When Sam Altman said AI could be what fuels the first one-person unicorn, I laughed for days. I mean, I get bullish speeches when you need to raise capital, but this is taking it too far.
Is it possible? Sure. An alien invasion is also possible. Probable? Not so much.
But this is not a Sam Altman diss, it’s a reflection on how we treat technology and humans these days. We anthropomorphize tools (do you say “please” and “thank you” when talking to your AI bot?) and we focus on tech features for the sake of tech — with zero regard for the humans who are supposed to use it.
And yes, this is happening in the integration industry too.
Almost everyone seems overly enamored with shiny software at the expense of genuine human connections. Despite the plethora of platforms claiming to streamline integration, most offer little more than a cold, impersonal interface coupled with an alarming lack of meaningful human support.
This obsession with technology often blinds us to a vital component of success: understanding the human experience that underpins every integration effort.
As everything runs on technology, from businesses to households, it becomes all too easy to overlook a fundamental reality: tools are only as effective as the people wielding them.
Ironically, the complexity introduced by these very technologies can create significant barriers to effective integration. When organizations invest in integration solutions, they typically expect these tools to seamlessly connect their systems and enhance their processes.
Yet, without a deep understanding of the human factors involved, those expectations often lead to disappointment.
Let’s unpack this: how can you build an integration platform that truly meets the needs of your users if you never engage with them? The majority of iPaaS providers seem to rely on sterile polls and surveys to gauge customer satisfaction.
While feedback is important, these one-size-fits-all approaches fail to capture the nuanced insights necessary for meaningful improvements. Rather than nurturing relationships with their clients, these companies treat them as mere data points — numbers to analyze rather than people with diverse needs and experiences.
In an age where connectivity is supposed to reign supreme, authentic human interaction is more essential than ever. With the proliferation of intricate technologies, the challenges that organizations encounter during integration are not merely technical; they are profoundly human.
Communication, collaboration, and genuine understanding are paramount to navigating these challenges successfully. Yet, far too many providers neglect this fundamental truth, opting instead to bury their heads in lines of code and flashy marketing campaigns.
A glaring shortcoming in the integration industry is the utter lack of human support. Sure, some platforms boast about their sleek interfaces and powerful features, but when it comes to actual assistance, many iPaaS solutions leave users high and dry.
Most providers offer little more than generic help centers filled with FAQs and automated responses. When real problems arise, clients are often left stranded, attempting to decipher technical jargon without any meaningful guidance.
Consider the plight of a small business trying to integrate their customer relationship management (CRM) system with a marketing automation tool. Armed with a shiny new toolset, they expect a smooth, frictionless integration.
However, without personalized guidance from knowledgeable professionals, they could easily stumble through the process, undermining the potential benefits of their investment. This scenario is far too common and highlights a critical flaw in the integration industry: a fixation on technology while neglecting the very people who rely on it.
Picture this: you’ve just signed up for a new iPaaS solution, excited about the prospect of automating your processes and enhancing efficiency. You’ve combed through the documentation, watched a few tutorial videos, and you’re ready to get started.
But when you hit a snag — perhaps a missing API connection or an unexpected error message — you quickly realize that you’re on your own. The “support” you receive is a labyrinth of poorly written articles, outdated forums, and a chat feature that’s never actually manned by a human.
This begs the question: how can an industry that thrives on connectivity ignore the human element of integration?
The consequences of ignoring the human factor can be severe. Companies that fail to engage with their clients often miss out on valuable insights that could shape the future of their platforms. Feedback is not just a box to check; it’s a vital resource that drives innovation and improvement.
Side note: I mean real innovation, not just adding a new feature no one really needs but, hey, we can increase the price now.
Let’s look beyond those sterile “how would you rate our platform” prompts. What would an integration platform that truly understands their customers’ pain points look like?
To begin with, instead of relying on surface-level feedback, they’d engage in meaningful conversations, asking pointed questions to uncover the root of their clients’ challenges. By collaborating with users, these platforms could create solutions that not only meet technical requirements but also enhance user experience.
When we realized this, our entire business model changed.
We recognize that meaningful engagement with our clients is essential to our success. Our commitment to providing real, human support means that our team is available 24/7 to assist clients with their integration needs.
Whether through email or phone calls, we maintain direct lines of communication. I estimate that we’ve spoken (actually spoken, not collected feedback on a form with 90% of our clients.
This approach allows us to gather invaluable insights that can’t be fit into a form or a poll. In fact, almost all our new features have been suggested by a client during one of these calls.
This way, we don’t just make sure our retention rate is well above industry standard. We know for sure that it’s the only way to attract new clients as well.
At SyncApps, we pride ourselves on our commitment to putting people first. We understand that the key to successful integration lies not just in our cutting-edge tools but in our dedication to delivering exceptional customer support.
Unlike many of our competitors, we prioritize building genuine relationships with our users. We want to know their challenges, their goals, and how we can help them succeed.
This human-centric approach sets us apart in an industry that often seems more interested in technology than in the people behind it.
Our clients aren’t just users; they’re partners in the seemingly endless quest for improved business performance. When challenges arise, we’re there, 24/7.
Truth time: we’re not a nonprofit, so we don’t do all this out of the goodness of our heart. Yes, a 24/7 support department is expensive. Yes we’d have more profit if we killed.
But it doesn’t make business sense to do so.
Investing in human support is not just a feel-good initiative; it’s a savvy business decision. Companies that prioritize customer relationships tend to enjoy higher retention rates, increased customer satisfaction, and ultimately, a more robust return on investment (ROI).
We’re the perfect case study for this. In a world where most users are left to fend for themselves, we take great pride in building real partnerships with our clients.
Oh, did I mention that we do this without coercing people to stay by locking them out of their data if they leave SyncApps? Everyone can access their data, even if they decide to stop using our platform.
You can have the world’s best integration platform but, if no one knows how to fully leverage it, it becomes average at best.
This is our credo and it’s something I stand by, despite what the Altmans of the world say.
I don’t believe in businesses as islands — with as few humans as possible, powered by impersonal chatbots.
Listen, we use AI at SyncApps too, we’re not luddites. Yes, it helps. And yes, people still want to talk to our human-led support department.
In the integration industry, the “battle” is no longer driven by who has the best (most?) features but by who can build a platform that serves the humans using it, not the other way around.
Curious what this looks like from the inside? How we put humans first in a tech company? Try SyncApps for free, what have you got to lose?
