The power of personal touches (even when done at scale)

We’re drowning in digital.

Emails, Slack pings, push notifications, and AI-generated messages are flying at us 24/7. And most of it is ABSOLUTE GARBAGE. Like light it on fire and throw-it-into-the-abyss level bad.

That’s why the best brands (the ones building truly great experiences) are going back to the basics. Not by ignoring tech, but by using it to deliver high-impact human touches at scale.

In this week’s episode of the Building Great Experiences podcast, I sat down with David Wachs, Founder & CEO of Handwrytten, to talk about how handwritten notes are making a comeback, powered by robots, automation, and empathy.

Here are the big ideas, and how you can apply them in your own organization 🤘

1. Stand out by being surprisingly human

In a world where inboxes are overflowing and AI can generate emails in milliseconds, a handwritten note feels radically different, because it’s rare, slow, and tangible.

David shared stories of people crying after receiving a note. A piano tuner’s client who displayed their thank-you note on top of the piano for a year. These moments stick. Why? Because they feel thoughtful (even if a robot did the writing).

Putting this into action:

  • Send 10 handwritten thank-you notes to your best customers this month. Handwrite them yourself or use a robot 😉 

  • Look for moments to surprise and delight: when a customer hits a milestone, has a bad experience, or just because.

  • Automate personal gestures. Use Zapier or Lindy to trigger handwritten notes after key events (like a service visit or product delivery).

2. Personalization wins, especially when it’s real

It’s not enough to slap a {FirstName} into an email subject line anymore. People know the difference between lazy automation and something that feels intentional. David calls these “personal snippets,” which is the difference between saying you care and showing it.

Even in bulk outreach, you can inject a real detail: “Congrats on the new job,” “Loved our chat at the dinner,” or “Hope your daughter crushed her recital.”

Putting this into action:

  • Add a column to your CRM or spreadsheet called “Personal Snippet.” Use it to track little details about each customer.

  • When sending outreach (email, handwritten, or even video), pull in a snippet to make it feel personal.

  • Don’t over-automate. Use tools like GPT or Lindy to draft a note, then add your human touch before sending.

3. Make your mistakes right, then go above and beyond

David shared a great example: a snack box company that sends handwritten apology notes and a bonus box when something goes wrong. Turns out, customers who had a problem (and got a thoughtful response) had a higher lifetime value than those who never experienced an issue.

People don't expect perfection, they expect ownership. That’s what builds trust and loyalty.

Putting this into action:

  • Empower frontline employees to fix problems without asking for layers of approval.

  • Use failures as a chance to create even better experiences. Include a note, a discount, or a small surprise gift.

  • Instill a “make it right” mindset in your team. Don’t wait until something breaks.

4. The best experiences start with employee empowerment

At the Ritz-Carlton, employees are trained and trusted to spend money to fix guest problems without needing to ask a manager. That’s not an accident. It’s culture.

David told a story about a hotel maintenance worker who hit the elevator button for him as he passed. A small gesture he still remembers two decades later.

Putting this into action:

  • Train your team to look for the small stuff. Holding a door. Saying thank you. Remembering a name.

  • Give them a budget and authority to solve problems fast.

  • Audit your “employee experience” just like your customer experience. Are your team’s break rooms and policies consistent with the kind of service you want them to deliver?

5. Trust and authenticity will be the ultimate differentiator

AI will keep getting better. Faster. Cheaper. But in that sea of sameness, trust becomes the anchor. Customers want to know you mean it. That there’s a real person behind the message, not just a copy-paste GPT prompt.

David calls it the “full stop thank you.” No coupon code. No upsell. Just gratitude. Because in a world where customers can choose from thousands of options, the fact that they chose you should mean something.

Putting this into action:

  • Audit your comms. How many “thank yous” are followed by “buy this” or “refer us”?

  • Implement a “gratitude track” in your customer journey that’s truly no-strings-attached.

  • Consider a money-back guarantee not just as policy, but as a signal that you stand by your work.

Wrapping up

Want to create insanely great customer experiences? Start by treating people like people. Own your mistakes. Empower your team. Add a human touch even when you automate.

Personalization doesn’t have to mean complex tech stacks or bloated marketing technology tools. Sometimes, it’s as simple as a robot writing a thank-you note that makes someone cry (in a good way).

In a world where AI is doing more of the work, human connection becomes your superpower.

Onward,
Drew

P.S. Don’t forget to check out my free AI North Star Playbook at stealthx.co if you want to go even deeper into building better experiences, faster.