When Automation Goes Too Far and Falls Short
It’s almost like every company is trying to automate their way to better business results these days. Inboxes are flooded, chatbots ping nonstop, and teams lean on algorithms to do the heavy lifting. But here’s the thing, when every message feels like it’s been spit out by a robot, people start tuning out.
The problem is clear: too much automation, not enough humanity.
It’s a bit like going to a party where everyone’s glued to their phones. Sure, there’s a lot of noise, but no one’s actually connecting.
Real Talk, Real Outcomes
The answer isn’t to ditch technology altogether.
Instead, it’s about finding the right balance. Tools like PhoneBurner, 2025 Sammy Award winner, and ARMORⓇ spam protection help teams dial responsibly and get more calls answered. Blasting calls faster and faster doesn’t get you there. You’ve got to focus on quality, cutting out the spammy stuff and making sure every call feels personal.
Chris Sorensen, CEO of PhoneBurner, put it this way:
“We try to be that piece of software that if you’ve got a quota, we want you to get it eliminated as soon as possible, but in a way that’s respectful and human.”
The result?
More live conversations, better answer rates, and a lot less wasted time.
The Power of Human Relationships
It’s not just about closing deals. Strong business relationships drive real success. In fact, 84% of B2B decision-makers say that solid relationships are what make the difference between a good year and a great one.
When buyers feel like they’re talking to a real person, not a bot or high-pressure salesperson, they’re more likely to listen, trust, and ultimately buy. Chris emphasized this point:
“It’s about being responsible with dialing, making sure every call is meaningful, and not just another number in the system.”
Keep It Human
At the end of the day, the best business results aren’t about the fanciest tech or the most automated workflow. It’s about making real connections. Whether it’s a phone call, a face-to-face meeting, or a thoughtful email, the human touch is what sets businesses apart.
Chris summed it up:
“It’s not about the tools you use, it’s about how you use them to connect with people.”
So next time you're tempted to automate a task, ask yourself: does this interaction benefit from a human touch? If the answer is yes, that's where to invest your time. Save the automation for everything else.