Your family is your business’s greatest asset and source of strength

by Joe Domaleski | Jun 12, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

I’ve been thinking a lot lately about what matters most in life. This past weekend, my daughter Tori got married in a beautiful wedding ceremony near Park City, Utah. It seems like not too long ago, Mary Catherine and I walked down the aisle. Years have passed, the kids have grown up, and now I’m the father of the bride – twice over, since my oldest daughter Alex married last year. Family gatherings and events have a way of putting things into perspective. To further add to that perspective, I’m writing this article on Sunday night underneath a sky full of stars a few hours south of the wedding venue in the desert town of Moab, Utah. With stars overhead and family in my heart, I thought I’d share some thoughts about the importance of family in your business pursuits.

Joe and Mary Catherine Domaleski stand with their daughter Tori and new son-in-law Jake on their wedding day. 6/10/23. Photo/Alex Domaleski

In my very first column, I shared my reasons for starting a business twenty years ago. At the very top of the list was the desire to spend more time with my family. Not only that, but I also believed that business ownership would better position me to make more money for my family. I was wrong on both accounts. In fact, I had it backwards. As it turns out, my family has been my biggest asset and source of strength.

Emotional support: During challenging times, your family provides a reliable support system unlike any other. Their understanding, encouragement, and reassurance can help you stay resilient and motivated in the face of business obstacles. They offer a listening ear and a shoulder to lean on when you need to vent or seek guidance. My spouse has been my biggest emotional support system, and my adult children often surprise me with their ability to provide support for their old man.

Shared vision: Most families share similar values, beliefs, and long-term goals. Even when families develop differences of opinion about certain beliefs over time, they still have that common upbringing to relate to each other. When your family shares your entrepreneurial journey, they can better understand your aspirations, which fosters greater support and commitment from them.

Practical expertise: Family members often have a wide range of skills and expertise that can be valuable to your business. Whether it’s financial management, marketing, or operations, tapping into their knowledge and experience can save costs and enhance efficiency. My daughter Tori worked in our business during college, and her graphic design skills earned her a spot on the team. My daughter Alex has provided sound business advice and suggested client opportunities. My son’s athletic pursuits have helped me foster business connections that lead to new accounts. My wife is a co-owner of the business.

Trust and loyalty: Family members inherently have a deep-rooted trust and loyalty towards one another. This trust extends to your business, creating a solid foundation built on unwavering support and commitment. With family by your side, you can rely on their unwavering dedication and loyalty, providing stability and confidence as you navigate the challenges of entrepreneurship. Money can buy you many things in the business world, but it can’t buy you trust and loyalty. Your family is loyal to you with no strings attached.

Resilience: Just like the marriage vows, families stick together through good times and bad. That doesn’t mean families don’t go through hard times – they do. Most healthy families overcome challenges and bounce back. You can quit a job or close a business, but you can’t fire your family. Overcoming challenges in my family and emerging stronger on the other side has made me a better business leader.

I could probably keep writing about this topic well into the night. Although my iPad battery has plenty of charge left, the desert night here in Moab is starting to cool off, so I better wrap this up.

I pray that my newlywed daughter Tori finds as much strength and support in her marriage as I have found in mine. My marriage has produced three wonderful children, now adults, who have supported and encouraged me, along with their mother, every step of the way. They have talked me out of bad decisions and applauded my good decisions. They have supported me when I’ve made mistakes and understood me during tough times. They have provided a shoulder to cry on when no one else would listen or care. My family has been the greatest asset and source of strength for my business. I couldn’t have come this far without your love and support. Thank you, family. I love you all more than words can express.

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

The Murph Challenge – why I completed it and some reasons you should too

by Joe Domaleski | May 29, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

Over the Memorial Day weekend, my wife Mary Catherine and I completed the Murph Challenge. The Murph Challenge is an annual fitness event and tribute workout that honors Lieutenant Michael P. Murphy, a Navy SEAL who lost his life in combat in Afghanistan in 2005. This formidable challenge entails a demanding sequence of exercises: a one-mile run/ruck, 100 pull-ups, 200 push-ups, 300 squats, and another one-mile run/ruck. The original workout was designed to be performed while wearing a 20-pound weight vest. Beyond being a physical test, the Murph Challenge serves as a profound way to honor Lieutenant Murphy and all those who have served in the armed forces, commemorating their sacrifices.

Joe Domaleski, CrossFit PTC owner Ric Thompson, Mary Catherine Domaleski. Photo/Submitted

CrossFit PTC owner Ric Thompson invited us to join his crew to participate in this grueling event. Celebrating his 15th year in business, Ric is an outstanding example of a veteran who has continued to serve our area through business and community leadership. Similar Murph Challenges occur across the county every year during the Memorial Day Weekend. Proceeds from the Peachtree City event benefited two excellent local non-profits: The Eden Project, a support foundation for veterans, and the Coco’s Cupboard Tails of Hope service dog training program.

Although I was familiar with the Murph Challenge, this was our first time taking it on. People from all walks of life representing a wide range of ages participated in the event. At 55 years of age, I wasn’t the oldest person there, but I was certainly above the median age. Although I consider myself to be in reasonable physical condition, this was definitely a tough challenge. You already know from the title that we finished the challenge, but it wasn’t easy.

Here’s a short one minute video montage of our Murph Challenge experience.

[su_youtube url=”https://youtube.com/watch/?v=VkBMYvk18XU” title=”The Murph Challenge 2023 as experienced by Joe and Mary Catherine Domaleski”]

So, here’s why we completed the Murph Challenge and some reasons you should too:

Provides an opportunity to achieve success beyond money: As business leaders and non-profit executives, a significant portion of our success is often measured by our ability to navigate challenges and attain financial objectives. However, in our community, there is no shortage of wealth and ostentatious displays of affluence. True leadership extends beyond the confines of boardrooms and spreadsheets. The Murph Challenge embodies qualities such as strength, determination, and a commitment to personal growth. Every once in a while, it’s gratifying to accomplish something that doesn’t come with a monetary return on investment. Completing the challenge will undoubtedly leave you with a sense of accomplishment (and perhaps some muscle soreness).

Builds fortitude through physical challenges: Engaging in intense workouts like the Murph Challenge not only enhances our physical strength but also cultivates mental resilience. By conquering physical challenges, we train our minds to overcome obstacles, maintain focus under pressure, and embrace discomfort. These qualities directly translate into our leadership roles, empowering us to tackle difficult decisions, adapt to changing circumstances, and inspire our teams to reach new heights of achievement.

Gives us the opportunity to embrace sacrifice and honor service: The Murph Challenge goes beyond being a mere fitness endeavor; it serves as a powerful tribute to the sacrifices made by our brave servicemen and women. By participating in this challenge, we pay homage to the memory of Lieutenant Michael P. Murphy and all those who have selflessly served in the armed forces. It instills within us a profound sense of gratitude and serves as a reminder of the core values that underpin our society—courage, selflessness, and unwavering dedication. As business leaders, we have the privilege to lead by example, demonstrating our unwavering commitment to honoring and supporting those who safeguard our freedoms.

Fosters camaraderie and team spirit: Participating in the Murph Challenge offers a distinctive opportunity to cultivate camaraderie and team spirit among all participants. While there’s certainly nothing wrong with enjoying a community golf tournament (and I’ve participated in my fair share of them), it would be truly inspiring to witness more business and community leaders uniting to take on a challenge such as this. By bringing together individuals from diverse backgrounds, the challenge fosters a shared sense of purpose, rallying participants towards a common goal. During our local challenge, we experienced an incredible sense of shared purpose as we toiled together towards our individual goals.

Promotes growth and resilience in our community: By undertaking the Murph Challenge, you embody a growth mindset that consistently seeks new challenges and embraces the power of continuous improvement. This commitment holds incredible potential to inspire and uplift individuals facing adversity in profound ways, particularly within the veterans community. Aside from Ric and myself, we were privileged to witness many other veterans participating in the challenge. Taking on this formidable test symbolizes resilience, serving as a reminder to struggling veterans that the pursuit of self-improvement and the pursuit of excellence extend far beyond their active service.

Supports worthy causes: The tipping point that led us to register for this year’s challenge was the knowledge that our efforts would provide financial support to two exceptional non-profit organizations. I began this list of reasons with the mention of money, and I’ll conclude it with the same. There’s certainly nothing wrong with attending black tie charity events to raise funds—we, too, actively participate in such events and will continue to do so. However, the Murph Challenge offers a unique and special way to contribute to worthy causes. Instead of simply donating money to attend a fancy dinner, we willingly paid money to have the privilege (and it truly was a privilege) of pushing ourselves physically and breaking a sweat! It’s an opportunity that goes beyond monetary donations and allows us to actively engage in physical exercise while supporting causes close to our hearts.

As I write this article, I’m still sore from the weekend – but it was worth it. Our community needs to see it’s leaders not only in tuxes and gowns, but also in the front leaning rest position (the push-up position). As business and community leaders, we have the opportunity to inspire others, support worthy causes, and honor the sacrifices of our servicemen and women. By embracing the Murph Challenge, we cultivate resilience, foster camaraderie, and exemplify a growth mindset that extends beyond the boardroom. Let us continue to push our limits, uplift those in need, and embody the spirit of determination and service. Together, we can make a lasting impact, both in our own lives and in the lives of others.

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

Honoring sacrifice: how Memorial Day can inspire business and community leadership

by Joe Domaleski | May 22, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

For most people, Memorial Day has become the official start of summer. Although Memorial Day and summertime have become associated in popular culture, they hold vastly different meanings. While summertime symbolizes graduations, relaxation, leisure, and a break from the routines of daily life, Memorial Day carries a much deeper significance. It is a day of solemn remembrance, a time to honor and pay tribute to the brave men and women who made the ultimate sacrifice in service to their country. Memorial Day is not Veteran’s Day; we will celebrate that later this year. As a veteran myself, I am reminded of fallen heroes I knew who are no longer with us.

Memorial Day serves as a powerful reminder of the cost of freedom and the selfless devotion exhibited by those who have laid down their lives. It is a time for reflection, gratitude, and recognition of the sacrifices made by our military personnel. It also provides an opportunity for individuals to become better leaders. Let us explore how Memorial Day can inspire and shape us into more compassionate, engaged, and effective leaders within our communities. While summer vacations offer an opportunity for rest and rejuvenation, it is essential to remember the true purpose of Memorial Day and ensure that the sacrifices of our fallen heroes are never forgotten.

Here are some ways Memorial Day can inspire business and community leadership:

Cultivating a Sense of Gratitude:
Memorial Day prompts us to reflect upon the sacrifices made by our fallen heroes. It reminds us that freedom and prosperity come at a cost. As business and community leaders, we can draw inspiration from the selflessness and courage exhibited by our fallen heroes. By recognizing and acknowledging these blessings, we can approach leadership with humility, empathy, and a deep appreciation for the individuals and resources that contribute to our communities’ well-being.

Honoring Commitment:
Commitment is a fundamental quality for leaders. Memorial Day underscores the unwavering dedication demonstrated by service members who willingly put their lives on the line for their country. It reminds us of the importance of staying committed to our vision, goals, and the well-being of our organizations, even in the face of challenges. By embodying the commitment exhibited by fallen soldiers, leaders can inspire their teams and foster a culture of perseverance and loyalty.

Fostering a Spirit of Service:
Service is a core principle of Memorial Day. It compels us to give back to our communities and honor the legacy of those who served. As leaders, we can draw inspiration from this spirit of service and actively seek out opportunities to make a positive impact. Whether through volunteering, organizing community events, or supporting local initiatives, Memorial Day serves as a reminder to lead by example and contribute selflessly to the betterment of our neighborhoods and beyond.

Embracing Diversity and Inclusion:
Memorial Day transcends boundaries and unites people from all walks of life. When I was in the Army, I was taught that we were not defined by our race or ethnicity but by our common purpose and camaraderie; we weren’t black or white, we were all green! Memorial Day serves as a powerful reminder that the sacrifices made by military personnel were not limited to any particular group or background. As community leaders, we can learn from this inclusivity and strive to create welcoming environments that embrace diversity. By valuing and respecting the unique perspectives, experiences, and contributions of all community members, we can foster an atmosphere of unity, understanding, and collaboration.

Promoting Education and Awareness:
Memorial Day offers an opportunity to educate and raise awareness about the sacrifices made by service members. As leaders, we can take this occasion to engage in meaningful conversations and educational initiatives that highlight the importance of military history and the impact it has on our communities. By promoting a deeper understanding of the sacrifices and challenges faced by those who served, we can foster a stronger sense of appreciation and empathy among community members.

Inspiring Civic Engagement:
Memorial Day serves as a reminder of the profound impact that individuals can have on their communities and nation. It inspires leaders to encourage civic engagement and active participation in democratic processes. By promoting our right to vote, advocating for causes that align with community needs, or even serving on a board or elected office, leaders can channel the spirit of Memorial Day into concrete actions that empower and uplift their communities. Let us not overlook the importance of being informed leaders by taking the time to understand the issues that impact our community beyond simple headlines or memes. It is our responsibility to be well-informed and engage with the complexities of the world we live in.

Besides three-day weekends, sales, and summer vacations, Memorial Day holds significant potential to inspire business and community leaders. As we honor the sacrifices made by our military heroes, we are reminded of the values of sacrifice and commitment that can shape our leadership approaches. Memorial Day inspires us to lead with gratitude, empathy, and a sense of service, both within our organizations and in our communities. By embodying the spirit of Memorial Day, we can foster inclusive and compassionate workplaces, contribute to the betterment of our community, and inspire others to follow in our footsteps.

Let us carry the lessons of Memorial Day throughout the year, continuing to honor the sacrifices of our fallen heroes and striving to be the best leaders we can be. Together, we can build a future that upholds the values for which they bravely fought and sacrificed their lives. Let us carry the spirit of Memorial Day throughout the year and use it as a guiding force in our leadership journeys.

“Greater love has no one than this: to lay down one’s life for one’s friends.”
– John 15:13

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

Finding balance between my work and personal life

by Joe Domaleski | May 15, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

This past weekend was Mother’s Day, and our family enjoyed some quality time together. Although our kids are grown adults, we still enjoy getting together to go on adventures, play games, and dine together. We did all three of those things for Mother’s Day, and it was wonderful. As I reflect back on the weekend, I was reminded of one of the main reasons I started my business 20 years ago – to be able to spend more time with family and have a better work-life balance. Have I achieved that?

Let’s consider what work-life balance even means. To me, it means a harmony between one’s professional or work-related commitments and responsibilities and their personal life – including family, leisure activities, health, and personal well-being. Work-life balance is the ability to effectively manage time and energy between work-related pursuits and personal activities to achieve overall satisfaction in both.

The author Joe (on the right) with his wife Mary Catherine, daughter Alex, and son Stephen. Not pictured: daughter Tori. Mother’s Day dinner 2023. Photo/Joe Domaleski

Achieving work-life balance is subjective and varies for each individual based on their personal values, priorities, and circumstances. For some, it may mean spending more time with family and loved ones, pursuing hobbies and interests, or taking care of physical and mental health. For others, it may involve maintaining a flexible work schedule, having clear boundaries between work and personal life, or having the freedom to pursue personal goals and passions outside of work.

There are some who say that work-life balance is a myth and that it’s impossible to find true balance since life is in flux. They maintain that the hopeless quest to find perfect balance causes stress. Guilt associated with what we think we should be doing to maintain balance can create anxiety. Indeed, anxiety and stress are part of life, but I don’t think that means we should dispense with the concept of balance. The very word “balance” means to put something in a position so that it doesn’t fall, and I think we all try to do that – some better than others.

So, yes, I do believe in work-life balance, and here are some reasons why I think it’s important:

Personal Well-being: Striking a balance between work and personal life promotes physical and mental well-being. It reduces stress, burnout, and fatigue, leading to improved overall health and happiness.

Enhanced Productivity: Taking time for personal activities and self-care rejuvenates people, improves focus, and enhances productivity when they are working. Rested and energized individuals are more motivated and efficient.

Relationships: Work-life balance nurtures relationships with family, friends, and loved ones. Spending quality time with loved ones strengthens bonds and contributes to emotional well-being.

Avoiding Burnout: Imbalance and excessive work can lead to burnout, a state of chronic physical and emotional exhaustion. Maintaining work-life balance helps prevent burnout and its negative effects on health and performance.

Retention and Engagement: Organizations that support work-life balance are more likely to attract and retain talented employees. Employees who feel supported in balancing their personal and professional lives are more engaged and loyal.

It is a simple fact of being a small business owner that I’m rarely not thinking of my business. Even if I’m not physically working on business tasks when the office is closed, I’m often thinking about my work. I love what I do and am constantly thinking about work. Yet, doing that means I’m “always on,” and it’s mentally exhausting. One coping mechanism that I have is to write things down as they pop into my head. In that way, I have a “parking lot” of tasks and ideas to handle later, freeing up my brain to do other non-working things.

Here are some other ideas on how to pursue a better work-life balance:

1. Prioritize and set boundaries: Determine your priorities and allocate time accordingly. Establish clear boundaries between work and personal life and communicate them to others. I freely give out my cell phone number but also ask people to respect my time off – most people do, and I appreciate that.
2. Delegate and outsource: Learn to delegate tasks that can be handled by others, whether it’s hiring employees, outsourcing specific activities, or leveraging technology. We live in an age where it’s easier than ever to delegate tasks to other people, companies, or even AI. Use that when needed.
3. Practice self-care: Make time for activities that promote physical and mental well-being, such as exercise, hobbies, relaxation techniques, and spending time with loved ones. In a previous article, I talked about going outside to enjoy nature and how relaxing that is for me. How do you relax?
4. Maintain a flexible schedule: If possible, have a flexible work schedule that allows for better integration of personal activities and commitments.
5. Utilize technology: Leverage technology tools and apps to manage tasks, streamline processes, and improve efficiency, freeing up time for personal pursuits. One way I do this is to ensure my phone, laptop, and tablet are all synchronized. That allows me to access things conveniently when I need to, although sometimes I do need to remember not to constantly access work files.
6. Disconnect: Establish periods of complete disconnection from work, such as weekends or vacations, to recharge and focus on personal activities without interruptions. This is hard to do when you’re a solo entrepreneur, but it’s not impossible. Get a colleague or family member to keep an eye on things during your vacation. If you’ve grown your business to the point where you have employees, let them keep an eye on the store while you’re away.
7. Seek support and collaboration: Build a support network of colleagues, friends, and family who can provide assistance, guidance, and emotional support when needed. As business owners and leaders, we’re constantly there for other people. Who’s there for you?

Remember, work-life balance is a personal journey, and it may require trial and error to find what works best for you. Regular evaluation and adjustments are crucial to ensure that your work and personal life remain in harmony, allowing you to lead a fulfilling and meaningful life. It’s been said that we “live to work” and “work to live.” How do you balance your work with everyday living?

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]

My thoughts on the cost and value of face-to-face customer service

by Joe Domaleski | May 8, 2023 | Blog, Business, Columnists, Community, News Center, Opinion

Over the weekend, I stopped by a local food establishment with the intention of grabbing a donut and a cup of coffee. Seeing the drive-thru line wrapped around the building, I opted to go inside and place my order since I was in a bit of a hurry. Although I expected a quick and simple transaction since no preparation was required, I ended up waiting 15 minutes for my cup of coffee, even though I received my donut immediately. While I wasn’t pleased with the situation, I understood that getting upset wouldn’t speed things up. Several people were expressing their dissatisfaction to the staff, who politely explained that they were understaffed. Despite the challenges, the staff was doing their best to handle customer orders efficiently. As I observed and waited, I contemplated the value and cost of face-to-face customer service, both from the perspective of a consumer and an employer.

A robot serves dinner to the author at Dua Vietnamese restaurant in Fayetteville, GA. Photo/Joe Domaleski

As a community, it’s essential to consider the value we place on face-to-face customer service. In the not-so-distant past, many industries relied heavily on human interaction—restaurants, retail stores, healthcare providers, financial institutions, support centers, professional service companies, hotels, airlines, entertainment venues, and more. However, in nearly every one of these industries, automation has become a prevalent alternative, offering self-service options without human intervention. Automation can take various forms, such as apps, kiosks, websites, chatbots, or automated phone systems. This shift towards automation is not new and has been occurring for years. Some local businesses even employ robots to deliver food directly to tables, replacing human servers.

While some individuals don’t mind utilizing self-service automation, many people still expect to “speak to a real person.” However, it’s worth considering whether they are willing to pay for that privilege. How much value do we place on having an in-person customer service provider? The truth is, in many cases, automation is more cost-effective than employing human staff. As a consumer, I also prefer interacting with a human representative, but as an employer, I am well aware of the expenses associated with labor. Businesses aren’t necessarily being frugal; they often struggle to find and afford the necessary workforce. A friend of mine who owns a couple of well-known restaurants in the area confirmed that labor shortage is his number one challenge—he simply can’t hire enough people and retain them.

The labor market in the United States has been significantly affected by the COVID-19 pandemic and inflationary pressures. The pandemic resulted in widespread job losses, leading to business closures and disruptions. As the economy recovers, the recovery has been uneven, with some sectors bouncing back better than ever while others, particularly service industries that rely on front-line workers, continue to face challenges. Businesses are still struggling to find qualified talent and manage the associated costs. Inflation further exacerbates the situation for everyone. Speaking from a middle-aged perspective, I am uncertain how young people can afford housing, childcare, and other basic necessities. Inflation affects wages, and those wage increases impact pricing.  Reminiscing about the old days may be therapeutic, but it doesn’t really address the present economic situation we find ourselves in.  How do we balance automated and in-person customer service?

Recently, the editor of this newspaper and I had a discussion about wage inflation. We both agreed that the future model for most industries will involve fewer, higher-paid individuals carrying out the bulk of the work, supported by technology. The challenge lies in maximizing the utilization of scarce and expensive human resources to achieve efficiency and effectiveness. Honestly, this isn’t a new problem. Technological innovations have disrupted certain industries and spawned new ones for hundreds of years.

As a business owner, I have made a sincere effort to hire local talent and prioritize local talent retention. Unlike some counterparts in my industry, I have resisted the temptation to outsource professional services overseas in search of cheaper labor. While we do utilize automation where it makes sense, our primary focus has been on maintaining a traditional model that emphasizes human interaction and activity. This approach has proven successful leading up to and during the COVID-19 pandemic. Now that the pandemic is behind us, there is a growing desire for human interaction. The demand for in-person meetings and conferences has soared. Among the services we offer, in-person meetings with our team are the most expensive. I can easily calculate the cost of each meeting by multiplying the number of employees by their hourly rate. In the past, the phrase “let’s have a quick meeting” wasn’t a significant concern. However, we must acknowledge the economic reality of meeting costs. It is important for me to continue exploring ways to keep expenses down while maintaining the high quality and personalized nature of our services.

Here are some areas where it makes sense to use automation:

1. Routine and repetitive tasks: Automation is ideal for tasks that follow a predefined process or involve routine transactions. A notable example is banks allowing check deposits through smartphone apps.
2. Self-service and convenience: Automated solutions are great when customers prefer self-service and find it easier to handle tasks themselves. Grocery store self-scan lanes and “pay at the pump” gas stations are prime examples.
3. Scalability: Automated systems work well for handling large volumes of mostly transactional activities. Well-designed online stores, though not suitable for every retailer, can help businesses scale their operations and serve more customers compared to brick-and-mortar stores.
4. Research and pattern recognition: Even before the advent of user-friendly Artificial Intelligence (AI) on desktops, many industries have employed automated research and pattern recognition systems. Utilizing computer systems to gather information and conduct research is an excellent application of automation. In fact, automated systems often have the ability to detect trends, patterns, and correlations faster than humans – just ask any stock trader.

Here are areas where in-person customer support is more suitable:

1. Complex situations: Human interaction is valuable when customer inquiries involve complexity or require empathetic handling. Customers appreciate the ability to communicate their concerns, receive personalized attention, and have their unique needs addressed. People are best suited for crafting custom solutions and handling complex problems.
2. Relationship building and selling: Building strong customer relationships and capitalizing on upselling opportunities are better accomplished by human agents. While sales can be automated in some industries, many require human involvement to understand customer preferences, provide personalized recommendations, and establish rapport.
3. Handling exceptional or unforeseen scenarios: Human agents are crucial for addressing exceptional or unforeseen scenarios that fall outside the scope of automation. Complex troubleshooting, unique customer requests, or delicate situations that require judgment, discretion, or emotional intelligence are best handled by skilled human agents.
4. Brand image and reputation: Human customer service plays a vital role in shaping a brand’s image and reputation. Interactions with knowledgeable, friendly, and helpful human representatives contribute to positive customer experiences and differentiate a business from competitors. Human labor enables the personal touch and individualized attention that leave a lasting positive impression.
5. Explaining or interpreting data: While automated systems are proficient at generating reports and analyzing data, people are better suited to explain that data to others. Humans possess the ability to understand the context in which data is presented and provide nuanced interpretations based on interactions with the target audience. A computer lacks the capability to perceive the emotional reaction of people during a presentation.  A real person has awareness of an audience’s reaction and can adapt accordingly.

In short, sometimes using automation is advantageous for cost reduction, while in other scenarios, using human resources is preferable to deliver high-value services. Here’s a personal example. I have been experiencing knee pain for the past few months, and like many people, I turned to the internet to self-diagnose and find a solution. Although I was able to gain some knowledge about my situation, I wasn’t able to accurately identify the problem. Eventually, at the insistence of my wife, I decided to visit a local healthcare provider. They conducted an x-ray and immediately identified the issue. I left the clinic pain-free, finally knowing what was wrong. In this instance, face-to-face customer service was able to achieve what automation couldn’t – it solved my problem. It may not have been inexpensive, but it was incredibly valuable to me.

What value do you place on face-to-face customer service, and are you willing to pay for it?

[Joe Domaleski, a Fayette County resident for 25 years, is the owner of Country Fried Creative – an award-winning digital marketing agency located in Peachtree City. His company was the Fayette Chamber’s 2021 Small Business of the Year.  Joe is a husband, father of three grown children, and proud Army veteran.  He has an MBA from Georgia State University and enjoys sharing his perspectives drawing from thirty years of business leadership experience. ]