Today, surprisingly through the use of digital technology, companies recognize the need to connect with customers on a deeper level to earn their trust and loyalty. Adding greater depth of field to their view of the customer reveals a simple truth: We are humans, first and foremost. We are busy, caring, generous, unpredictable and we have needs, expectations and desires that influence our behavior.
This realisation should spark organisations to shift their focus from customer experience to human experience.
Customer experience starts with the premise that an organisation’s actions matter. Human experience starts with the premise that an individual is even more important outside of their interactions with your brand. Their beliefs, values, feelings and ambitions form the foundation of who they are and what they want from the organisation’s they choose to engage with. Human experience encompasses an organisation’s workforce and its partners as well.
In the past, digital interactions took place on our devices; companies typically lost sight of the human experiences that were happening around it. But pulling back reveals that customers are raising families, building careers, starting businesses, expanding their horizons. They want to be healthier, better parents, good managers and well-informed citizens.
Understanding how your brand relates to that holistic picture is critical to developing lasting relationships. Whether developing products, designing applications, planning user interfaces or delivering services, you need to remember that there’s so much more to people than meets the eye.
Stay Experiencing 