Five things we'd never automate

We automate for a living, so it might surprise you that we turn work down. Some jobs are better done by a person, and pretending otherwise costs trust that's hard to win back.

1. Complaints from upset customers

An automated reply to an angry customer almost always makes things worse. We'll route complaints faster and give your team the full history, but a person writes the reply.

2. Diagnosis and legal advice

We automate booking, forms and reminders for clinics and law firms every week. We never let software give an opinion on someone's health or legal position.

3. Hiring, firing and hard conversations

Scheduling interviews, yes. Deciding who gets hired or delivering bad news, never.

4. Final pricing on big jobs

Quotes for standard work can be generated automatically. Anything large, unusual or relationship-defining should be priced by someone who knows the client.

5. Thank-you notes to your best clients

This one's personal. The notes that matter most are the ones that took effort. Automate the reminder to write them, not the writing.

The rule of thumb

If getting it slightly wrong would embarrass you, keep a person in the loop. Automate the preparation, not the judgement.