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Imagine that you’re hungry, you're on the way to the station, and someone runs up to you and offers you a nice sandwich.
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Would you accept it would you say "oh yeah thanks"?
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But if it was someone you trusted like a family member you would say "Ah that's wonderful, great."
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My name is Dunya van Troost and I work as a research manager for Google Benelux.
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Technology is becoming more human, but so is our relationship to it
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which means that what we currently expect from brands really isn't any different than what we expect from people.
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Rather than humans having to learn machine
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it's important for brands, and they should think about this, how are they actually going to humanise the interfaces that they offer to their clients?
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And while doing so they should be mindful of the social rules.
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So when is it actually welcome to offer up help and when is it deemed inappropriate.
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Be in the moment. You can delight your customers by offering a service that is right for that customer at that particular moment.
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Connect emotionally. Having a close relationship with your customer gives your brand a real competitive advantage.
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Trust is key. Your consumers need to know who you are before you can help them.
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One of the major challenges of a study like this is that it's very difficult for people to actually imagine how they see automation as part of their lives,
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how they see technology as part of their lives, how technology can help in their lives.
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It’s important to know who your customers are but what this research has shown us it's that it's equally important that your customer actually knows who you are.
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So that means can they trust you, do they know what you stand for, do they feel emotionally connected with your brand?
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And, if that's the case, there's a lot more you can offer them through data and automation when they interact with your brand online.
