How We’re Doing on Humanizing the Digital Experience
A lot of time, effort, and money has been spent on humanizing the digital experience. So how are we doing so far? Here’s a look at some of the shiniest and dullest examples along the way.
Humanizing the digital experience is much harder than it sounds because it involves much more than just putting a happy face on software. First companies must figure out what humanizing means and then they have to turn that into a convincing reality. The results so far have been mixed but interesting.
That’s understandable considering how easy it is to get tangled in the details. After all, trying to please millions of customers on an individual basis is quite the challenge.
“Companies are struggling with customization vs. standardization when it comes to engaging with customers. Standardization allows you to scale and automate processes. However, each customer is different in how they want to interact with companies and brands as well as their own individual perception of that brand and their needs, meaning what they perceive is valuable,” explains Ari Lightman, professor of digital media at Carnegie Mellon University's Heinz College.
A great deal is at stake, and it isn’t limited to profits. It’s in support of the organization’s survival, too.