ENews & Tech How to create a connected, human-centred brand
As customers move from brand awareness to engagement and beyond, it’s essential for businesses to deliver personalised, human-centric experiences. In the current climate, what steps can brands take to elevate the customer-first approach?
Our research shows that in good times and bad, people expect brands to be empathetic, responsive, respectful, and reliable. And while rational considerations may connect customers with brands, emotions are what bond them in a sense of relationship. But what’s the most effective way for brands to do that? Enter the Operationalised Human Experience, or OpHX.
Since 2018, Deloitte Digital has used research and statistics to better understand how emotions affect loyalty across the entire customer life cycle. Deloitte Digital helps companies understand how to translate those findings into tangible actions and initiatives that can improve their brand. Turning brands into bonds
Our research shows that in good times and bad, people expect brands to be empathetic, responsive, respectful, and reliable. And while rational considerations may connect customers with brands, emotions are what bond them in a sense of relationship. But what’s the most effective way for brands to do that? Enter the Operationalised Human Experience, or OpHX.
We recommend companies focus on four key initiatives, which serve as the pillars of the OpHX discipline:
• Enterprise-wide
strategy:
Reimagine your enterprise wide strategy to humanise core operating principles and to tie more closely to experience management operating processes.
Reorganise, incentivise, and empower your people to build experiences, offerings, and systems of value for the customer while creating a culture that is difficult for competitors to match.
• Empowered people:
• Robust governance:
Recognise that customer data is likely underutilised, undervalued, and increasingly a proprietary differentiator for your organisation—and that robust governance can help you use that data correctly in ways that elevate the experiences of customers.
• Harmonious
technology:
Respect that this new way of working is difficult and cannot happen without investing in harmonious technology that helps meet customers where they are and predict where they want to be—and that can scale to meet the growing demands of an increasingly diverse and evolving customer base. Between competitive pressures and rising consumer expectations, building stronger emotional bonds with customers is no longer just a nice-to-have for businesses. It is becoming a vital safeguard against competition and a driver of value in today’s increasingly crowded markets.
Fully embracing the Operationalised Human Experience business discipline can have a long-lasting impact across your company’s operations and culture, helping it become a more empathetic and responsive brand.
We know that customers expect companies to work hard to earn their trust, resolve issues, listen to feedback, and protect their data. In Creating Human Connection at Enterprise Scale, we offer research insights and practical, data-driven steps that can help infuse customer interactions with the right tone, at the right time, and in the right context, adding lasting loyalty, value, and emotional relevance to your business.
For more information on
elevating the human experience, please visit http://www.deloitte.com/mt/cm