Martin Lindstrom, recognized in TIME Magazine’s 100 Most Influential People globally, presented a groundbreaking concept at the Global Marketing Summit 2023 in Istanbul. Lindstrom emphasized the need for a shift in the business world towards a Human-to-Human (H2H) approach, stating that B2B and B2C now almost signify the same.
But what does H2H mean? Lindstrom explains, “People are more than just customers for businesses. They should be seen not just as buyers but as human beings. Hence, the ‘human-to-human’ (H2H) approach is gaining increasing importance in the business world. Understanding people’s emotions, needs, and values goes beyond businesses merely offering products or services. Building deep connections with people is the key to forming long-term customer relationships. The H2H philosophy is not just about marketing a product or selling a service; it’s about understanding how you can add value to people’s lives. To succeed in the business world, you need to put people at the center of your decisions.”
And what about employees? The H2H (Human-to-Human) philosophy shifts businesses from being just product or service providers to focusing on interpersonal relationships. Representing an understanding that views customers not just as buyers but as emotional beings, the H2H philosophy requires businesses to understand and act upon the needs, emotions, and values of their customers.
Here are some reflections of the H2H philosophy in the field of human resource management, as summarized by the Moodivation team.
Emotional Connections: The H2H philosophy, which focuses on building humane relationships with customers, encourages organizations from an HR perspective to establish deeper and emotional connections with employees. This approach makes employees feel more valued at the workplace, leading to a sense of meaning in their work. Emotional connections increase employee commitment and form the basis of long-term professional relationships.
Job Satisfaction: Understanding and caring for the emotional needs of individuals rather than viewing them solely as a workforce increases employee job satisfaction. Happy and satisfied employees work more efficiently and contribute to the success of the business.
Employer Brand: Organizations managed with the H2H philosophy strengthen their employer brand. By adopting a more human-centric approach in human resource management, they are perceived as employers who value their employees and prioritize their personal and professional development. This attracts and retains talented employees.
Employee Engagement: The H2H philosophy enhances employee commitment to the business. Businesses that understand and value the emotional needs of their employees obtain more committed and motivated workforce, ultimately enhancing the business’s performance.
Communication and Collaboration: A human-centric approach encourages open communication and collaboration. Businesses that listen, understand, and collaborate better with their employees foster more effective teamwork and innovation.
Moodivation’s Response to the H2H Philosophy
Moodivation’s technology, supporting the strengthening of steps taken for the employee experience, aligns with the H2H approach. Companies using Moodivation have the chance to easily learn and analyze their employees’ emotions and thoughts at every step, from onboarding to the exit process. Moreover, our revolutionary anonymous feedback technology, which completely transforms the company’s feedback culture, creates an uninterrupted communication channel. Employees know they can voice their opinions in any situation, strengthening emotional connections, increasing loyalty rates, and rapidly improving results.
If you want to get to know Moodivation’s technology and request a demo, you can write to us