Customer expectations for how brands can deliver a human experience are geared toward those that are understanding and reassuring, according to a study by consulting firm Forrester for the firm
. When brands demonstrate human communication effectively in their interactions, customers are 54% more likely to engage with the brand, are 57% more willing to buy the brand, and 57% more convinced to remain loyal to that brand.

We all crave human connection, and it’s clear that when brands are willing to invest in their own humanity to communicate with customers, the business gets a measurable return. Companies in all sectors are called upon to make an effort to improve their communication, and this will involve deeper investment in tools and technology that make human communication more possible. However, 78% of brands admit that they struggle with human communication.

Customer demands for human communication are increasing every year. This study identifies it at around 5% per year since 2018, which means that Brands now need to register a lot more emotions in order for their interactions to be encoded as human.

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Emotions Make Brands Human

In this process, empathy is going to be fundamental. Brands must approach their journey towards human communication based on empathy towards the customer, towards their feelings. Perception management challenges brands’ ability to listen and understand customer needs. But it’s impossible to deliver humanity at scale without first mastering empathy at scale.

What does Human Communication mean?

It’s all about the power of emotions. Branding is articulated through an emotion-based approach to building brand perceptions. And that emotionality dictates the difference between a brand perception capable of changing hearts and minds, and those communications that fade into the background noise.

At its very core, emotions are the engine that drives connection and engagement with the brand, but

How to communicate in a human way?

  1. REINFORCE EMPATHY. In its simplest form,
    It is the ability to recognize emotions in others and to understand other people’s perspectives on a situation. In its most developed form, empathy allows you to use that insight to improve the mood of others and support them in situationsIt’s hard.
  2. USE A CLOSE, NATURAL TONE. The natural characteristic means that the brand speaks in a voice similar to that of a normal person, i.e. using casual, clear, conversational tones. This is the most powerful engine of human communication. Beware of automated response chatbots. Customers have an aversion to robotic, but let’s think that nowadays Artificial Intelligence is capable of incorporating Emotional Intelligence.
  3. USE A REASSURING TONE. As a response to all types of crises, people value comforting communication, which does not add more stress and is open to hope, providing security.
  4. USE A POSITIVE TONE. to always make it easier to appeal to pleasant feelings that produce well-being, proposing an optimistic reading of the information.
  5. WOW FACTOR. In a globalized world where everything seems to be a copy of the rest, people unequivocally value that someone shows the ability to surprise us.

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Tone up your brand’s tone of voice

While it may seem like technology and humanity are antagonistic, investments in technology will fuel the future of branded humanity. For example, recommendation engines are already the most important technology that drives human communication. Technology becomes necessary to facilitate system integrations, omnichannel access, ensuring consistency and pursuing transparency and honesty. All of this makes human communication possible on a large scale.

In any case, let’s never forget that staying true to the essence of the brand, articulated through a clear value proposition, is ultimately the most important thing for brands to communicate clearly with their customers.


Carlos Puig Falcó

CEO of Branward