Service Center (888) 213-7483 Open 24/7

Being Authentic In a Filtered World

by Charlotte Freed | Jun 29, 2018

shutterstock_734213767_300x240The majority of the next two largest generations of consumers say that an authentic experience, personalized product, and custom service are determining factors in their purchasing decisions. But when conducting business in a world where CGI models influence millions, chatbots serve as the new customer service, and filters effect our political landscape– how do you prove your brand as authentic?

In a study conducted by Cohn & Wolfe, 14,000 consumers across 14 international markets voted to name 100 of the most authentic brands. Tech titans dominate the list with Amazon, Apple, and Microsoft landing the top three spots. While consumer trust can take years to build, refer to some of the practices that tech companies exercise to maximize authenticity.

1. Get Personal

By human nature, we care a lot about ourselves. It’s important to us when others remember us: names, details, likes and dislikes. When we extend that personal touch in the business realm, the customer feels valued. If your product, content, or skills feels personalized for an individual, 78 percent say they would be more likely to buy something.

2. Be Transparent

Robots are commonly involved in business, so not only is it okay- but important- to divulge when a robot is part of the customer experience. Sometimes differentiating between AI and a human being can be difficult – so if you implement robotic communication in your business plan, let the person interacting with it know it isn’t a real person. Eventually AI technology will be as commonplace as human workers, but it’s key to respect the trust of your customers while that change happens.

3. Have Visibility

CEOs with high visibility across social platforms and online strongly contribute to corporate reputation. 92 percent of leading US public CEOs and 76 percent of private companies take the time to deepen their narratives and communicate online. Research shows that while many CEOs are valued for their online presence, they are neither posting often nor engaging on a prolific level. Thirty eight percent of both public and private company CEOs have posted online in the last year while 22% of public CEOs and 34% of private CEOs have actively interacted with others online. Post thoughtfully, listen to your customers, and stay abreast on your online and social presence: people are watching.

4. Impress Quickly

You have three seconds to capture your customer’s attention, which roughly translates to 12 words worth of reading. Interactions make as much, if not more, of a first impression. Those initial moments can stick in a memory for months. Whether sending a marketing email or interacting face-to-face, you have mere seconds to offer a positive experience. Learn what is most important to your target audience: will they appreciate a human on the other end of the line or is efficiency king? Making these determinations will help guide your entire business strategy.

5. Apologize, well

All brands make mistakes. What differentiates some from others is how they respond to those blunders. Remember, all apologies are not the same. Addressing the issue with integrity and apologizing swiftly goes a long way, but coming from a sincere place makes all the difference. Following up with how you plan on fixing the mistake is also key in influencing brand perception after the fact. Listen to feedback from the public to craft your apology; remember you are responding to actual people. How they feel directly impacts your bottom line.

Leave a comment