Marketing in a Rapidly Changing World: From Customer Experience to Human Experience
World is changing rapidly; climate change, political developments, technological breakthroughs and social dynamics deeply affect our business processes and strategies. At the heart of this transformation lies the evolution of our marketing strategies. And marketing strategies are rapidly penetrating into changing world dynamics, as we observed in many industries. On this background, we will, in my article, explore the importance of shift from customer experience to human experience and the opportunities it offers in both our companies and industries.
Customer Experience: An Outdated Paradigm
Conventional marketing methods are built on a customer-oriented approach that is focused on product or service sales. Increasing customer satisfaction and meeting expectations formed the foundation of these strategies. However, this approach has become unsustainable in today’s world. Now, it is time to create a human-focused experience.
Human Experience: A Paradigm Change
Human experience is not only related to customer satisfaction. This concept requires development of an approach which embeds emotional, social and psychological needs of individuals at its heart. Seeing customers as an individual, not a mere consumer, and caring about emotional bonds is revolutionizing the marketing world. And the brands which prioritizes human experience will seize an important advantage in terms of creating a loyal customer base. For instance, we formulate our visa services by considering travel dreams and concerns. This is a marketing strategy which is built on human experience.
Technological Breakthrough and Human Experience
Technological advancement is a key factor which has the potential to transform our marketing strategies. Artificial Intelligence, data analytics and automation, etc. tools enable the brands to gain better insights about needs of individuals. For example, our artificial intelligence systems analyze past travel types and offer our customers better travel recommendations, creating new experiences which help them establish emotional bonds. Now, customers are no longer a mere buyer but becoming emotional stakeholders of the brands. Their stories and dreams lie at the heart of our marketing strategies.
Empathy and Personalization
Empathy is one of the building blocks of the human experience. Customer wants to feel that the brands understand them. In this context, for the brands, development of empathy skills play a critical role in enrichment of the human experience. Personalized experiences make customers feel themselves special. For example, we build a strong bond thanks to VIP services we offered in our offices dedicated to customers, food&beverage menus prepared to suit their palatal delight, diversification of services depending on their busy schedule (prime time, weekend work, file delivery to homes via couriers) and mobile biometrics services at home, as well as personalized recommendations based on past interactions.
Emotional Bonds and Meaningful Experiences
In the future, one of the most important aspects of the marketing will be the reinforcement of the emotional bonds. Customers want to establish emotional bond with brands, going beyond simple shopping. Story-telling help brands shape human experience effectively while enriching the experiences of consumers. Sharing and posting stories of the individual who made their travel dreams come true help them establish a deeper bond with our brands.
Given all these developments, it has become inevitable for us to prioritize changing consumer needs and take swift actions. In this article, I addressed the changing landscape in consumer and marketing world. In the next article, I will discuss other actions need to be taken.
Don't forget to stay tuned!
