From social to chatbots, digital communication has opened the door for more immediate engagement between consumers and brands. Consumers expect those conversations to be personalized and authentic at every touchpoint; and a brand’s performance during those interactions has a huge impact on customer relationships. Researchers found that those brands that communicate with them, rather than at them, build long-lasting emotional connections with consumers. Here, we look at the human characteristics consumers look for in brands and how consumer experience can impact business outcomes.
Here are four facts that brands need to know when crafting communication to consumers:
Great Experiences Drive Loyalty
Consumers are 57% more likely to be loyal to a brand that demonstrates human communication
Emotions Power Brand Experience
Consumers cite emotional characteristics as leading drivers of brand humanity
- Responsive
- Social
- Friendly
- Thoughtful
- Helpful
- Personable
- Intelligent
- Honest
- Reassuring
What Makes Brands Human?
Characteristics that reinforce brand-consumer connections.
Act Natural
Speak like a regular person
Communicate in a friendly tone
Send me clear, understandable messages
Be Considerate
Show you value my time/business
Responds in a timely manner
Communicates via my preferred method
Get Personal
Show you understand what matters to me
Provide great recommendations
Understand my preferences
Two-Way Communication Drives Love & Loyalty
Emotional, human connection creates brand love
Experienced human connection with brand
Did not experience human connection with brand
Love it! 37% 18%
Likely to Recommend 46% 26%
Made a purchase/use 47% 30%
Very satisfied 47% 25%
Looking to leverage live events to communicate your brand message? Contact us today to learn how our suite of experiential marketing services can help you build long-lasting emotional connections with consumers.
