Putting the spark of humanity back into communications

Photo credit: instagram.com/noah.buscher

By Kathy Kyle Bonomini, Founding Partner

I’ve read yet another post just a moment ago calling people ‘users’. I don’t believe making New Year’s Resolutions but have decided to make one for 2019.

Whenever someone in marketing, communications or PR - or any industry for that matter - uses the term ‘user’ when referring to a human being, I will feel compelled to correct them to call the ‘user’ a ‘customer’. But how shall I do this? I am taking suggestions on how to best do execute my NYR:

a) throw glitter in the face of the offending party (it really does get everywhere);

b) blow an air horn when ‘user’ is uttered; or

c) politely correct them by stating that ‘users’ are humans and should be called ‘customers’ or ‘people’. Probably the most civilised option.

Our industry should be built upon creating authentic relationships and engaging with the customer using creative, bold digital and experiential strategies. Whether they are our client or our client’s customers, they are all customers and deserve to be listened to - inspired, even. When we view our customers through a lens of humanity only then are we able to truly listen to their needs, dreams, ideas and motivations. And it is then that we can better serve them.

Ultimately we will be in a better position to create effective campaigns and achieve our client’s goals if we are customer-focused and not user-focused.

Otherwise I’ve got a whole bag of glitter on hand and I’m not afraid to use it.