In the age of automation, deploy empathy by opting for human interactions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 16, 2022, 4:33 AM GMT+0

According to PwC, 59% of consumers feel companies no longer provide the human touch in customer experience.

Incorporating empathy in marketing lets brands connect with customers better, build trust and demonstrate that the business genuinely cares about them. Marketers need to outline customers’ pain points, needs and values and determine how the brand can help solve customer problems.

Creating a seamless UX and UI design can further help brands offer positive shopping experiences and boost conversions. Although automation is essential for enhancing the customer experience, brands must maintain human interactions to establish empathy. The human touch can help brands build meaningful customer relationships.

Leveraging inclusive marketing can help companies show people that the brand is aware of its customer base’s varying needs, abilities, and backgrounds and willing to accommodate them. They should also ensure that customer interactions across departments - from marketing and sales to HR and leadership - are pleasant and productive.

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