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Perspectives

Elevating the human experience

The imperative of forging deep human connections

Marketers know that the customer experience and user experience influences loyalty to a brand, but designing for a human experience is a bigger opportunity.

What is the human experience?

Human beings commonly crave enduring experiences that connect them. In recent years, technological developments have enabled us to connect in new and amazing ways never previously possible, and yet, have left us feeling less…human.

Our most basic need is to have a sense of belonging and connection. When businesses can engage individuals in a way that speaks to their most fundamental values, it ultimately can translate to a level of loyalty that most brands are not seeing today. The connection creates loyalty, which fuels business growth.

— Anthony Stephan, principal, Deloitte Consulting LLP

In this frenetic, impersonal digital age, we believe that people want to be treated like humans and less a part of a homogenous customer experience. Organizations that go beyond delivering on customer experience to elevating the human experience will be better positioned to create more meaningful connections, foster loyalty, and ultimately drive growth.

When we focus on the human experience, we go beyond just showing up. We build relationships that matter. We seize attention, build love, inspire dreams, create connections, respect and recognize individuals, and build confidence.

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The CMO’s mandate: Elevate the human experience

Creating human experiences: A CMO's plan for action

Collaborate to deliver human experiences

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