Hx: The Human Experience

The humanness of customers is the guiding principle for how we shape point of sale experience, product development, branding, marketing and communication … in fact, the entire experience that people have with – or in – businesses.

This is a more nuanced approach than “customer centricity” (which in many cases is nothing more than lip service).

We take into account the entire value proposition of your business, and we work outwards from the perspective of the people behind the wallets.

We apply the principles of behavioural science in interventions aimed at ‘nudging’ towards measurable outcomes. For all the apparent refinement of high-level numbers on which investment professionals make their decisions, 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.

Whether it’s the plastic straw campaign, or #metoo, or Trump or Brexit, people want their issues to be taken seriously – and they have a variety of media to broadcast their messages. Or, viewed differently, humanness is expressed through the principle of Ubuntu, and simple practices such as kindness and compassion.

In a Fourth Industrial Revolution landscape, an Hx-sensitive company is going to be more effective at attracting, retaining and motivating employees (aka the people who deliver the value in your business). The Hx focus can pivot to apply to both customers and employees.

In a post-truth world, feelings are more important than facts. To a much greater degree than ever before, businesses are being judged on quality of product or service, as well as perceived value, environmental sustainability, and supply chain ethics, not to mention ‘soft’ issues that may seem intangible.

Our Hx Audit delivers an assessment of the hazards and risks associated with the experiences that people have with – or in – your business.

Barely noticeable, often intangible factors can have a major impact. Find them while you’re still able to take action to fix them.


What restaurants teach us about human experience

In the realm of human experience, few businesses are subjected to the same degree of customer broadcast (aka reviews) as restaurants. Without including personal social media accounts, there are at least half a dozen large mainstream review aggregators, led by the likes of TripAdvisor. The volume of reviews is vast, and the factors influencing the …

When Doves tweets

When Doves tweets Managing brands’ social media accounts could be one of the toughest communication jobs out there. Within the tight confines of character limits, and the possibility that someone is going to get upset about something that wasn’t said or intended, the brand attempts to speak with ‘voice’, to build relationships and generally contribute …