The use of digital platforms for conducting business is now the order of the day. It can’t actually be any other way because there are loads of benefits one gets in doing so. The idea of automation and being able to reach millions of people all over the world from the comfort of your phone or computer is remarkable. There are, of course, several things to look out for that can impede your business. One of those things is the lack of human touch in interactions between businesses and their customers. If you aren’t attentive and considerate you can easily lose sight of the fact that the human element can be overshadowed by too much reliance on automation mechanisms involved in the use of digital platforms. In this article, I’m discussing how, as a business, you can keep or maintain the human element in your use of digital platforms for business


People are generally wired to associate themselves with things that make them relate. Most businesses market their products or services in a very cold and flat manner. If you’re to engage customers by getting their attention you must employ story-telling. What I mean is instead of just thrusting your products or services upon people present them as stories. In your quest to communicate their value proposition and why people should buy them, tell a story. Tell stories that people can relate with. This will make them feel appreciated as human beings who have needs and needs that you’re proposing to address as a business. Most businesses have lost the plot and look at and treat customers or prospective customers as just objects which must buy their products or services. This is seriously devoid of the human element and turns people off. Story-telling is one of the most effective ways to ensure customers have an emotional connection with your brand. This can be done through text-based, image-based and video-based content.


Social media influencing or influencer marketing is now widespread these days. Using influencers in pushing for your brand awareness is bound to produce huge results. People tend to look for social proofs before settling for a brand or buying anything. Influencers (who obviously have big followings) are usually trusted by those that follow them. So when a business brings an influencer onboard their appeal and trustworthiness are increased. The working theory is that if the followers see an influencer endorsing and recommending a particular brand then they consider it authentic. Brands that operate a lot through digital platforms are usually regarded by people with so much suspicion. It’s because of the lack of the human element and using influencers significantly instils that much needed human touch.

Periodically Meet Customers Physically

As much as operating online is cheap and easy it wouldn’t hurt to at times arrange outdoor events where your customers can interact with your brand. You can arrange your own initiatives such as meet and greet events and roadshows for example. To make this even more outstanding you live stream such events on your social media platforms using the live features. This will go a long way in cultivating the human element by moving away from just being seen virtually only. The mere fact that you care enough for your customers to arrange events to meet them will make them esteem your brand much higher. Plus they’ll see that you aren’t hesitant to be seen in person as a brand meaning you have got nothing to hide. Putting a face to the brand’s voice always takes your relationship with customers further.

Socializing – Making Human Connections

There are several studies that have been done that showed that the more businesses socialize with their customers the more they grow. Interactions between the business and the customers mustn’t be overly formal and strictly just business. Such approaches make the whole customer experience feel rigid and very cold. One way to encourage this socialization is by empowering your staff to address customer issues. Staff shouldn’t be made to parrot their responses or words when interacting with customers; it ends up feeling like customers are dealing with robots. Liberate the staff more to conduct interactions with customers (either in person or virtually) in social and open-ended ways that are up to their discretion. Online interactions shouldn’t always be solely about products and services; at times basic conversations about current affairs, as an example, can lighten up those interactions. The basic approach is that staff must be allowed to make human connections when interacting with customers.

The crux of keeping the human element is encapsulated in building relationships and partnerships with your customers. The 4 ways discussed in this article are directed at achieving that. Therefore it’s important that you prioritize these areas when it comes to customer care and service. These ways can actually set you ahead of and above your competitors.