NEW YORK, Nov. 15, 2018 /PRNewswire/ -- Braze (formerly Appboy), the leading global customer engagement platform that delivers personalized messaging experiences across push, email, apps, and more, is revealing The Braze Brand Humanity Index, based on a commissioned study conducted by Forrester Consulting on behalf of Braze. The study is informed by over 3,000 global consumers and in-depth interviews with leaders at top brands, identifying the top emotional and functional attributes that make a brand feel human to customers. An accompanying Brand Humanity Assessment Tool provides an interactive resource for companies to measure their brand humanity and tangible business impact.
Consumers are looking for helpful, authoritative, responsive, thoughtful, and supportive communication from brands and the results are strong connections that in turn create loyal customers. Braze released the Brand Humanity Assessment Tool, an interactive resource to help brands determine their level of success in connecting with consumers on a human level. The tool measures how brands compare to the research findings in emotional and functional brand qualities to drive customer satisfaction and resulting return on investment.
"We believe The Brand Humanity Index represents everything Braze stands for as a company—human communication that connects emotionally with your customers drives the engagement, purchase behavior, and loyalty we're all striving for," said Myles Kleeger, President and Chief Customer Officer at Braze.
The evolution of technology is helping marketers more than ever before, allowing brands to connect with consumers in a way previously not possible. The study finds that for brands to break through and create meaningful engagement, they need to converse with people in a manner that understands their needs and emotions. Marketers need to invent a new style of communication, that balances technology with a human approach. The Brand Humanity Index guides marketers and businesses to develop strategies that successfully bridge this connection.
The study findings reveal:
- Only 60 percent of brand experiences result in human-like connections; 40 percent of brand experiences aren't delivering on the human brand promise
- 57 percent of consumers say that human communication would raise their likelihood of staying loyal to a brand
- 58 percent of consumers say human-like communications would raise their likelihood to make a purchase or use a brand's service
- Top functional characteristics of brand humanity: (1) speaks like a regular person, (2) values my time and business, and (3) communicates in the tone I prefer
About Braze (formerly Appboy)
Braze (formerly Appboy) is a customer engagement platform that delivers messaging experiences across push, email, apps, and more. Braze is built specifically for today's mobile-first world and tomorrow's ambient computing future. Braze is set apart as the platform that allows for real-time and continuous data streaming, replacing decades-old databases that aren't built for today's on-demand, always-connected customer. With data, technology, and teams working together in unison, the Braze platform makes marketing more authentic, brands more human, and customers more satisfied with every experience. Braze is a venture-backed company with hundreds of employees. Offices are located in New York City, San Francisco, London, and Singapore. We've been recognized by Forbes Cloud 100 at #85, ranked #225 on Inc.'s 500 Fastest Growing Private Companies, named a "Top 10 Upstart" by Business Insider, in addition to being #21 in the Deloitte Technology Fast 500 List. Learn more at Braze.com.