Some companies or brands – surprisingly few – do a particularly good job of delighting their customers. The rest cover the spectrum from “acceptable”, to outright frustrating or angering them.
Our view is that the humanness of customers is one of the most neglected aspects of running any business. In fact, the humanness of employees is more likely to be given priority than that of customers. We think corporates should be paying more attention to the human experience delivered by their products and services.
Whatever one’s position on this issue, we can all do with more humanness in our daily lives, in our interactions with other people, and in the way that our politicians go about their work. It’s shocking how much work remains to be done in the field of social justice.
All this is happening agains the growing backdrop of automation in the workplace, not to mention artificial intelligence, which poses all kinds of questions of what it means to be human, plus our role in the modern economy.
Story telling is dear to our hearts, both as a tool for brands to convey humanness, and connecting with its customers.
Another example of the human dimension in action is the use of behavioural science in interventions aimed at ‘nudging’ towards measurable outcomes. There is a high degree of “messiness” in business. This reality plays out in behavioural economics, which we now know has greater practical application than classical economic theory.
Macro themes demonstrate a major shift in the degree of activism that people are willing to deploy, as they demand to be heard, and to be seen. Companies neglect the human dimension at their peril.
We all want more humanness.