BECOMING MORE HUMAN THE "TOUCH" WAY

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BECOMING MORE HUMAN THE "TOUCH" WAY

Posted on October 3 by Mark Blevis And Tod Maffin
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Pity the IT guy. Tasked by managers to use digital tools to bring productivity gains to the organization, they deploy a wide variety of tools — web chat bots, hiring management apps, phone-tree systems, and more.

And then, a couple of months later, those same managers call the IT guy. “How come our customer satisfaction ratings are plummeting?”

Easy. They used technology to solve a human problem.

This isn’t to say that there’s no role for technology in your organization, but deploying it the right way can make or break a business.

In “TOUCH: Five Factors to Growing and Leading a Human Organization,” we detail the main ways your business should use technology to build a more “human” face:

 

• TECHNOLOGY: Smart companies think of their technology like real people (with job descriptions, annual reviews, and succession plans).

• OUTCOMES: Are you able to capture the accidental positive results from your marketing? Have you set up a “human KPI” dashboard? We’ll show you how.

• UNIQUENESS: Stop communicating features with your brand. Talk about how you’ll impact real people. People with real problems.

• CLARITY: Is your brand communicating clearly? Sometimes, the simplest solution is always the best approach.

• HUMANITY: In TOUCH, you’ll be able to use our Assessment Checklist to determine exactly how “human” your brand is today — and, more importantly, how to improve.

 

Luckily, these aren’t mass sea changes. Most shifts to a more human approach to business can be done quickly and without much capital investment. After all, you serve humans — why not join them?

Mark Blevis

Posted by Dundurn Guest on October 30, 2014
Mark Blevis photo

Mark Blevis

Mark Blevis is president of FullDuplex.ca, a firm which specializes in integrated digital communication and online reputation management. He also heads a team that researches the role of online information and interactions in shaping public opinion. He lives in Ottawa.

Tod Maffin

Posted by Dundurn Guest on October 30, 2014
Tod Maffin photo

Tod Maffin

Tod Maffin is president of engageQ Digital, a digital marketing firm specializing in creating human experiences for brands online. He speaks to more than forty conferences a year. He lives in Vancouver.