Anticipate and create real value.
We always talk about brands being and behaving like people. At a crucial time like the one we are living in, in which consumers demand more human interaction and brands that are at their side, details such as asking how you are, what you need, how that product is doing, or simply being accessible, make all the difference. This is where the real interest is shown, the one that goes beyond the commercial benefit.
Companies have their finger on the pulse of society before institutions do, allowing them to anticipate and create real value for their consumers. Like the insurance company that has created a digital consultation service that saves you from having to travel to your health centre. A good example of how to make this ‘human’ attribute tangible in a clear action plan from which the user benefits at every point of contact.