Create an ecosystem that promotes human connection is technologically and strategically complex, but the benefit is great: to humanize is to connect.
Companies can take advantage of this complex environment to build lasting relationships. How? With a customer-oriented mindset and a technology platform that promotes a closer branding (human branding) than the present one.
Here I list five ways to help marketing and IT professionals on their way to building a solid human foundation with its customers:
Humanize is to connect, not treat the customer as a number
The great publicist David Ogilvy said “the customer is not stupid, it's my wife“. Too many brands treat us like on a first date, asking the same cloned questions to know us better. The customization does not mean that we hounded by internet random recommendations based on our purchase history and searches. It is frankly frustrating. Even after buying a smartphone, the damn remarketing we will be showing us ads until the end of the world (you know, the cookies...).
Brands must find a way to find our uniqueness, as if they were a personal assistant. This particular customer view means extracting information from each online and offline system, and integrate that into a database. Are we different inside and outside Internet? Probably not in our attitude, but in our behavior.
A commitment to simplicity
Why I like Apple products and services? Because, despite its rapid obsolescence, they are simple to use, they work faster and give less problems. Brands need a clear view of the experience that your customers need. And then apply technology to enable and improve. It may seem that customer focus is obvious, but many companies start with technology first and end up investing in services that are not provided. Humanize is to connect, don't forget.
A co-creation, for example, helps generate experiences that reduce barriers and facilitate customer interaction. I advise reading this post the expert Montse Peñarroya called Do you really know what you want your client? Just ask him/her! that icludes excellent examples of co-creation of Lego, Alain Affelou or Banco Sabadell.
Following the definition of Mercedes Fuster from the blog of José Facchin, omni-channel is not working environments with multiple channels, but to do so simultaneously.
The same article highlights three key advantages of omni-channel:
- Online sales complement those in physical store
- The Omnichannel trade promotes cross-border sales
- The Omnichannel strategy is key to reach the "super buyers"
In this HubSpot article We can inspire us with omni-channel examples of companies like Disney, Starbucks…
Security, stability and reliability
Let us not deceive ourselves, multiple exposure of personal data may pose a significant risk to customers if security is not foolproof. We have seen recent cases of information leaks:
- Equifax: 145,5 million accounts hacked
- Facebook: 50 million accounts hacked
- Dow Jones & Compay: 2,2 million accounts hacked
Successful brands linking platforms seamlessly to create an ecosystem that allows a complete customer experience. To make it thrive a scalable design is needed. Strength scalability and security offer reliability expected by consumers.
CDP (Customer Data Platform) is an easy way to connect with a customer, since you can immediately implement that strategy without complex technological transformation. Marketing professionals and IT can no longer work with incomplete data separate and isolated.
This is, on my view, the most complex part, professionals with disparate skills should come to understand frictionless. Difficult but not impossible, you just have to take seriously the idea: to humanize is to connect.
Sources consulted: AdWeek, Hubspot, Blog José Facchin, Cyberclick, Montse Peñarroya Blog
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