Top Trends: Digital Humanism

In a world that is rapidly evolving due to technology and its advances, it is important to maintain the human connection. While technology solutions allow us to automate solutions and make our everyday lives simpler, real people and authentic interactions are critical to maintaining positive communication and ensuring that digital processes run smoothly.

In theory, technology solutions exist to make our lives easier, but many find that in reality, these solutions don’t solve problems in a way that addresses the way that humans interact and function. By observing how people naturally interact in everyday situations, with technology and one another, technology experts can create digital tools and systems that center around the human experience. Experts call this methodology digital humanism–putting people at the center of technology. Today more than ever, people are using computers and other electronic devices for both personal and professional purposes. However, digital humanism sits squarely between current analog approaches and digital machinism. The latter is what many companies are doing, by automating jobs once held by humans. Digital humanism, however, puts people at the center, embraces unpredictability, and respects personal space.

Experts who have studied the impact of the digital humanism approach have found it highly successful. The people-centric model not only helps employees mobilize technology to perform tasks, but the model helps organizations understand its employees’ and customers’ needs on a human level in order to be of benefit to the company as a whole. Observing the patterns of customers and adapting to them has been shown to be a better way to understand their needs than creating the guidelines and directing them.

As customer service models evolve to embrace complex CRM systems, it helps to remember that people are at the core of what companies do and sell. Customer satisfaction is very important in the sales process–and can help ensure a higher level of trust and retention. Customers will all undoubtedly react differently to technology, so it is imperative for companies to understand and analyze these reactions to create the appropriate marketing pitch to appeal to a larger audience. Despite all the analysis, it is most important to respect customers personal space. Creating an “opt-in” community, meaning all features are opt-in, puts less pressure on the customer and greater willingness to in fact, opt-in to the offered goods and services.

Improved technology has enabled companies to streamline their efforts into more cost-effective business models. One of the world’s leaders in technology and innovation, Google, implemented a new process that would in theory ease the burden on their HR department. Google created and developed a formula to determine appropriate promotion cases. The analysis showed that there was a 90% accuracy rate for 30% of promotion cases. While this project removed human bias, it could not account for various traits human resources officials look for in the hiring process. Instead of using this model to make the decisions for them, representative of the digital machinism approach, Google is using the data  and the digital humanist approach to understand how to better improve its hiring process, putting people first over the decisions of a computer.

In all, digital humanism has tremendous benefits. Using this approach, companies and organizations are able to better understand real human processes to improve the digital experience for employees and customers alike. Even with today’s advances in technology, people should always come first.