generation industry, illustrating how often the client’s first impression, well, sucks, because the forms that need to be filled out are so cumbersome. Weinraub’s version? The screen then called up photos of himself at home with his family, something he communicated was “human and natural.”

“Insurance [as an example] isn’t a pleasure buy, you have to make it convenient,” he said. Weinraub hit home the point that you are asking your customers to do a lot to get to the “click here, call back.” And as the main goal is to get the customer on the phone immediately, there is a dire need to eliminate the complexity.

Customers need to feel empowered, to do that easy access is critical.

By way of example, Weinraub pointed to Amazon’s Kindle Fire HDX. A new feature served as its game changer for sales. Amazon implemented a “May Day” button, which gives way to a live person on call to help 24/7. Amazon CEO Jeff Bezos called it “the greatest feature we’ve ever made.”

Weinraub seemed in awe of this feature. “Empower the customer – allow them to connect at the highest point of intent,” he said. “We believe real-time technology is the future.”

It’s something right on the ‘bleeding edge,’ as Weinraub said it’s not something you could do a mere eight months ago. Today, at the conference, Weinraub debuted his company’s new feature: Call Ninja, based on click-to-call, which takes the customer straight through to the carrier. It, too, is grounded in the “highest point of intent” and can be used on any device, from mobile to tablet and more.

It’s the ability for customers to connect as fast as possible that is paramount, he reiterated.

Weinraub had some interesting parting comments. “In the future, there will be no more B2B or B2C,” he said. “ It will [look more like] H2H, human to human. Companies that make this a priority will succeed in the future.”

 

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