How Organizations Need To Confirm Humanity
Have you ever had to click on the above image? You know, those automated boxes that prevent “bots” from spamming their site whenever you make a purchase, download a file, or subscribe to their email newsletter.
It helps to allow the digital experience to qualify better organization-to-consumer relationships and minimize organization-to-automation drain on their resources.
This “Confirm Humanity” process is quite necessary today, but what is more necessary in today’s world is the need to actually confirm humanity when it comes to customer service in the digital realm.
A recent study on customer service showed that it is the new battlefield of differentiation for marketing, yet it will be spread across multiple platforms to reach customers. The challenge with the multi-channel service is that between online, mobile and social media portals is that there is huge challenge to confirm humanity at every interaction.
It’s not enough to deliver a digital experience across several channels but to ensure that each customer feels there is both a human experience and human connection.
The anti-bot checkbox helps confirm humanity to the company, but how is your company confirming humanity to your customers?
Just because a channel is hosted online does not mean there cannot be a human experience behind it. Many ways to confirm humanity exist on those digital channels such as:
- Video introduction, interaction, of confirmation of subscription or purchase
- Having an intuitive design for customer experience
- Creating a Zappos-like instant chat or call center culture
- Showing politeness and thankfulness on confirmation screens, pop-ups, and weekly newsletters (versus the standard “Thank you for your order.”
- Ensure the end-user experience is smooth, intuitive, stable and built with the customer, not the company, foremost in mind
- Use psychology and behavior patterns to be more intune to your customers tendencies, needs and expectations
- Personalize their service using smart AI and allow the customer to personalize their experience as well
- Humanize your brand image – even the most tech and industrial companies do this such as Rackspace
- Get your customers to be engaged through your channels, whether building raving fans or deeper community online
There are myriads of ways to confirm the humanity of your company to your customers. While customers continue to gravitate to online channels, they are still people who want to be valued as people on the other end of the transaction. making your digital experience a great customer experience by infusing more humanity will determine your success in this area.
Oh, and one more very important thing. Make sure everyone in your organization confirms humanity by displaying care and great service attitudes as well. Most companies are still sorely lacking in this area. No matter how many multi-channel services you offer, the interpersonal customer experience is always about people, and starts and stops here.