Tech Fatigue is Real - Experiences Connected

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Experiences Connected
by Aleena Authenticity , Community , Experiences
Tech Fatigue is Real
Our world has become so technology-dependant that we are increasingly becoming concerned with how much technology is present in our lives. How do we bring human experiences back to businesses?
How does our new reliance on technology relate to our need as humans to experience? Last week Worldwide Partners alongside the GlobalWebIndex released a study that dove into the future of customer experience (CX) as it relates to the human experience (HX).
This is a critical time to discuss the model of HX, a model that “empowers humans rather than targeting customers.” John Harris, CEO of Worldwide Partners defines HX as a platform that “requires forging genuine, human connections in an increasingly digital world, and making the leap from personalized to personal marketing.”
It begins with our current relationship with technology. Our world has become so technology-dependant that we are increasingly becoming concerned with how much technology is present in our lives. Connectivity that once was a benefit to us has now made us feel fatigue. On top of that, as much as  technology has changed how we as marketers reach our audience, it has also “created a barrier between the consumer and the brand.” The way we once used to feel, touch, experience, and immerse ourselves as consumers in brands and their stories – this isn’t as impactful or meaningful in a virtual-only environment.
Tech fatigue has made us crave human experiences.
So, in an increasingly digital world, how do we move from traditional CX to take the next step into HX?
You do this by leaning into brand relationships and the consumer’s rising expectations around them.
Here are a few key points on how a brand can begin thinking about HX:
Start with building a relationship with those who believe in the brand already and immerse them into a deeper community. Community is critical and the story behind that community creates a relationship with the consumer.
Between 2012 and 2020, the number of consumers who said they would buy a product or service simply to be a part of the community built around it grew by 36%.
The human story behind the community is important. This could be the origin, the craft, the owners, the legacy. The more depth and authenticity, the more connected the community is to the story.
Consumers are demanding greater authenticity , more ethical experiences, and empathy within brand marketing. For this reason, communication that really dives into brand values, as well as why those values exist, is critical.
As it relates to the purchase process, even though digital is the current focus, human connection remains more relevant than ever
Use a multi-channel approach and think about how the human element comes together across all your touch points i.e. recommendations, advice, personalized service.
Think about  your audiences and how to build a personal relationship with them and have them interact with real humans from the brand. There’s still a role for sales representatives or advisors as experts in product; lean into that expertise.
Tech angst is encouraging more people to disconnect and detox off all technology. Think about how to incorporate human connection in new and unique ways when consumers are detoxing off technology.
This is especially relevant for people who are on technology all day for work. 58% of those who use video calling on an hourly basis, for example, agree with the statement that “technology makes life more complicated.” This decreases to 44% among professionals who use video calling a few times a day, and further drops to 38% among those who only use it about once per day. The same pattern is evident across other software and tools.
Travel and destination marketing is an area where the theme of exploration  and going “off the grid” can encourage audiences to go offline and detox from technology. Interestingly, the FOMO factor in travel and the influence of social media on this sector has reversed, especially in mature markets where consumers are attempting to detox from social media while traveling.
Finally, to transform from CX into an ethos of HX, the report suggests three guiding principles:
Individual struggles, triumphs, and adventures are the essence of our humanity.
Brands that let people live out their own story will rise above
Mature and emerging markets react differently to “human” messaging.
Be localized in messaging and dive into audience needs
Technology is most powerful as a stepping stone to real, human interaction.
Digital experiences aren’t a replacement to real, live experiences. Tech fatigue is real, and a multi-channel mix where technology supports human experiences is the “winning formula”
Let’s lean into being human-first and create those experiences and moments with meaning that fills us up, not continues to feed into the “tech fatigue” we are already experiencing.
To read more, check out the full report here .