Digital MarketingMarketing

The Humanisation of the Customer Experience

21st July 2022 | Written by Elyse Doornbos |4 Minute Read

It's no secret that the events of the past couple of years have changed the way customers and prospects interact with brands and businesses. The pandemic has forced customers and prospects to re-evaluate their priorities and pay closer attention to the things they invest in. In response, many businesses are taking a more human-centric approach to their marketing to better connect with their audiences, focusing on "selling with" rather than "selling to".

This more personalised and humanised marketing strategy is often referred to as Human Experience (HX). HX focuses on putting the customer's whole experience of a brand at the heart of all its marketing activities - from its digital and social presence to its employee experience and brand values. The goal of HX is to create a more authentic and trustworthy relationship between customer and brand. This is achieved by understanding the customer's needs and emotions, and then catering the brand experience accordingly.

The humanisation of marketing is not a new concept, but it has taken on new importance in recent months. In a world that has been turned upside down by a global pandemic, businesses need to find ways to connect with their customers on a deeper level. HX provides a framework for doing just that. By understanding the customer journey and taking an empathetic approach to marketing, businesses can create more meaningful relationships with their audience. 

In order to create a more humanised marketing approach, businesses need to focus on creating personalised experiences that are relevant to the individual by ensuring they  understand the customer journey. This means mapping out every touchpoint a customer has with a brand, from initial awareness all the way through to purchase and beyond. By understanding the journey, businesses can identify pain points and areas for improvement. They can also create more targeted and personalised marketing content that speaks directly to the needs of their audience.

Another important element of HX is empathy. Empathy is about understanding someone else's perspective and feelings, and then using that knowledge to improve their experience with your brand. It's about seeing things from the customer's point of view and putting yourself in their shoes. According to a recent report from Gartner, 89 percent of marketing leaders believe that differentiating their business through human experience will be the key to success over the next five years.

However, delivering great HX is easier said than done. It requires a delicate balance of technology and human touch. Too much technology can result in a cold and impersonal experience that lacks the empathy customers crave. On the other hand, too much human interaction can be difficult to scale.


The key is to find the right balance between the two. Here are a few ways businesses can achieve this:

1. Use data to your advantage

Data is a powerful tool that can help businesses understand their customers on a deeper level. By leveraging data, businesses can gain insights into customer behaviour, preferences and needs. This information can then be used to create more personalised experiences that resonate with customers on an emotional level.

2. Make use of AI and automation

AI and automation can help businesses scale their CX efforts by handling some of the more routine tasks involved in customer interactions. For example, chatbots can be used to answer common customer questions or provide recommendations based on previous interactions. Meanwhile, AI-powered chatbots can go a step further by providing more personalised recommendations and even engaging in small talk with customers.

3. Put your employees first

Employees are the face of your business and play a critical role in delivering great HX. That's why it's important to invest in your employees and give them the tools they need to succeed, including training, development and support. When employees are happy and supported, they're more likely to deliver great HX to customers.

4. Foster a culture of empathy

The best way to create truly human experiences is to foster a culture of empathy within your organisation. This starts with leadership and trickles down to every employee. When everyone is focused on empathy, it becomes easier to create experiences that customers will remember and appreciate.

Empathy is a fundamental human quality that allows us to understand and share the feelings of others. It's what allows us to connect with others on a deeper level and build long-lasting relationships. In today's customer-centric world, businesses need to focus on empathy if they want to stand out from the crowd. By taking a more human-centric approach to HX, businesses can create experiences that customers will love and foster relationships that last.

What do you think? Is your business taking a more human-centric approach to marketing? Or do you think there's still more room for improvement? 


Article written by Elyse Doornbos, Marketing Coordinator