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The Importance And Impact Of Human-Like Brand Communication - Coggle…
The Importance And Impact Of Human-Like
Brand Communication
“Human communication” occurs when a brand communicates in a way that comes across as natural, or in a way that a real person would talk.
why
Consumers now expect to get what they want in their immediate context, at their precise moment of need.
With customer interactions increasingly characterized by two-way conversations, brands must learn to demonstrate their human side by speaking with their customers rather than at them.
brand’s performance in these conversations has a huge impact on customer relationships, loyalty, purchases, and overall satisfaction.
way to deifferentiate and drive long-term loyalty
CRITICAL IN MOBILE FIRST -WORLD
Emotional attributes like “exciting,” “amusing,” “fun,” or “quirky” were relatively weak indicators of brand humanity, indicating that consumers are less driven by what might appear as purely attention-seeking brand behavior.
BRAND HUMANITY INDEX
four key emotional and functional indicators
EMOTION
(the most important to satisfaction and purchace)
most effective in driving humanity when they were being useful
and helpful.
Strongest drivers: responcive, social, Friendly, Thoghtful
ACTION
CONCIDERATE
Shows they value my time and business, Is responsive to me when I need it, Communicates with me at convenient times, Communicates with me using my preferred contact method
Brands can drive considerate communication by ensuring that the customer has multiple channels available to interact with the brand in their time of need
PERSONAL
Shows they understand what matters to me right now, Provides great recommendations, Understands my preferences and avoids what I don’t like
Though personal communication functions weren’t the most powerful in predicting consumers’ perception of human communication, they are the most significant functional drivers of customer purchase and satisfaction, which we will explore later in this study.
Brands can boost their personal communication score by leveraging their understanding of their customers’ needs and preferences at scale and in near real time. This means mining and applying customer data and insights, like purchase behavior or previous interactions and contact points (and even situational data including location or the current weather), to show your customers you understand them and are ready to help or inspire as soon as they need it.
1) leverage insights to provide great predictions of customers’ needs
and intent;
2) leverage AI to continually hone their algorithms and drive
better predictions;
3) continually sanity check their assumptions by putting customer empathy front and center in their programs and messaging strategies.
NATURAL
speak like a normal person would, in a tone that’s appropriate for the customer’s preferences and the situation, providing clear and easily understood messages.
Brands can influence their natural communication index by evaluating and aligning their brand voice to authenticity, empathy, and clarity/simplicity. Developing or updating communication style guides to emphasize these characteristics and hiring and training staff to align to your brand voice can help boost your natural communication score.
BHI index score of 62 — the level of emotional and functional triggers that sets the baseline for a human/brand interaction
real measurable impact on business
17% more purchase intent
57% more customer loyalty
20% likelyhood of advocacy ie NPS
22% more likely to be Satisfied
interestingly, personalized communication has the biggest impact of the functional characteristics on driving
satisfaction
and
purchase
intent
KEY FINDINGS
Being authentically human is a differentiator on mobile-firs
brand can build a lasting emotional connection in touchpoints by speaking as a real person authentic and natural manner
Brands can demonstrate humanity through core emotional and functional attributes
emotional indicators: responcive, friendly, thoughtful are some of the strongest drivers to feel human to concumers.
Functional characteristics that reinforce the human quality: natural, conciderate and personal
helps firms differentiate on customer experience and impacts business outcomes
increases
loyalty
19% likelihood to be loved
advocacy
20% more likely to recommend
purhaces
17% to purchase
Human communication demonstrates an understanding of your needs, situation, and history with that company, and is appropriately informal in style.”
HOW
two factors drove better results for their marketing and customer experience:
1) the brands’ people and
intrinsically friendly, informal and emotional communication style the company was founded upon is reinforced through training, campaign planning, and daily internal and external communication.
2) the level of Customer understanding or empathy.