Greater than CX: The Human Experience

We need a renaissance.

Greater than CX: The Human Experience

Customer-centric businesses may miss out on forging meaningful connections with humans.

Upon awakening, when we reach for our phones, engage in daily rituals like brushing our teeth and savoring a cup of coffee; we may be a targeted consumer for a variety of industries.

And yet – we perceive ourselves as an individual rather than a customer. An individual who is flawed, has unique preferences, emotions and a desire for personal fulfillment; defining us beyond the roles assigned by consumerism. With the rise of augmented reality – blurring the lines between real and digital – it is all the more important to make an experience that is human, in its raw form.

Settling the Experience Debt.

Amidst the rapid advancements of technology, individuals desire one fundamental thing from businesses: to be treated as human beings.

We have discovered three remarkable instances where companies utilized a common set of values to foster interconnected and inclusive human experiences.

These compelling examples serve as a catalyst for businesses seeking to elevate the overall quality of human interactions.

耐克 + and 苹果 went beyond the limits of customer experience in clothing and gadgets and transformed it into a human experience – combining sportswear and music. While the concept of wearing sports shoes and listening to music while running was not entirely new, Nike and Apple's synchronization of these two existing product categories, along with added features like calorie counter, activity tracker and health features propelled Nike+ to popularity.

• This is what Delta Air Lines and 星巴克 did when they announced a new partnership for customers to earn rewards – now their morning latte could help them save bucks on their next flight. They combined two things by following people in their life journey.

• Canadian beauty company DECIEM | THE ABNORMAL BEAUTY COMPANY continues to boycott Black Friday, opting instead for a day of "nothingness" on November 29, when both their website and stores go offline. Instead, Deciem offers an in-store and online 23 percent discount for the full month of November across all brands to discourage ‘rushed purchasing decisions’. The brand cites the detrimental impact of unsustainable consumerist behavior on the environment as their primary motivation for this decision, stating that they no longer feel comfortable participating. Additionally, Deciem grants their employees a day off and facilitated transportation to the polls on election day, while also appointing a director of sustainability.

For humans. By humans. From humans.

Having great human experience means creating interactions so people feel seen, heard and valued. Enhancing marketing effectiveness stems from perceiving your customers, workforce, and partners through a human perspective.

The need for Human Connections.

The term "human experience" came about because of the stark contrast between powerful entities like big brands, global organizations, and influential corporations, who have the ability to create meaningful impact, and individuals who can only passively accept and consume without having much influence.

At the core of our thinking lies the habitual (Aristotelian) inclination to perceive distinct opposition and fixed boundaries, where the corporate world and consumers exist with disparate raison d'être - one focused on production, the other on consuming what businesses offer.

“Human experience (HX) is overtaking customer experience (CX), and companies that acknowledge this shift will gain a competitive edge.”

Says Amelia Dunlop , US head of customer strategy and applied design for Deloitte Digital.

Create Human Experience in Interactions

Customer experience focuses on recognizing the impact of an organization's actions, like call center wait times and product usability. In contrast, human experience gives paramount importance to an individual's beliefs, values, emotions, and aspirations, which shape their identity and expectations when engaging with organizations.

Embrace Human-Centricity

Brands should strive to understand and connect with individuals, whether they are customers, employees, or partners. By immersing themselves in the human experience, marketers can craft compelling stories, create meaningful experiences, and engage the senses to evoke profound emotions.

Anticipate Human Needs

Interestingly, the advancements in predictive analytics and AI enable brands to leverage insights and become more relatable and attuned to individuals during critical moments. Augmented intelligence empowers us to demonstrate greater empathy and understanding on a larger scale than ever before.

Operate with a Human Touch

To achieve this, organizations must be responsive and adaptable, addressing individuals' needs promptly, even if it means taking the time to foster connections. Brands cannot embody humanity if they fail to be fully present and engaged.

Be Genuine

Delivering a true human experience can be difficult in the digital realm of technology, bots and screens. It requires the whole organization, from frontline to behind-the-scenes, to fully embrace this change and prioritize genuine connections.

Engage Customers in Decision Making

As people yearn to have a say in decisions that affect them, businesses must adapt to this rising demand for active participation from their customers. The traditional notion of an "average customer" is evolving as individuals seek to engage with organizations, necessitating a shift towards partnership-based models for businesses to remain competitive.

In this world of impersonal interactions and digitalization, who wouldn't appreciate being treated with a touch more humanity?