Who has not tried to contact a company and has come across an automatic mechanism, robot, answering machine, or any other impersonal form of communication? This is, without a doubt, a general practice in entities that frequently receive many contact requests. But what happened to the emotions? What happened to empathy? What became of the human being?
A recent study by Forrester recognizes that companies must focus on emotional connections if they want to offer excellence in customer experience.
In this sense, growing current appeals reinforce this leg of customer service, thus promoting enthusiasm, brand loyalty, prescription, and the value perceived by the customer.
According to the results of another report, this time prepared by the CEB and Google, B2B buyers who feel a strong connection to a specific company have a higher ratio of consideration, purchase, and willingness to pay for an extra or premium service. Hence, the fact of creating emotional bonds is something differential for the future of an entity. In short, humanize your brand.
Although it may seem like a simple execution task, humanizing a brand is not a process that materializes overnight; quite the contrary. It starts with a simple but intricate premise to build: trust.
The Edelman Barometer recently found that 80% of respondents said they had contracted a service or purchased a product because of confidence in the brand behind it. But how can you gain credibility in the eyes of your customers? The answer is evident through the people currently driving your company: your employees.
Given the importance of humanizing your brand and generating enough trust to make customers feel at home, at Vocex, we will provide you with four ways to show the most human side of your company.
Surprise Your Customers!
The smallest gestures are the ones that make a brand the greatest or the ones that can have the most significant impact on the future of a relationship with the client. A coffee, a gift card, or a box of chocolates can be three simple ways to delight and surprise the customer. Far from any material gift, a ‘thank you is almost always more than enough. Value and you will be valued.
Leaders 2.0
Another tactic to strengthen trust is to involve the prominent leaders of your company so that they are also the main actors in the company’s social profiles. To do this, prepare a training around the rules of participation in the RRSS and invite your CEO or other senior management positions to tweet or share publications on LinkedIn and thus encourage customers to put a face to your brand.
Give Your Employees a Voice
Your company’s employees, customer-facing or not, can humanize your brand by exchanging positive expressions of their own experiences with the company.
Likewise, workers can monitor social networks to feel how the community around your company is breathing and, based on this, take measures to ensure that the issues that concern them are resolved satisfactorily and quickly.
Employees With Autonomy
Empower your employees to make crucial decisions and solve your customers’ problems without expressly requesting permission from a superior. The culture of trust begins to be built from the foundations of the organization itself and is reflected in every interaction with customers.
And it is that when workers feel empowered, authorized, and with sufficient autonomy, they are happier at work and more likely to act as ‘evangelizes’ of your brand. As simple as that.
If you follow these recommendations, your brand can create strong emotional connections.