May 1, 2019 Jenny Pitts

A Digital Age to Experience

Technology Trends

Unfortunately, technology has been known to create a more socially-isolated world. People no longer need to interact with others in-person. Today, there’s no need to ever leave home…if that’s what you choose.

Consumers can purchase virtually anything and have it delivered to their doorsteps… sometimes, even same day. Despite the pleasure of convenience, it appears that our world is growing lonelier. People live secluded lives, work remotely, and shop solitarily-online.

To further entrench our society in seclusion, not only is there a booming e-commerce marketplace, but social media is also flourishing, promoting shallow human-interactions. At the end of 2018, Psychology Today attributed our modern-day isolation  to social-media’s inability to truly create meaningful connections.

And with all this web activity, can a person truly feel human-connection and known? This post dives into how companies are approaching the modern-day, tech-savvy and isolated nation.

Making a Human Connection

Business is making strides to bring a real human-connection, across all forms of marketing…and especially technology.

Nowadays, you’d be hard-pressed to find a digital marketer that isn’t totally committed to bringing human experience via digital platforms.  Plus, the personal face-to-face approach is also part of high-level executive’s game plan. There is a shifting focus to becoming more customer-centered, while using technologies to assist in the process.



Like the quote, a person wants to do business with a company that makes them feel good. Marketing is no longer merely an informational exchange of a company selling services and educating the consumer. Rather, marketing today means building a connection—between a company and its customer.

Every interaction between the company and customer is an opportunity to build a lasting connection.  From initial engagement to post-purchase, all interactions can be a positive experience.  If customers have positive experiences, they will return and may even promote or recommend the company online.


Surveys are Great, but Connection is Better 

One way to ensure customers are satisfied with the product or service is by surveying the customer, post purchase. However, how the customer is presented with a survey is critical to the customer experience, and a customer should never feel like a “project.”

So, gathering customer reviews and experiences must be executed with finesse. If presenting a customer with a survey after point of purchase, how can that be done in a way that feels personal and valuable to a customer?

Surveys online or sent by email can be a great way to capture feedback from a customer.  When capturing customer feedback, a seamless user experience can make the customer feel heard and special. Remember: Every touch-point is an opportunity to connect.


Face-to-Face Interactions

With the move to a customer-centered business, it is common to hear of leaders in companies traveling to meet and experience the stores and customers in the customer’s local regions. How else will they truly understand their customers?

There is no better way to know your customer than to personally experience what they are experiencing and to have face-to-face meetings.

Meeting the President or an executive of the company will likely leave a warm feeling with that customer too. A person is likely to think “Wow, they really care about my opinion.”

Ultimately, that feeling promotes connection and builds trust between a company and customer.


Customers Are Who Matter

Amidst technologies advancing, efforts promoting human connection are also advancing. Companies must tweak and find the best ways to connect to the customer.  The customer-first mind-set is about creating a customer experience that are both memorable and positive. If the experience brings a warm feeling, a customer is more likely to trust the company.

Competition is fierce, and today’s customers are choosing where they find the most value for their money. If they don’t feel a connection to a company, what would make them stay? Business efforts should always maintain the goal of building strong connections and sustaining long-term relationships.

In business, it’s  always good to remember: Customers come first.


Jenny Pitts

CEO of Xenatek Group
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