Unless you were isolated for some reason, you probably must have encountered the term Human to Human (H2H) communication. A communication concept enriches our social media, our weekly newsletters as well as book publishers. So H2H the leading form of communications is at your disposal.
A communication form that is “sensitive” and “understanding” that pulls us back to basics and the reason we are all here.
So what is H2H? Is it really a revolutionary concept deriving from a creative mind or is it a logical, well implemented business approach?
According to Brian Kramer, a social business strategist, not only have B2B and B2C communications been wiped aside but wiped out altogether. In his book “It’s Human to Human there is no B2B or B2C”, Kramer states that natural marketing approach, simple and humane has turned into a cumbersome, professional jargon. This in turn encourages complicated, confusing and indirect communications that have been categorized yet as another jargon: B2B and B2C.
All this when in fact “it’s all about people man”; every business and organization is based on its people and the people it is referring to. According to Kramer, to make a long story short, we were too busy complicating things. Yes human beings are complicated and yet they will always strive for simplicity.
The challenge for marketers is to find the common ground between people, whether they are coupon purchasers or corporate decision makers. The common ground will include: “humane communications”, “empathy”, “understanding” and “listening” among others.
At the end of the day, behind every end-customer or a large corporation are human beings, or a person; someone who gets “stuck in traffic”, deals with daily situations and makes decisions based on emotions and feelings. (For those who like to complicate things, this does not mean the world has become less business oriented and world peace is around the corner. By implementing this approach, says Kramer, not only will your end-customers be more satisfied but also your bank).
By increasing H2H awareness in corporate cultures, the bond and communications between the consumer and market will be stronger and all this in an ever changing dynamic world we live in. By developing H2H skills and truly listening to our customers we will increase the bond between our brand and customer. Furthermore, research has shown direct correlation between corporate-customer relation and bond and the corporate’s profit margin.
So by adopting a humane approach, corporates will transform their way of communicating with their customers from a “spam”, complicated and convoluted communication into an added-value, appealing even emotional way of getting through to the customers.
And what will we do with all the information accumulated on our desk which we have planned to take care of tomorrow?
Supporters will say “yes!! Finally here is a brave person who is willing to state the truth –until today we were all fed with heavy, terminological content catering the professionals only”.
Those who object will continue to divide content for B2B and B2C and will support maintaining such division especially since B2B is focused on finance, economy, ROI, purchasing and other professional jargon. There is no room in such a world for emotions and feelings. B2C on the other hand is all emotions. B2C focuses on our ability to identify with a brand, connect with it, trust it and choose it time and time again.
The truth is there is no right or wrong and it’s probably too soon to clear out B2B and B2C aspects of communications. The truth is there is still a difference between decisions making for a home product such as a new barbeque versus a technology platform for the company.
Yet H2H does have a great impact on all forms of communications and markets whether it’s B2B or B2C. Perhaps the new term we should consider is: B2B2C2H. Complicated isn’t it? But precise. It’s true that behind every business decision is a person, behind every emotional action stands some kind, even if little, rational.
Social media in general and websites in particular, “live” behind a wall through which no customer can enter. Customers, being social beings, would really like to know who is behind the “wall”. Therefore a successful brand is one that will introduce the people behind the “wall” in a simple, clear, direct and friendly manner. If the brand conveys messages that include “empathy”, “listening”, and understanding towards the issues faced by the customers, the customers in return will bond immediately with the brand.
IBM for instance, in their “Smarter Planet” campaign appealed to millennials by showing and highlighting how forward thinking and harnessing technological platforms (internet and IBM’s platform) will bring to sustainability, economic growth and social development (wants and needs of their customers). IBM stated that by implementing new ways of connecting to internets and analyzing big systems the world will become “smarter”.
IBM’s branding experts have identified and isolated their customer’s wants and needs and with graphic aid, visuals and creative concept, have managed to create a unique bond with their customers.
At TitanBrandWise H2H communication and approach is at our core. Among our customers is Blue I Technologies that provides total water analytics solutions that allow its customers to better know and share water intelligence, enhance water security and operation efficiency. They are a B2B company yet chose to base their added value information and insight on a subject that speaks to all including B2C market, water. Through this information, that speaks to all, their B2B customers can actually see how all end-customers including babies, who now get to drink clean and clear water, enjoy their product and technology.