The world is changing. Your customer is changing. In this session, we'll outline exactly what those trends are and how you can evolve with them to drive your business forward. This one hidden strategic advantage will build the ease and meaning in your business that you have been searching for.

1. THE LONGEVITY GAP:
HUMANIZE NOW TO EVOLVE WITH YOUR CUSTOMER FOR
LASTING SUCCESS
@HILARYCORNA

2. WHERE DID
THEY GO
WRONG?

3. GOLDEN MORSELS FOR YOU TODAY
• What humanization is and how it can be a differentiator for your business
• How to use humanizing as a strategic tool to your advantage
• Connect humanization with de-commoditizing your brand
• Understand how customers can bond with your brand, not just what you are
selling

4. CAN YOU RELATE?
• Expanding Health Care Technology Company
• $10MM in revenue
• Celebrating 10 years in business
• Adding 10-12 new customers a month
• Losing 10-12 customers each month
• Sales Director exhausted
• Creative team deflated

5. CAN YOU RELATE?
• Startup Local Clothier
• $1MM in revenue
• Tremendous early success
• Operationally efficient, owner invested time in developing detailed processes
• Minimal repeat customers
• Owner frustrated their team doesn't share the vision
• Constantly looking for new product ideas

6. SEA OF
CHOICES
Customers have more choice
than ever before

7. DIGITAL
INNOVATION
• Technology – the great
enabler
• Find alternatives to your
brand, quickly and easily
• Tech enhances our de-
humanized world
• Automation and over-
processing

8. THE DIGI-HUMAN
DIVIDE
• Digital innovation in the last
decade has replaced our
relationships
• Forces us to work harder to
re-establish interpersonal
bonds
• Users (employees/customers)
are disconnected from the
very systems they are using

9. CUSTOMER
EVOLUTION
• More empowered
• More knowledgeable
• More informed
• Embracing diversity
• Experiencing different cultures
• Increasingly inclusive

10. IMPACT OF
COVID
Disconnectedness causing
people to search for new
ways and places to build
bonds

12. HUMANIZE
hu·man·ize /ˈ(h)yo͞oməˌnīz/
Regain the human persona your brand needs to close the longevity gap
and build long-lasting emotional bonds with your customers and
employees.

13. Customers expect
more than just a
product/service.
Humanizing is a
differentiator.
Searching for
connection is
interpersonal, but also
influences our
decisions
Decision making and
buying behavior are
emotional, limbic
brain activities

14. Humanization targets
the core of our
biological decision
making: emotional
bonds
Purpose of your
organization
correlates to the
customer building a
bond with your brand
Loyalty and trust in
your brand build long
term customers, long
term business success

15. WHY DRIVES
THE WHAT,
HOW

16. COLD, HEARTLESS
& STERILE
• The rigid checklist a call
center support agent
uses
• The jargon-filled
message heard repeated
again and again during
airline delays
DE-HUMANIZED EXPERIENCE

17. DOES IT WORK?
DO DE-HUMANIZED PROCESSES GENERATE LOYAL AND EVANGELISTIC
EMPLOYEES OR CUSTOMERS?

18. CLOSING THE LONGEVITY GAP
• Can short-term success be had with out bonding with customers?
• Yes – one-time buyers whom you never see again
• Yes – employee who fills a critical role for a few months and then moves on
• Would long-term success be more desired?
• Yes – customer who repeatedly buys from you and tells all their friends about you
• Yes – employee who is engaged, committed, creative and driven by the larger purpose
• Long-term loyalty/trust from employee or customer cannot be obtained without
human bonds to your brand

19. FOR EMPLOYEES
• It is about understanding
the purpose of the
organization and how they
fit into that purpose
HUMANIZED EXPERIENCE

20. FOR CUSTOMERS
• It is about understanding
the problem the company
solves and why it is
important to their lives or
the world
HUMANIZED EXPERIENCE

21. HUMANIZED
EXPERIENCES
• How do you feel after
reading this job
description?
• Cold
• Heartless
• Sterile
Position Summary:
This position is for new business development.
The position will primarily work in the NW Ohio
area to market and sell technology hardware
and software systems.
The job will be a combination of inside sales,
outside sales, and some marketing related
activities. Specific responsibilities include
developing a business plan, demonstrating
proficiency in technical sales, maintaining a
pipeline of qualified leads.

22. HUMANIZED
EXPERIENCES
• How do you feel after
reading this humanized
version of the same job
description?
• Warm
• Empathetic
• Genuine
About a Successful Candidate:
You're awesome. You're fun. Your ethics and
drive are something that your friends and family
admire about you.
You love nerdy things, and you love figuring out
creative ways to solve complex issues... You are
a self-proclaimed "Dank Meme Champion" and
can prove it in your interview.
Most importantly, you wake up each day
promising to be your best self.

23. HUMANIZED EXPERIENCE
EXAMPLE
• CEO asked employees ”What do you do?”
• Answers:
• Payroll
• Order fulfillment
• Sales
• Shifted focus: ”We help achieve the American
dream!”
• Humanizing = Explosive growth!

24. DE-HUMANIZED EXPERIENCE
• Hey! We build houses!
• Here is what they all look like
• Want to buy one?

25. HUMANIZED EXPERIENCE
STORY
• Lady Gaga launches beauty brand
• Humanizing her brand by changing people’s
lives

26. HUMANIZED
EXPERIENCE EXAMPLE
• A Southwest pilot waited an
additional 12 minutes at the gate
for a traveler trying to visit a dying
family member
• Having a humanized process
allowed the pilot to make a good
judgement call to be people-
focused and not process-focused
• Southwest publicly supported the
decision of the pilot, saying they
were proud of the decision they
made
https://lippincott.com/insight/welcome-to-the-human-era/

27. HUMANIZED EXPERIENCE EXAMPLE
• A more process or policy-focused organization would have mandated the pilot
follow the on-time departure policy in order to avoid consequences
• Result of this people-first culture: Southwest has a fraction of the complaints of
the other major airlines (.25 per 100,000 versus and industry average almost 10x
higher)
https://lippincott.com/insight/welcome-to-the-human-era/

28. CAPITALIZING ON HUMANIZATION
• Achieving greater results and impact
• Foster repeat business
• Achieve continued loyalty, consistency, and
relevance in the lives of consumers
• Develop customer advocates
• This means longevity and long-term brand
loyalty
https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2020/purpose-driven-com

29. THE HUMAN WAY
https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2020/purpose-driven-com
•Ask for feedback, then act on it
•Give employees time to think about purpose each day
Express genuine interest
•Move beyond reporting inputs/outputs
•Start telling captivating stories
Show real impact
•Seek to understand, walk in their shoes
•Understand how your purpose impacts them
Lead with empathy
• Embrace the evolving identities of people
• Allow people to bring their soul to work
Be who you are
• Move from transactional to relational
• Understand why they connect with your purpose
Don't treat your customer like a number

30. F.E.E.L.S. - EMPATHETIC ACTIONS TO MODEL
Find collaborative solutions to problems
Exude a genuine desire to help
Easy and local interactions with customers
Listen intently without distraction
Save the customer a seat at the table

31. HUMANIZE
hu·man·ize /ˈ(h)yo͞oməˌnīz/
Regain the human persona your brand needs to close the longevity gap
and build long-lasting emotional bonds with your customers and
employees.

32. LONGEVITY IS EVOLVING
More Empowered.More educated.More conscious.
EX
CX
HX - Trusted
Human
Bonds

33. BRING ON YOUR NEW
ERA
Email me your most recent de-humanized
experience story!
hilary@hilarycorna.com
Connect on social @hilarycorna