LTR 2019

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.

The way brands engage with consumers is evolving. As strategies move from reactionary to customer-first, messages become more personalized, relevant, and valuable. It’s no longer just about the tech, or the data, or the messaging channel. It’s about combining all these tools and tactics to do what once seemed impossible: Be more human by using more technology.

What you’ll learn from this session:

  • How to drive customer engagement through human communication
  • The results of the updated Brand Humanity Study
  • What sets successful, brilliant brands apart when it comes to brand humanity

Making Human Connections at Scale

At last year’s LTR, we debuted the Braze Brand Humanity Index (BHI), a precedent-setting piece of research that identifies what attributes make a brand feel human to customers. Conducted by Forrester Consulting on behalf of Braze, the study also measured the business impact of a brand’s humanity. For example, it found that customers who perceive your brand as human are 2.1x more likely to love that brand and 1.9x more likely to be satisfied by it.

This year, guest speaker Dipanjan Chatterjee, Vice President and Principal Analyst at Forrester, dove in further to the findings. He also presented an update—this year, Forrester leveraged prior research to identify six critical dimensions that make a brand feel human. Next, they went out and asked 1,617 marketing leaders to rate their current programs against the six identifiers, as well as explain what dimensions pose the greatest challenges. The new information is now available in the BHI 2.0 report.

Your Brand’s Journey

Learn more about what makes a brand human by checking out the LTR 2019 content roundup.

Madison Gardner

Madison is obsessed with the human stories within data. When she’s not writing case studies or discussing retention strategy, you can find her pizza crawling her way through every major city.