¿Humanize is Connect? An unresolved business issue

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.

The 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:

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.

Integrated technology

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

Girls photo by gpoinstudio on


Just project our personal best?

We are a country of extremes, There's no doubt. We have spent to overcome the syndrome of Solomon to turn social media into personal success showcases canned. Windows of our best management.

He "Solomon syndrome"Brings out our low self-esteem and almost sickening importance we place what they think the rest of us. And it makes us hide it and not jump to light our strengths for fear of breaking the status quo.

The showcase effect of our personal best

What is happening now is that the networks projected our best, our personal best, is a “Indeed showcase”. The windows show the best of each trade, and often when we we find a very different reality, worst, but real at the end of the.

True, people react better with positive news and negative images. With reaction I mean likes, comments… and that sometimes creates a Matrix environment, very distorted.

If I had to give one piece of advice to eventually let us not become spammers or a replica Mr Wonderful, give this:

We show more and let us show less

Post constantly self-portraits does not provide, tire. What really matters is that we provide valuable information, the negative-positive bone. Information that causes us a reaction, change.

If your personal or work life is not exciting, You do not need to disguise. Talk about another thing. That easy. I am getting daily requests “Ambitions” in social networks who can not turn their success” in a business model.

Overexposure eye

Overexposure is as negative as the infra-exposure. Returning to the metaphor of the showcase, it can not be greater than what is in Store.

Showing vulnerabilities

Show our vulnerability is the opposite of showing our successful side. A priori. I come to mind a time when three nearby vulnerabilities became strengths:

  • The CV error Johannes Haushofer, treated in this post BACc. Haushofer thought it was time to stop showing the window to also teach the backroom, so in his CV he included things like “I did not finish studies…” or “I did not get this note to aspire to such a university career…”.
  • The advice he gave me my friend and coach Terry Mclean to reinforce a TED I gave in November 2016 about our Superpowers: show your vulnerabilities to connect with your audience: we all have, and Empathy is the best way to communicate.
  • The incredible J Speech. K. Rowling Harvard University on 2008 talking about the benefits of failure. mandatory viewing.

Humanize is to connect

Our vulnerabilities make us human, They like to laugh at ourselves. Perhaps we should be more realistic and show both what fills us as what we empty. That's what is called show our human side. less showcase, menos Matrix, Welcome to the real world, that of our personal best.

Image by