How we can use innovation to enhance the human appeal of technology brands
As the pace of technological development increases, there can be no doubt that the challenges for business in the modern world are shifting…. And especially in the field of technology itself. At Underscore we have been seeing that the precision offered by digital platforms and innovations is certainly something all companies want to harness, while at the same time, retaining or projecting a crucial sense of humanity that is highly valued and wanted by their customers and staff.
Service users, above all else, want to feel like they are dealing with a business that sees them as people rather than as units. People aren’t resistant to technological development, they simply want it to enhance their experience rather than replacing the human side. Leveraging data and AI, as in the case of Cambridge Spark, allows businesses to create tailored experiences that meet the unique needs of the people who use their service. An approach like this, if handled correctly, can enhance customer satisfaction and loyalty.
Human-centric design in technology
When developing commercial tech solutions, it’s fair to say that the results will usually showcase a level of technological competence, so when showcasing business technology as either a product or a service, the focus of developers should be more on making it resonate with both current and future human needs and reactions. It may be too simplistic to say that the technical side can almost be taken as read; and it’s the human experience that needs to be focused on within your strategic communications.
This was exemplified by Underscore’s work with evolving a company called Web Epoch to become Teque – a business that stands for more than just technology and is indeed a movement that is central to their industry but one that thrives on a personal approach. By creating human centric diagrams to showcase their unique process we then boosted their ROI by focusing on the people behind the process rather than the process itself… and then lastly by using their new name as a verb, were able to confidently celebrate their business as being a pivotal force in this evolving industry.
Personalisation through AI and data
Service users, even in the field of Ai, still want to feel like they are dealing with a business that is grounded in reality. People aren’t resistant to technological development, they simply want it to enhance their lived experience rather than replacing the human side.
For example when Underscore partnered with education technology company Cambridge Spark we wanted to ensure that their new online relaunch as specialists in technology and Ai was an equal celebration of the heritage and reputation of the city of Cambridge itself.
Storytelling: creating emotional connections
Technology has to be more than just a functional tool. It is important to tell your brand story when you are offering technological solutions; it’s how you build the all-important connection with your customers. While the right technology enables data analysis at the highest level, it is the human side of the equation that turns that data analysis into a relatable story, and it is that story that attracts a wider audience and hopefully potential clients.
Retail Insight is a global technology brand that takes data from across the globe and turns it into better decision making for retailers and CPG’s. Our consultations showed that it was a unique blend of retail expertise and mathematical precision that lies behind their dynamic suite of analytics products, so we captured this alchemy within a singular brand story of ‘shelf actualisation’ which was a succinct and memorable way to capture a market leader looking to advance performance, productivity and value throughout the retail ecosystem.
Ethical innovation and the building of trust
It is important, with the negative history and cultural taboo that has grown up around Ai and machine learning, to recognise that the harnessing of digital platforms needs to involve an ethical aspect. Brands that make a point of prioritising privacy, personal support and sustainability are more likely to build trust with customers, and are likely to remain on the right side of any regulations that may be placed in the future, ensuring a smoother transition as the landscape changes.
SAM (Smart Assistant for Mobile) by FCM Travel is a pocket travel assistant designed to help make business travel more easy and enjoyable by employing a blend of Ai and integrated consultant support and expertise. Because of this, when developing the brand opportunity for Sam :] we wanted to launch with a personality led approach that humanises the product to show a trustworthy assistant for business travellers that is always on hand – which reflects the brand’s commitment to ethical innovation and ongoing support through technology.
A human touch in digital interactions
Despite enormous efforts currently being made to the contrary, we believe that a human touch will always be essential in any successful brand strategy, even where digital interactions and automated communication are used. There is a marked difference between a chatbot which simply reacts to trigger words and puts out pro forma information, and one which incorporates empathy, engagement and a genuine insight into the customer and their needs.
Academia are a leading IT solutions provider specialising in Education, Public Sector and B2B. They partnered with Underscore to create a brand overhaul that provided their excellent in-house team with a more contemporary digital route that would enhance their customer relations without leaving them feeling alienated. When developing their strategy we focused on growing the very real and strong connection they already have with their audience, whilst avoiding the increasingly common trap of creating a depersonalised digital experience for customers that might alter this dynamic.
The future lies in co-creation
In conclusion, we believe that integrating digital innovation with human-centred strategies is fundamental to improving the appeal of a technology brand. For example brands can efficiently enhance their building of products and services by actively seeking out user feedback as part of an ongoing process.
This kind of focus on the human experience allows companies and C-suite leaders to build technology brands that resonate with an audience and connect on a deeper level with customers. As a result, they will see an uptick in brand loyalty and emotional connection from users which builds into a greater market share and increased future-proofing in a marketplace which is adapting to technological innovation by the day.