In a nutshell, there are emotional and functional attributes that contribute to what it takes for a brand experience to feel human to a consumer—the feelings your brand communications evoke, plus what your brand can do (the functional attributes) to drive that human perception. But how are brands achieving this?
For BlaBlaCar, their optimization process began with a clear goal. The company wanted to reach its customers as effectively as possible via email while also maximizing its email open rates. BlaBlaCar’s clarity about what metrics mattered for its business and where it wanted to see improvement made it easier for its marketers to determine where to focus (and, eventually, what to test).
At Braze, we strive to provide best-in-class technology that allows our customers to quickly and effectively use that data—and partnering with best-in-class data visualization platform Looker is a key part of that effort. Whether you need to improve time-to-action, drive data adoption across teams, or create actionable customer segments, the Looker and Braze platforms work seamlessly to identify and address your data needs.
At a time when we have overcome virtually every messaging barrier of distance, time, and scale, what can we do to return communication to its roots as a tool for building community? At this year’s Long-Term Relationships (LTR) Conference, Braze CEO and Cofounder Bill Magnuson explored how the practice of customer engagement has cultural implications that transcend business objectives.
Your customers now expect you to create human experiences by activating the key emotional and functional triggers that form the basis of the Brand Humanity Index, and their demands are only increasing. So how do modern brands successfully operationalize the creation and delivery of human experiences at scale? At the 2019 Long-Term Relationships (LTR) conference, Dipanjan Chatterjee, Vice President and Principal Analyst at Forrester, explained how brands can begin their journey.