We live in a world of continuous, and ever-increasing, dependence on digital interactions. For brands that lean into digital innovation, it can be easy to forget the human element in favor of technical ease and functionality. While the world still climbs out of a pandemic, human contact is even more rare. Certain things we used to take for granted—meeting face to face, shaking hands, frequent travel—may not ‘normalize’ for some time to come.
At the same time, the way customers want to interact with brands has shifted. We’ve left behind the ‘era of institutions,’ a period marked by a closed-door mentality and an increasing distrust among consumers. We’ve now shifted into a customer-first culture where emphasis is placed on trust, relationships and value. In a weird way, the more we digitize our lives the more we demand transparent, human engagement.
So as a company, how do you stay connected to your customers while also trying to run a business and champion efficiency, convenience and practicality?
Be aggressively human
It may sound odd to suggest to a bunch of humans that they think more… human. But we see time and again how the benefits of technology, such as automation and efficiency, supplant the value of basic human engagement. Companies often see themselves as deeply connected to their customers, but the customer doesn’t necessarily get the same vibe.
A classic example is one-directional communication. Content is king for most businesses, and seeking to reach customers through newsletters, blogs, emails and social media is a high priority. But how many of those interactions are one directional? Are your emails being sent from a no-reply address? Do you make it a habit of regularly posting to your social media accounts, but fail to interact with any replies?
What about your internal processes? How much do you empower individual employees to make decisions based on each situation, or are you rigid in following policy despite the customer outcome? How transparent are you with how you use customer data, or where your products and services come from? Are you open to allowing individuals to express their opinions or reviews about your business online without being filtered or censored?
It can be challenging to open up your company to multi-directional, open communication with customers. But, more and more, brands who display the very real human traits of connection, humility, transparency and vulnerability are the ones that cultivate long-lasting customer relationships.
Show emotion
Part of connecting on a human level is through emotion. I have a friend who I admire because he always takes the time to connect. Whenever we get the opportunity to hang out, I can guarantee I’ll get a follow up text thanking me for the great experience and for making the time.
I’ve taken that example into my own business and set aside Fridays each week to make connections with our customers, our partners and our team. Sometimes that may mean a call or text, sometimes it means a handwritten note. There are so many powerful ways to connect, and a simple note not only breeds loyalty for your customer, it establishes a care and concern that helps you to serve them better. It also serves as a great reminder to customers that there are real human beings on the other side of your brand logo, who care about them and the company.
Share your values and your authenticity
Purpose-driven is the new buzzword for a reason. Your consumers are driven by a personal set of values and, more and more, they are looking for brands who reflect those values. This can be a tricky place to navigate for brands who want to be all things to all people. However, connecting with individuals around a purpose or a set of shared values does not have to be polarizing. It’s about demonstrating that you recognize your brand’s place in the world and your responsibility to leave that place better than you found it.
While this can mean a variety of different things, at its core it is about understanding who you are as a company and what you stand for, then drawing a line between those values and vision across everything that you do. Leading with values demands authenticity. For example, if you’re a brand that champions nature or the environment, you need to be able to demonstrate that you have sustainability baked into every aspect of your business. If your brand caters to children or families, you need to have family-friendly policies for employees. If your brand is focused on health or beauty, you need to embrace a holistic approach to wellness and highlight beauty in all individuals.
Customers and employees alike look carefully to ensure that brands they support are authentic to their values across the entire business, and they reward accordingly. Purpose-driven companies enjoy higher market share, grow an average of 3x faster, and achieve greater workforce and customer satisfaction (Deloitte).
At Reed Hill we help our clients build their brand by focusing first on human connection. Our medium may be design, advertising and brand management, but our goal is ultimately to forge a connection between your company and your customer. We’ve built our own brand reputation on making digital experiences engaging on an emotional level. Contact us today and let us help you create more authentic, human connections.
