MIND YOUR REPUTATION – THE IMPORTANCE OF HUMANIZATION

By Rodolfo Zanchin

We live in an era that is getting more digitalized by the hour. For a long time, society has been discussing the Internet Of Things – flying cars, futuristic companies and increasingly automated services. However, have you ever stopped to think about what the impact of such changes will be?

Every day we get in contact with things that are more and more technological. If, on the one hand, this technology warrants maximum productivity, reduction of errors etc, on the other hand, there ceases to exist connection, perception and human relations. And how might this impact the company-client relationship? By weakening of the reputation. Let me explain!

The reputation of a company is the perception of third parties of what that company does and how it would like to be seen. In other words, when everything becomes automatized, the client stops seeing the human side of the company. The machine that defines rules doesn’t have feelings or expectations, it only follows a standard. However, the modern client likes to break “evolution standards” and so, the surprise factor is important. And the end result of the personalized experiences has a direct impact on the reputation of the company – such as admiration and trust.   

Below follows an example of a personalized initiative by a canadian bank, the TD Bank, which developed an idea designed to surprise and move its clients. Actions like these, especially in the financial sector which tends to be more automated, make all the difference. Have a look:

 

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