Fundamentals

Consider this ● a local bakery, once bustling with chatty regulars, now primarily takes orders through a sleek app. This isn’t some futuristic fantasy; it’s the reality for countless small and medium-sized businesses. Automation is no longer a distant concept reserved for sprawling corporations.

It’s actively reshaping how SMBs connect with, serve, and ultimately, understand their customers. But to what degree does this technological shift alter the fundamental nature of these relationships?

Automation Enters the Small Business Arena

For years, automation felt like something out of reach for the corner store or the family-run restaurant. It conjured images of massive factories and complex software, not Main Street America. However, the landscape has changed dramatically. Cloud-based platforms, affordable AI tools, and user-friendly software have democratized automation.

Suddenly, SMBs possess access to technologies that were previously the domain of giants. This accessibility represents a seismic shift, putting powerful tools into the hands of businesses that often operate on tight margins and even tighter schedules.

Redefining Customer Interaction ● Efficiency Versus Engagement

One of the most immediate impacts of automation is on customer interaction. Think about chatbots handling initial inquiries, automated email marketing campaigns, or CRM systems Meaning ● CRM Systems, in the context of SMB growth, serve as a centralized platform to manage customer interactions and data throughout the customer lifecycle; this boosts SMB capabilities. tracking customer data. These tools promise efficiency, freeing up human staff to focus on more complex tasks. A local hardware store might use a chatbot to answer common questions about store hours or product availability, allowing employees to assist customers with more specialized needs, like choosing the right tools for a home renovation.

This shift towards efficiency is undeniably attractive, particularly for businesses striving to do more with less. Yet, it raises a critical question ● does this increased efficiency come at the expense of genuine customer engagement? Are we trading personalized interactions for streamlined processes?

The Data Goldmine ● Understanding Customer Behavior

Automation provides SMBs with unprecedented access to customer data. CRM systems, website analytics, and social media monitoring tools offer a wealth of information about customer preferences, buying habits, and pain points. A small online boutique can use website analytics to understand which products are most popular, how customers navigate their site, and where they might be encountering friction in the purchasing process. This data-driven approach allows for a more targeted and informed understanding of the customer base.

Businesses can personalize marketing messages, tailor product offerings, and proactively address customer needs based on concrete data, not just guesswork. This capability to understand customer behavior Meaning ● Customer Behavior, within the sphere of Small and Medium-sized Businesses (SMBs), refers to the study and analysis of how customers decide to buy, use, and dispose of goods, services, ideas, or experiences, particularly as it relates to SMB growth strategies. on a granular level represents a significant advantage in a competitive market.

Personalization at Scale ● A Double-Edged Sword

The promise of automation is often tied to personalization. Imagine receiving a personalized email from your favorite coffee shop, offering a discount on your usual order. Automation makes this level of tailored communication scalable. SMBs can segment their customer base and deliver targeted messages and offers based on individual preferences and past interactions.

A local bookstore could use email automation to recommend new releases to customers based on their purchase history, creating a sense of individualized attention. However, this personalization can also feel impersonal if not executed thoughtfully. Overly aggressive or poorly targeted automated messages can be perceived as intrusive or spammy, damaging customer relationships Meaning ● Customer Relationships, within the framework of SMB expansion, automation processes, and strategic execution, defines the methodologies and technologies SMBs use to manage and analyze customer interactions throughout the customer lifecycle. instead of strengthening them. The key lies in finding the right balance between automated efficiency and authentic human connection.

The Human Touch Still Matters ● Balancing Automation with Empathy

Despite the rise of automation, the human element remains vital in SMB customer relationships. Customers often choose to support small businesses precisely because they value personal connections and a sense of community. While automation can handle routine tasks, it cannot replicate empathy, genuine care, or the ability to build rapport. Consider a local bakery again.

While an app streamlines ordering, the friendly face behind the counter, remembering a regular customer’s name and favorite pastry, still creates a powerful connection. SMBs must strategically integrate automation to enhance, not replace, the human touch. The challenge is to leverage technology to improve efficiency and personalization without losing the authentic human interactions that define small business customer relationships.

Automation reshapes SMB customer relationships Meaning ● Building strong, lasting connections with customers is vital for SMB success, requiring a blend of personal touch and smart automation. by offering efficiency and data-driven personalization, but the human touch remains crucial for genuine engagement and loyalty.

Navigating the Automation Landscape ● Practical First Steps

For SMB owners just beginning to consider automation, the prospect can feel overwhelming. Where do you even start? The key is to approach automation strategically, focusing on areas where it can genuinely improve customer relationships and business operations. Start small, identify pain points, and choose tools that align with your specific business needs and customer expectations.

Implementing a complex CRM system might be premature for a very small business. Instead, focusing on simpler automation tools, such as automated social media posting or basic email marketing, could be a more manageable and effective starting point.

Choosing the Right Tools ● A Practical Guide

Selecting the appropriate automation tools Meaning ● Automation Tools, within the sphere of SMB growth, represent software solutions and digital instruments designed to streamline and automate repetitive business tasks, minimizing manual intervention. is essential for SMBs. There is a vast array of options available, each with its own strengths and weaknesses. Consider these factors when making your choices:

1. Business Needs ● What specific customer relationship challenges are you trying to solve? Are you struggling with managing customer inquiries, personalizing marketing efforts, or streamlining the sales process?
2. Budget ● Automation tools range in price from free to enterprise-level subscriptions. Choose options that fit within your budget and offer a clear return on investment.
3. Ease of Use ● Opt for user-friendly tools that your team can easily adopt and integrate into existing workflows. Complex systems that require extensive training can be counterproductive for small businesses.
4. Scalability ● Select tools that can grow with your business. As your customer base expands and your automation needs evolve, you want solutions that can adapt accordingly.
5. Customer Experience ● Prioritize tools that enhance the customer experience, not detract from it. Ensure that automation improves efficiency and personalization without feeling impersonal or intrusive.

Training and Team Buy-In ● Essential for Success

Implementing automation successfully requires more than just selecting the right tools. It also necessitates training your team and securing their buy-in. Employees may initially resist automation, fearing job displacement or feeling overwhelmed by new technologies. Open communication, clear explanations of the benefits of automation, and adequate training are crucial for overcoming this resistance.

Emphasize that automation is designed to augment their roles, not replace them entirely. Highlight how automation can free them from repetitive tasks, allowing them to focus on more engaging and valuable customer interactions. When employees understand the value of automation and feel equipped to use the tools effectively, adoption rates and overall success significantly increase.

Measuring Success ● Key Performance Indicators (KPIs)

How do you know if your automation efforts are actually reshaping customer relationships in a positive way? Tracking key performance indicators Meaning ● Key Performance Indicators (KPIs) represent measurable values that demonstrate how effectively a small or medium-sized business (SMB) is achieving key business objectives. (KPIs) is essential for measuring the success of your automation initiatives. These KPIs should align with your business goals and customer relationship objectives. Consider these metrics:

• Customer Satisfaction (CSAT) scores
• Net Promoter Score (NPS)
• Customer Retention Rate
• Customer Lifetime Value (CLTV)
• Customer Acquisition Cost (CAC)
• Website Conversion Rates
• Email Open and Click-Through Rates
• Social Media Engagement Metrics

By regularly monitoring these KPIs, SMBs can gain valuable insights into the impact of automation on customer relationships and make data-driven adjustments to their strategies. Analyzing these metrics allows for continuous improvement and ensures that automation efforts are contributing to tangible business outcomes.

Embracing Change ● Automation as an Ongoing Journey

Automation is not a one-time project; it’s an ongoing journey. Technology is constantly evolving, and customer expectations are shifting. SMBs must embrace a mindset of continuous learning and adaptation. Regularly evaluate your automation strategies, seek feedback from both customers and employees, and be willing to adjust your approach as needed.

The businesses that thrive in the age of automation will be those that are not only technologically savvy but also deeply customer-centric, understanding that technology is a tool to enhance, not replace, genuine human connections. The path forward involves a thoughtful and deliberate integration of automation, always keeping the customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. at the forefront.

Strategic Automation For Enhanced Customer Engagement

The initial allure of automation for SMBs Meaning ● Strategic tech integration for SMB efficiency, growth, and competitive edge. often centers on cost reduction and operational efficiency. While these benefits are undeniable, a more strategic perspective reveals automation’s potential to profoundly enhance customer engagement Meaning ● Customer Engagement is the ongoing, value-driven interaction between an SMB and its customers, fostering loyalty and driving sustainable growth. and cultivate deeper, more valuable relationships. Moving beyond basic implementations, SMBs can leverage sophisticated automation strategies to create personalized customer journeys, proactively address needs, and ultimately, foster unwavering loyalty. But achieving this level of strategic automation Meaning ● Strategic Automation: Intelligently applying tech to SMB processes for growth and efficiency. requires a nuanced understanding of customer behavior and a commitment to aligning technology with core business values.

Beyond Efficiency ● Automation as a Customer Experience Differentiator

Efficiency gains represent only the tip of the iceberg when considering automation’s impact on SMB customer relationships. The real power lies in its capacity to transform the customer experience itself. Consider the competitive landscape; customers increasingly expect seamless, personalized, and proactive interactions. Automation, when strategically implemented, enables SMBs to meet and exceed these evolving expectations, setting them apart from competitors who rely on outdated, manual processes.

A local accounting firm, for instance, might use automated appointment scheduling and client portals to provide a more convenient and streamlined experience compared to firms that still rely on phone calls and paper-based communication. This enhanced customer experience becomes a significant differentiator, attracting and retaining clients in a competitive market.

Mapping the Customer Journey ● Identifying Automation Opportunities

Strategic automation begins with a deep understanding of the customer journey. This involves mapping out every touchpoint a customer has with your business, from initial awareness to post-purchase support. By visualizing this journey, SMBs can identify specific points where automation can streamline processes, personalize interactions, and proactively address potential pain points. For an e-commerce business, the customer journey might include website visits, product browsing, adding items to cart, checkout, shipping updates, and post-purchase follow-up.

Analyzing this journey reveals opportunities for automation at each stage, such as automated abandoned cart emails, personalized product recommendations, and proactive shipping notifications. This journey mapping exercise provides a roadmap for strategic automation implementation.

Segmentation and Personalization ● Tailoring Experiences at Scale

Effective customer relationship management in the age of automation hinges on segmentation and personalization. Generic, one-size-fits-all communication is no longer sufficient. Customers expect businesses to understand their individual needs and preferences and to tailor interactions accordingly. Automation empowers SMBs to segment their customer base based on various criteria, such as demographics, purchase history, behavior patterns, and engagement levels.

Once segmented, personalized experiences can be delivered at scale through automated email campaigns, targeted website content, and customized product recommendations. A fitness studio, for example, could segment its customer base based on fitness goals (e.g., weight loss, muscle gain, general wellness) and send automated email newsletters with tailored workout tips and class recommendations for each segment. This level of personalization fosters a stronger sense of connection and relevance, enhancing customer loyalty.

Proactive Customer Service ● Anticipating Needs and Resolving Issues

Reactive customer service, waiting for customers to reach out with problems, is a thing of the past. Strategic automation enables proactive customer service, anticipating customer needs and resolving potential issues before they escalate. AI-powered chatbots can monitor customer interactions in real-time, identifying signs of frustration or confusion and proactively offering assistance. CRM systems can track customer support Meaning ● Customer Support, in the context of SMB growth strategies, represents a critical function focused on fostering customer satisfaction and loyalty to drive business expansion. tickets and trigger automated follow-ups to ensure timely resolution.

A software-as-a-service (SaaS) company might use automated onboarding sequences to guide new users through the platform, proactively addressing common questions and preventing frustration. Proactive customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. not only improves customer satisfaction Meaning ● Customer Satisfaction: Ensuring customer delight by consistently meeting and exceeding expectations, fostering loyalty and advocacy. but also reduces support costs and builds a reputation for exceptional care.

Leveraging AI and Machine Learning ● Intelligent Automation

The evolution of automation is increasingly intertwined with artificial intelligence (AI) and machine learning (ML). These technologies elevate automation beyond simple rule-based processes to intelligent systems that can learn, adapt, and make data-driven decisions. AI-powered chatbots can understand natural language, providing more human-like and effective customer support. ML algorithms can analyze vast amounts of customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. to identify patterns and predict future behavior, enabling even more sophisticated personalization and proactive service.

An online retailer could use ML to analyze customer browsing history and purchase data to predict which products a customer is likely to buy next, offering highly relevant and timely recommendations. Embracing AI and ML unlocks a new level of automation sophistication, transforming customer relationships in profound ways.

Strategic automation for SMBs moves beyond basic efficiency to focus on creating personalized, proactive, and exceptional customer experiences, leveraging data and AI to foster deeper loyalty.

Integrating Automation Across Departments ● A Holistic Approach

Maximizing the impact of automation requires a holistic approach, integrating these technologies across various departments within the SMB. Siloed automation efforts, where marketing, sales, and customer service operate independently, can lead to fragmented customer experiences and missed opportunities. A unified automation strategy ensures seamless data flow and consistent customer interactions across all touchpoints.

Integrating CRM systems with marketing automation platforms Meaning ● MAPs empower SMBs to automate marketing, personalize customer journeys, and drive growth through data-driven strategies. and customer service software creates a 360-degree view of the customer, enabling coordinated and personalized communication Meaning ● Personalized Communication, within the SMB landscape, denotes a strategy of tailoring interactions to individual customer needs and preferences, leveraging data analytics and automation to enhance engagement. throughout the entire customer lifecycle. This cross-departmental integration breaks down silos and creates a more cohesive and customer-centric organization.

Data Privacy and Ethical Considerations ● Building Trust

As SMBs collect and utilize more customer data through automation, data privacy Meaning ● Data privacy for SMBs is the responsible handling of personal data to build trust and enable sustainable business growth. and ethical considerations become paramount. Customers are increasingly concerned about how their data is being used, and breaches of trust can have severe consequences. SMBs must prioritize data security, comply with relevant privacy regulations (such as GDPR or CCPA), and be transparent with customers about their data collection and usage practices.

Implementing robust data security measures, providing clear privacy policies, and offering customers control over their data are essential for building and maintaining trust in an automated world. Ethical automation Meaning ● Ethical Automation for SMBs: Integrating technology responsibly for sustainable growth and equitable outcomes. practices are not just about compliance; they are about fostering long-term, sustainable customer relationships Meaning ● Building lasting, beneficial customer bonds for SMB growth through ethical practices and smart tech. built on mutual respect and transparency.

Measuring ROI and Optimizing Automation Strategies

Demonstrating the return on investment Meaning ● Return on Investment (ROI) gauges the profitability of an investment, crucial for SMBs evaluating growth initiatives. (ROI) of automation initiatives is crucial for justifying these investments and securing ongoing support. SMBs need to track relevant metrics, not just at the individual tool level, but also at the overall customer relationship level. Measuring improvements in customer lifetime value, customer retention rates, and customer satisfaction scores provides a holistic view of automation’s impact. Regularly analyzing these metrics, identifying areas for improvement, and optimizing automation strategies Meaning ● Automation Strategies, within the context of Small and Medium-sized Businesses (SMBs), represent a coordinated approach to integrating technology and software solutions to streamline business processes. are essential for maximizing ROI.

A restaurant chain, for example, might track customer spending and frequency of visits before and after implementing a loyalty program driven by automation, measuring the program’s impact on customer behavior and revenue. Data-driven optimization ensures that automation investments are delivering tangible business value and contributing to long-term growth.

The Future of SMB Customer Relationships ● Human-Augmented Automation

The future of SMB customer relationships is not about replacing human interaction entirely with automation; it’s about human-augmented automation. Technology will continue to handle routine tasks, data analysis, and personalized communication at scale, freeing up human employees to focus on higher-value interactions that require empathy, creativity, and complex problem-solving skills. The most successful SMBs will be those that strike the right balance between automation and human touch, leveraging technology to enhance human capabilities and create truly exceptional customer experiences.

This human-augmented approach recognizes that technology is a tool to empower human connection, not to diminish it. The focus shifts to empowering employees with automation to build even stronger and more meaningful relationships with customers.

Table ● Strategic Automation Tools for SMBs

The Algorithmic Embrace ● Quantifying Automation’s Relational Transformation

Beyond operational efficiencies and enhanced customer journeys, automation instigates a fundamental shift in the very architecture of SMB customer relationships. This transformation extends into the realm of algorithmic governance, where data-driven insights and automated systems increasingly mediate interactions, shape perceptions, and ultimately, define the contours of customer loyalty. Examining this algorithmic embrace necessitates a critical lens, one that acknowledges both the unprecedented opportunities and the potential relational risks inherent in entrusting customer engagement to automated systems. The extent to which automation reshapes SMB customer relationships is not merely a question of tools and technologies; it’s a profound inquiry into the evolving dynamics of trust, personalization, and human agency in an increasingly automated commercial landscape.

Algorithmic Mediation ● Reconfiguring Customer Interaction Paradigms

Automation introduces algorithmic mediation Meaning ● Algorithmic Mediation for SMBs: Strategically leveraging algorithms to automate, personalize, and optimize operations for enhanced efficiency and growth. into the SMB-customer dyad, altering the traditional paradigms of interaction. Human-to-human exchanges, once the cornerstone of SMB relationships, are increasingly supplemented, and in some cases supplanted, by algorithm-driven interfaces. Chatbots, recommendation engines, and automated customer service portals act as intermediaries, filtering and shaping customer experiences. This algorithmic mediation is not inherently negative; it offers scalability, efficiency, and data-driven personalization previously unattainable.

However, it also raises critical questions about the potential for algorithmic bias, the erosion of human empathy, and the subtle yet significant shifts in power dynamics within customer relationships. The very nature of communication, feedback, and resolution is reconfigured through these automated channels.

Datafication of Relationships ● Quantifiable Metrics of Customer Sentiment

Automation thrives on data, leading to an increasing datafication of customer relationships. Every interaction, transaction, and online behavior becomes a data point, contributing to a quantifiable metric of customer sentiment, engagement, and loyalty. Sentiment analysis tools, CRM analytics, and predictive modeling algorithms transform qualitative aspects of customer relationships into measurable variables. While this datafication provides valuable insights for optimizing customer strategies, it also risks reducing complex human relationships to simplistic numerical representations.

The richness of human interaction, the emotional nuances of customer experiences, and the intangible elements of trust and rapport can be obscured when relationships are primarily viewed through a data-driven lens. The challenge lies in leveraging data intelligently without losing sight of the inherently human dimensions of customer connections.

Predictive Personalization ● Anticipating Customer Needs Before Articulation

Advanced automation, particularly when coupled with machine learning, enables predictive personalization. Algorithms analyze vast datasets to anticipate customer needs, preferences, and even future behaviors before customers explicitly articulate them. Personalized product recommendations, proactive service suggestions, and targeted marketing messages are delivered based on these predictive insights. This level of anticipation can create highly convenient and relevant experiences, fostering a sense of being understood and valued.

However, it also raises ethical considerations about data privacy, algorithmic transparency, and the potential for manipulative personalization. The line between helpful anticipation and intrusive prediction can be blurred, requiring SMBs to navigate these ethical complexities with careful consideration and customer-centric principles.

Algorithmic Bias and Fairness ● Ensuring Equitable Customer Experiences

Algorithmic systems are not neutral; they reflect the biases embedded in the data they are trained on and the design choices of their creators. This inherent bias can lead to unfair or discriminatory customer experiences, particularly for marginalized groups. If customer data used to train automation algorithms disproportionately represents certain demographics or reflects existing societal biases, the resulting automated systems may perpetuate and amplify these inequalities. Ensuring algorithmic fairness Meaning ● Ensuring impartial automated decisions in SMBs to foster trust and equitable business growth. and mitigating bias is crucial for SMBs committed to equitable customer relationships.

This requires careful data auditing, algorithm transparency, and ongoing monitoring to identify and rectify potential biases in automated systems. Fairness in algorithmic design is not just an ethical imperative; it’s a business necessity for building inclusive and sustainable customer relationships.

The Erosion of Spontaneity ● Standardized Customer Journeys

While automation promises efficiency and consistency, it also carries the risk of eroding spontaneity and genuine human variability in customer interactions. Standardized customer journeys, pre-defined response scripts, and automated workflows can create a sense of rigidity and predictability, potentially diminishing the authenticity and human connection Meaning ● In the realm of SMB growth strategies, human connection denotes the cultivation of genuine relationships with customers, employees, and partners, vital for sustained success and market differentiation. that customers value in SMB relationships. The beauty of human interaction often lies in its unpredictability, its capacity for improvisation, and its ability to adapt to unique and evolving situations.

Over-reliance on rigid automation can stifle this spontaneity, leading to customer experiences that feel transactional and impersonal. Strategic automation must be designed to allow for human flexibility and spontaneity, ensuring that automated systems augment, rather than replace, the nuanced and adaptable nature of human interaction.

Advanced automation reshapes SMB customer relationships through algorithmic mediation, datafication, and predictive personalization, demanding careful consideration of ethical implications, algorithmic bias, and the preservation of human spontaneity.

Human Oversight and Algorithmic Accountability ● Maintaining Relational Integrity

In an increasingly automated landscape, human oversight Meaning ● Human Oversight, in the context of SMB automation and growth, constitutes the strategic integration of human judgment and intervention into automated systems and processes. and algorithmic accountability Meaning ● Taking responsibility for algorithm-driven outcomes in SMBs, ensuring fairness, transparency, and ethical practices. are paramount for maintaining relational integrity in SMB customer interactions. While automation systems can handle routine tasks and data-driven processes, human judgment, empathy, and ethical considerations remain indispensable. Establishing clear lines of responsibility for algorithmic outcomes, implementing human review processes for critical automated decisions, and fostering a culture of algorithmic accountability are essential for mitigating risks and ensuring that automation serves to enhance, not undermine, customer relationships. Human oversight provides a crucial check on algorithmic systems, ensuring that they align with business values, ethical principles, and the overarching goal of fostering positive and sustainable customer connections.

The Shifting Power Dynamic ● Customer Agency in Automated Systems

Automation can subtly shift the power dynamic in SMB customer relationships. While automation aims to empower businesses with efficiency and data-driven insights, it can also inadvertently diminish customer agency and control. Customers may find themselves interacting with automated systems that are opaque, inflexible, or unresponsive to their unique needs. Ensuring customer agency in automated systems requires transparency, control, and options.

Providing customers with clear explanations of how automated systems work, offering choices about their level of interaction with automation, and ensuring readily available human support channels are crucial for maintaining a balanced and empowering customer experience. Customer agency is not just about control; it’s about fostering a sense of partnership and mutual respect within the automated relationship.

The Long-Term Relational Impact ● Cultivating Algorithmic Trust

The long-term impact of automation on SMB customer relationships hinges on the cultivation of algorithmic trust. Customers must trust that automated systems are fair, reliable, and designed to serve their best interests. Building algorithmic trust Meaning ● Algorithmic Trust for SMBs is justified confidence in ethical, beneficial algorithms, driving growth and customer loyalty. requires transparency in data usage, accountability for algorithmic outcomes, and a demonstrable commitment to ethical automation practices. When customers perceive automated systems as opaque, biased, or manipulative, trust erodes, potentially damaging long-term relationships.

Conversely, when automation is implemented transparently, ethically, and with a clear focus on enhancing the customer experience, it can foster a new form of algorithmic trust, strengthening customer loyalty Meaning ● Customer loyalty for SMBs is the ongoing commitment of customers to repeatedly choose your business, fostering growth and stability. in the digital age. Algorithmic trust becomes a critical asset for SMBs navigating the evolving landscape of automated customer relationships.

List ● Ethical Considerations in SMB Automation

1. Data Privacy ● Protecting customer data and complying with privacy regulations.
2. Algorithmic Transparency ● Ensuring customers understand how automated systems work and make decisions.
3. Algorithmic Fairness ● Mitigating bias and ensuring equitable experiences for all customer segments.
4. Human Oversight ● Maintaining human control and accountability over automated systems.
5. Customer Agency ● Empowering customers with control and choice in automated interactions.
6. Purposeful Automation ● Ensuring automation serves to enhance customer relationships, not just efficiency.

Table ● KPIs for Algorithmic Relational Health

References

• Brynjolfsson, Erik, and Andrew McAfee. The Second Machine Age ● Work, Progress, and Prosperity in a Time of Brilliant Technologies. W. W. Norton & Company, 2014.
• Davenport, Thomas H., and Julia Kirby. Only Humans Need Apply ● Winners and Losers in the Age of Smart Machines. Harper Business, 2016.
• Eubanks, Virginia. Automating Inequality ● How High-Tech Tools Profile, Police, and Punish the Poor. St. Martin’s Press, 2018.
• O’Neil, Cathy. Weapons of Math Destruction ● How Big Data Increases Inequality and Threatens Democracy. Crown, 2016.