Human Behaviour Trumps Data

The Key to Customer Engagement

In today's data-driven business world, it's easy to become overly focused on data and financials. While these are undoubtedly crucial, I would argue that human behaviour should be prioritised, and here's why:

1. Emotional Connection Drives Performance and Profit Upwards ???? When customers and stakeholders feel positive about their interactions with your business, engagement naturally increases. This, in turn, leads to improved data and financial outcomes.
2. Data Informs, Behaviour Transforms ?????? Financial metrics and data should guide decision-making about customer interactions and experiences. However, it's the human element that truly transforms these interactions into meaningful experiences.
3. Real–Time Feedback ?????? Customer satisfaction (or dissatisfaction) is often immediately apparent through their behaviour, providing instant feedback that data alone can't capture.?

Let me illustrate with a real-world example:

In my local, family-run supermarket, there's a noticeable difference between interactions with part–time student cashiers and full–time staff. Recently, I was in the queue of customers where a full–time employee was checking out our shopping, and was engaging warmly with us, smiling, making conversation, complimenting a child's football jersey (there was a big local match on that day). This behaviour perfectly aligned with the supermarket's local, community oriented brand positioning.

The result? Happy customers who are more likely to return, choosing this store over nearby competitors who focus more on being very cheap (you know the one). Being human for humans will improve the bottom line of this supermarket, and the metrics that might support that for them is the takings, the footfall through the door and how many of us returned within a week.

To harness the power of human behaviour in your business, consider these key questions:

?? Who are you as a business?

?? What is your real why (and that is NOT an explanation of what you do)

?? Who do you want to serve?

?? Why does this matter to your customer?

?? What value and meaning are you bringing to your customers and stakeholders?

Remember, while data and financials are essential in business, it's the human that often makes the difference. By focusing on meaningful interactions and positive behaviours, you can create a customer experience that not only improves your metrics but also builds lasting relationships and brand loyalty.

What are your thoughts on balancing data with human behaviour in business? I'd love to hear your experiences and insights in the comments below ??

#CustomerExperience #BusinessStrategy #HumanBehaviour #DataAnalytics

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