The Power of Human-Centered Marketing

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Despite remarkable advances in technology, humanisation was born to help tech start-ups make a human impact in the digital world.

By Cat Williams-Treloar

“Finding meaningful paths to people, winning their interest, building connections and earning trust are musts in a journey for people and with people.”

Photo by rawpixel on Unsplash

Humanisation was born to help tech start-ups make a human impact in the digital world. Despite remarkable advances in technology, there remains a disconnect between companies and the people they seek to serve. It’s never been, and won’t ever be, a plug and play process.

As Steve Jobs said 20 years ago, “you’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology, and try to figure out where you’re going to try sell it.”

Forward-thinking brands like SaaS, B2B, Cloud & FinTech have adopted the secret sauce of Human-Centered Marketing to drive business growth and customer impact across different communities. It comes in handy when brands want to walk in their customer’s shoes, and find their human voice as they go to market across the Asia-Pacific region.

Yet, we’ve seen brand trust decline globally. Technology has created invisible barriers between brands and consumers. While brands are ever present in our daily lives, the raw, unfiltered voice of customers and teams are getting lost. It is the main reason why customer experience is the number one focus area for brands today.

Enter Human-Centered Marketing.

The approach that puts human empathy and impact at the heart of marketing, Human-Centered Marketing helps businesses make a human impact in a noisy digital world. Finding meaningful paths to people, winning their interest, building connections and earning trust for people and with people, Human-Centered Marketing is a deeply profound and powerful tool.

It starts will experiencing your business as a customer.

Photo by Allison Raber on Unsplash

To quote Maya Angelou, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Easy steps to make an impact tomorrow is to see your proposition through fresh eyes, to spot gaps and make instant improvements. It is about choosing to do things that don’t scale, like listening to individual customers, or even reading all of the tickets that came in that day.

Firstly, one must walk in your customer shoes. Strive to put yourself in the context of a learning mindset. If you’ve been looking at your business consistently, it will be difficult to notice the things that make it a poor experience, so make sure to approach this idea with an open mind.

Next, one must listen. If you ask for feedback, your customers will know that they are being heard. They’ll be more likely to see your business as one who understands and cares about their views.

More importantly, the actions you take from the feedback will make the impact. To win customers over, work to eliminate any organizational clogs that may prevent you from taking action. Work on their concerns in a prompt and timely fashion.

Grow the organisation in a way that drives customer happiness and commercial success. Chart a roadmap that champions the raw, unfiltered voice of customers, which will determine what brands are still here tomorrow. Not to mention, over the next five years.

Let’s face it.

The desire to automate internally for efficiencies has created a divide between businesses and customers. As marketers, we’ve spent a lot of time finding tools to make lives easier. It hasn’t been focused on improving customer experience, which creates a technology barrier.

As the world becomes more complicated and we build fragmented armies of specialists inside businesses, there isn’t someone looking after the entire customer journey. Often, it’s broken down into bite-sized chunks, which make the customer experience inconsistent, because information doesn’t connect seamlessly.

Nevertheless, there are opportunities to be human.

2018 is the year we’ve been able to say we don’t have clarity on how technology impacts people tomorrow. We don’t understand the long-term ramifications of technology, and how the human impact helps us build thinking meaningfully.

We can all find whatever we need in three seconds on a mobile, and can reach out to whoever we want to get recommendations or guidance. Where it gets tricky, is if the business is using technology and the teams are in silos. Often, the customer knows more than people inside the business, and that’s where a human approach becomes critical.

Cat Williams-Treloar founded Humanisation, a Human-Centered Marketing Consultancy, to help start-ups make a human impact in a digital world as they Go-To-Market across Asia-Pacific regions.

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