(function(url){ document.addEventListener(evt, handler, false); Karmarama, ‘Brand Nirvana: Closing the human experience gap’, 2019 Braze, ‘How human is your brand?’, 2018 The Drum, ‘Why Innocent Drinks decided to get blue and argumentative on social’, 29 Nov 2019 By Isabella Gelston. As we’ll see it doesn’t have to be this way. #sb_instagram .sb_instagram_header h3.sbi_no_bio { for (var i = 0; i < evts.length; i++) { That’s the challenge. }; Everyone’s trying to do their best for the people who buy their products, use their services and consume their content. Have you noticed that the world is obsessed with the customer? Ahead of this, if you want to hear more about HX, and how you could apply human experience thinking to your brand– please do get in touch at newbusiness@karmarama.com, Terms of use Customer journey. And, of course, ‘the customer experience’, any self-respecting company’s number one priority. We like our tea made a certain way, order the same curry on a Friday night and, when we get to work on Monday morning we like a familiar daily routine – something expected. Have you noticed that the world is obsessed with the customer? }; margin-left:20px !important; } text-align: left; This is where things can start to go wrong in the communication and marketing industries. Welcome to Karmarama, part of Accenture Interactive and the home of Good Works. Through a variety of research techniques, we have identified the eight steps necessary to get to a more empathetic, near transcendental state that we’ve called “Brand Nirvana”. The customer is always right. display: block !important; opacity: 1 !important; Clothing (Brand) See more of Karmarama on Facebook. 2.3K likes. Many brands still make their consumers feel like they are being treated transactionally rather than cared about as a person. © Karmarama. addEvent(evts[i], logHuman); addEvent(evts[i], logHuman); Customer is king. #sb_instagram .sb_instagram_header h3.sbi_no_bio { })('//www.karmarama.com/?wordfence_lh=1&hid=639F1FA955DB8069D2DD0F8830ADB3B2'); If either of these two things interest you, or you’d like to chat some more about any aspect of this report, please do get in contact. Karmarama, ‘Brand Nirvana: Closing the human experience gap’, 2019; Braze, ‘How human is your brand?’, 2018; The Drum, ‘Why Innocent Drinks decided to get blue and argumentative on social’, 29 Nov 2019; By Abi Stocker Planner. if (window.wfLogHumanRan) { return; } document.attachEvent('on' + evt, handler); } Karmarama cemented its independence in 2011 when it sold a stake to private equity house Phoenix Equity Partners (PEP), best known for its high-profile investments in … float: none !important; People don’t like change. Related Articles. Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. Customer service. If brands can speak directly to these moments – with insight and empathy – they can become more than a seller and start to play a more meaningful role in their audience’s lives. Karmarama is one of the most progressive creative agencies in the world, known for its ability to blend creativity, digital and data to develop campaigns that help brands better engage with consumers. document.detachEvent('on' + evt, handler); Welcome to Karmarama, part of Accenture Interactive and the home of Good Works. if(/(? $24.99. © Karmarama. if (window.removeEventListener) { Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. Many brands still make their consumers feel like they are being treated transactionally rather than cared about as a person. This is an amazing figure when you think about it and a great testament to acting in a more human, self-aware way – a brand doesn’t need to launch a new product, drop its price, widen its distribution or even spend money on a marketing campaign to increase sales. View ideas from Sid McGrath. Claim your copy of Karmarama's 8 steps to Brand Nirvana. }; The customer is always right. display:none; Download your copy. Only thinking, talking and pursuing people as the transaction they might make, as faceless figures with credit cards and pound signs over their heads, means brands and clients will only ever be sellers and the audience will only ever be buyers. Get in touch. BrandNirvana_Karmarama - Free download as PDF File (.pdf), Text File (.txt) or read online for free. ‘Brand Nirvana: Closing the Human Experience Gap’ ... Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. Karmarama is one of the most progressive creative agencies in the world, known for its ability to blend creativity, digital and data to develop campaigns that help brands better engage with consumers. We hope you’ll find this new research helpful. } But perhaps everyone’s got it wrong. Something special, of lasting value. What kinds of things does it do? Log In 2. Customer journey. if (window.addEventListener) { var wfscr = document.createElement('script'); var addEvent = function(evt, handler) { removeEvent(evts[i], logHuman); var removeEvent = function(evt, handler) { Visit profile. } else if (window.detachEvent) { Karmarama Launch ‘Brand Nirvana: Closing the Human Experience Gap’ Research. Karmarama has always been renowned for blending creativity, data and technology to create the best customer experiences and strategic solutions for brands. Talk: How brands win by creating better human experiences, 10 Oct 2019, 14:00 – 14:35, MW Strategy & Leadership Stage. However, our research also shows that many brands and businesses still aren’t getting it right, with a significant number of people still feeling like they are being treated transactionally rather than cared about as a person. This figure proved incredibly useful. Let’s launch something together. } | We are a London-based progressive creative agency, focused on producing highly creative and impactful communications for clients including the confused.com, the British Army, Iceland and Honda. (document.getElementsByTagName('head')[0]||document.getElementsByTagName('body')[0]).appendChild(wfscr); Terms of use for (var i = 0; i < evts.length; i++) { text-align: left; Customer-centricity. Or as Karmarama calls it – Connected Creativity. Have you noticed that the world is obsessed with the customer? Have you noticed that the world is obsessed with the customer? How brands can navigate a changing ANZ esports landscape. }; BrandNirvana_Karmarama Karmarama Launch ‘Brand Nirvana: Closing the Human Experience Gap’ Research September 27, 2018. padding: 0px !important; Such was the interest in this figure, that it got us thinking: if brands that delivered a more human experience could see that sort of increase in spend, could we break that down by each of the 8-steps to help people understand their individual commercial potential? You can download a copy of Brand Nirvana: Closing the Human Experience Gap here. } Karmarama | 25,783 followers on LinkedIn. if (window.wfLogHumanRan) { return; } var addEvent = function(evt, handler) { .sbi_header_link { Through a variety of research techniques, Karmarama have identified the eight steps necessary to get to a more empathetic, near transcendental state that we’ve called “Brand Nirvana”. } window.wfLogHumanRan = true; Brand purpose: Step 1 to 'Brand Nirvana' If your brand demonstrates human-like behaviours you create stronger emotional bonds with people, according to Karmarama's latest research. margin-left:20px !important; margin:0px !important; display: block !important; The research uncovers eight steps to reach this goal, 'Brand Nirvana' and the first step is to challenge how you're thinking about brand … What you’ll see is that people are willing to spend significantly more with a brand that delivers any one of the 8-steps. for (var i = 0; i < evts.length; i++) { Where and how is it distributed and who does it partner with? margin: 0px auto; When we first published ‘Brand Nirvana…’ in 2018 we were really pleased with the response, from client and agency folk alike. One-on-one, but at scale. Karmarama ‘Brand Nirvana’ Relevance? Extract taken from Brand Nirvana: Closing the Human Experience Gap. wfscr.src = url + '&r=' + Math.random(); Extract taken from Brand Nirvana: Closing the Human Experience Gap. And, of course, ‘the customer experience’, any self-respecting company’s number one priority. } else if (window.attachEvent) { } }. It all comes from a good place. And as useful as we’d hoped the 8-steps to help close ‘the human experience gap’ would be, the thing that really caught people’s imagination was the figure of 47%. document.attachEvent('on' + evt, handler); A brand that you fall for, that you believe in. wfscr.src = url + '&r=' + Math.random(); display:none; When asked how much more money people would spend with a brand that goes beyond expectations to sort out a problem when things go wrong, we saw an average increase of +32%. Come As You Are Smiley Tee - Blue var logHuman = function() { ... Campaign subscribers will have received this point of view in a booklet titled Brand Nirvana: ... brands interpret this as a charter to be ‘mates’ with their, er, customers at all times. Reducing a target audience to the term “customer” strongly influences the way brand custodians behave. Have you noticed that the world is obsessed with the customer? display: inline-block !important; Customer is king. Our research paper has now launched, to download the full report click here. :Chrome\/26\.0\.1410\.63 Safari\/537\.31|WordfenceTestMonBot)/.test(navigator.userAgent)){ return; } }; Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. Sid McGrath, CSO, Karmarama. Although we had to be careful to define each step so that respondents could understand what we were asking, and then give them an easy metric to demonstrate an increase in spend, we got the type of insightful results we were looking for. Download your copy. 200624 document.removeEventListener(evt, handler, false); Tweets by Karmarama Search 1.5 billion Email & Phone# Browse to anyone's Linkedin profile, and Contactout will find that person's email address and phone number } Find out more about getting to Brand Nirvana here and don’t miss Sid McGrath’s talk at The Festival of Marketing, where he’ll reveal more of the latest findings and how you can embrace HX to great effect. wfscr.async = true; There’s a famous saying that if a person spoke to you in the way advertising does, you’d punch them in the face. The rest of the time the audience is participating in culture, feeling human emotions such as love and excitement at best, and frustration and anxiety at worst. })('//www.karmarama.com/?wordfence_lh=1&hid=79ED21C57467E30930F986DA346B5882'); Customer service. Customer service. This website uses cookies to ensure you get the best experience on our website. Karmarama | 25,545 followers on LinkedIn. The Festival of Marketing is a unique experience where ambitious marketers can discover, learn, celebrate and shape the future together. width: 80%; The second accompanied the step around ‘full transcendence’ which is the ultimate human experience for brands where they demonstrate they are ‘more interested in you than making a profit’. #sb_instagram .sb_instagram_header { Sid McGrath, CSO, Karmarama. As much as we’re all aware of the importance of things like purpose, enlightened employees, committed service etc., putting a value to it elevated this thinking from ‘nice to do but a drain on profits’ to ‘must do to actually increase profits’. } This simple move can open up a completely new way of communicating. for (var i = 0; i < evts.length; i++) { Karmarama says the ‘customer’ is dead - too bad its parent company thinks the opposite, writes Dominic Mills. .sbi_header_link { Perhaps this relentless focus on the c-word has lost sight of what’s behind it – a human. Privacy Policy var evts = 'contextmenu dblclick drag dragend dragenter dragleave dragover dragstart drop keydown keypress keyup mousedown mousemove mouseout mouseover mouseup mousewheel scroll'.split(' '); The customer is always right. var removeEvent = function(evt, handler) { You can download a copy of Brand Nirvana: Closing the Human Experience Gap here Sid McGrath, CSO, Karmarama Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. }. The customer is … } window.wfLogHumanRan = true; When we looked at the data from the analysis of people’s relationships and buying behaviour around brands that offered a more human experience, we discovered a willingness to spend up to +47% more with them, than brands that just created a typical customer experience. var logHuman = function() { (function(url){ removeEvent(evts[i], logHuman); } There’s a very simple way to do this: upgrade ‘customer experience’ to ‘human experience’ switching out ‘CX’ for ‘HX’. Official licensed Nirvana Merchandise T-shirt, sweatshirt, Jacket at Rockabilia. It just needs to be prepared to remedy a screw up, even when that screw up is the brand’s fault. A massive part of this is having an authentic human purpose – a meaning beyond profit. Karmarama Launch ‘Brand Nirvana: Closing the Human Experience Gap’ Research. So we did just that. Two scores stood out for us in particular: 1. It all comes from a good place. Customer-centricity. Shop Trendy collection of Nirvana T-Shirts Music & Pop Culture-Inspired Clothes & Accessories. Yet this is where brands choose to spend the majority of their communication budgets. Customer is king. The first was around ‘committed service’ where we discovered the enormous importance of what can be thought of as ‘brand atonement’. } wfscr.async = true; The customer is always right. Customer-centricity. Download this expert report for a guide to elevate your thinking, your brand and its performance… 200624 (document.getElementsByTagName('head')[0]||document.getElementsByTagName('body')[0]).appendChild(wfscr); It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2019. Through a variety of research techniques, Karmarama have identified the eight steps necessary to get to a more empathetic, near transcendental state that we’ve called “Brand Nirvana”. } } But it doesn’t stop there. document.removeEventListener(evt, handler, false); margin: 0px auto; Learn more. .sbi_header_img_hover { These people are so much more than “buyers”. By Isabella Gelston 12 Oct 2018. wfscr.type = 'text/javascript'; #sb_instagram .sb_instagram_header { } else if (window.attachEvent) { width: 80%; Customer is king. We saw an average spend increase of 31% here. float: none !important; Now part of Accenture Interactive, we have unrivalled access to leading technologies, advanced analytics, global scale as well as extensive experience in complex customer-centric digital transformations. Customer journey. }; opacity: 1 !important; Customer-centricity. Our research is to launch this September, this document has been designed to guide you through the eight steps to enlightenment, so you can elevate your thinking, your brand and its performance…because the customer is dead, so long live the human being. And, of course, ‘the customer experience’, any self-respecting company’s number one priority. display: inline-block !important; var wfscr = document.createElement('script'); Customer service. padding: 0px !important; if(/(? document.detachEvent('on' + evt, handler); Privacy Policy } else if (window.detachEvent) { In terms of what’s happening next, we’re busy working on two things: a Karmic Index which will allow us to understand the HX performance of brands in relation to their competitors and their category average; and a series of workshops that can help brands improve their experience around each one of the 8 steps. .sbi_header_img_hover { Customer journey. With a little help from our friends at Accenture Research, we’ve made an interesting discovery: brands that demonstrate more human-like behaviours and treat their audience more like humans than customers, create such strong emotional bonds with people that they become irreplaceable – a highly-preferred necessity that people desire, often irrationally, and are even willing to forgive when things go wrong. This makes innovation tricky, but defining your brand’s purpose could be the solution to innovation. What does a “human-centric” brand look like? Got it! if (window.removeEventListener) { Karmarama has always been renowned for blending creativity, data and technology to create the best customer experiences and strategic solutions for brands. So for anyone that ever doubts that a brand having virtue or empathising about its audience will compromise how much people are really willing to spend, rest assured, it’s actually possible to make a lot more money without actually trying to make money at all! :Chrome\/26\.0\.1410\.63 Safari\/537\.31|WordfenceTestMonBot)/.test(navigator.userAgent)){ return; } It has to be love. Karmarama. wfscr.type = 'text/javascript'; The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. var evts = 'contextmenu dblclick drag dragend dragenter dragleave dragover dragstart drop keydown keypress keyup mousedown mousemove mouseout mouseover mouseup mousewheel scroll'.split(' '); Once you’ve reset the way you refer to your target audience, you can start to think about how this will affect the way you behave. We have long embraced this kind of thinking at Karmarama but we’ve decided to test it out – find the true value of treating people as humans rather than customers and distil tangible steps to do so. Imagine then if we all started seeing and empathising with ‘customers’ as human beings and equipping brands with more human characteristics? if (window.addEventListener) { document.addEventListener(evt, handler, false); Come As You Are Smiley Tee - Green. Nowadays, few relationships with brands or services exist solely in the moment of consumption. Rather than smile and brush this sentiment off, it’s worth considering what’s behind it: people don’t necessarily want to be spoken to like a “customer” – they want to be engaged with as the living, breathing, well-rounded human beings they are. We conducted further research through YouGov, based around the 8-steps, asking people to tell us how much more they would be willing to spend with a brand that showed, for example, a reciprocal relationship. They have full and active lives, of which they’re only spending money for a small percentage of time. We’re missing a trick here. He revealed the results of Accenture Research and Karmarama’s study, Brand Nirvana: Closing the Human Experience Gap: “People will spend up to 47% more money on brands that provide a human experience rather than a customer experience,” he said. margin:0px !important; Human Experience Gap ’ Research makes innovation tricky, but defining your Brand ’ s trying to do their for... Up, even when that screw up, even when that screw up, even when that up. Has always been renowned for blending creativity, data and technology to create the best experiences! Moment of consumption and the home of Good Works the c-word has lost sight of what ’ number. 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