Whether we like to admit it or not, automation plays a major role in our 21st-century lives. From marketing automation and email apps to Siri and Alexa helping us schedule our calendars to smart homes turning our lights on and off. Not to mention the technology that enables your car to almost park itself or remind you of a vehicle in the blind spot.
If we accept that automation is in our personal lives, why are so few companies really optimising it for business? It comes down to the simple fact that business owners want to be in control. They want to create, manage and adapt customer experiences themselves as some believe that marketing automation is less personable.