In today’s fast-paced digital economy, brands are expected to be everywhere and to communicate with clarity, purpose and empathy. This expectation has given rise to two seemingly opposite forces: automation, which is undeniably essential and allows businesses to reach customers at scale with speed and precision; and storytelling which humanizes brands and builds emotional connections with the audiences ultimately helping build brand loyalty.
Combining the precision of automation with the authenticity of narrative is key. Brands that succeed in doing so can create scalable, yet deeply resonant customer experiences that drive both engagement and conversion.
Disha Bhardwaj, a Senior Manager, Product Support and Partner Strategy at Medallia, with over seven years of experience emphasizes, “When businesses design programs based solely on internal goals without considering consumer behaviour, it can lead to missed opportunities for consumer connection. The same issue applies to brand automation: when automated systems operate without a strong narrative or emotional core, they come across as mechanical and uninspiring. To truly engage today’s audience, we need to acknowledge this behavioural reality.”
Humanised Automation
Just like many technical programs are built around real user behaviour, automated marketing tools also must react dynamically to user interactions. Whether it’s chatbots that memorise customer interactions from the past or an email that changes its tonality based on how a user feels, these nuanced but effective tweaks help build a deeper connection. When guided by behavior, automation turns each interaction into a chapter of an ongoing story, not just a scheduled message.
Storytelling in Action
Every customer service touchpoint is more than a solution—it’s a moment to echo your brand’s voice and values. Every welcome message, helpdesk follow-up, or community interaction can serve as a valuable moment that nurtures brand-customer relationships. When done right, these moments reflect the brand’s values and personality. Disha Bhardwaj approaches support as a narrative engine using each interaction as a chance to gather insights and shape how the brand evolves in the minds of its audience.
Turning Metrics into Meaning
Automation gives brands access to valuable performance data like open rates, sentiment scores, and response times. But real impact comes when these numbers are viewed through the lens of storytelling. Disha Bhardwaj’s scholarly work, “Economic Indicators in Marketing Strategy: The Influence of PR on Business Success,” highlights how perception, shaped through effective storytelling and PR directly influences both consumer behavior and business outcomes. Her research shows that narrative is a creative tool and an economic driver.
Disha Bhardwaj also lends her expertise as an editorial board member for reputable journals and serves as a judge for The Business Intelligence Group’s prestigious Sammy Awards, recognizing excellence in sales and marketing innovation.
Automation amplifies reach; storytelling gives messages meaning. When scripted into an overarching narrative, automation becomes more than process; it becomes personality. Professionals like Disha Bhardwaj, who operate at the intersection of brand story, technical delivery, editorial oversight, and awards-grade evaluation, show what this blend can achieve.
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