Despite remarkable advances in marketing technology and process, there remains a disconnection between many companies and the people they seek to serve.
When it’s right, it’s incredibly powerful. Yet, getting it right remains elusive. It’s never been and won’t ever be a plug and play process.
Humanisation exists to guide companies to this destination.
Founded in 2016 in Singapore, Humanisation specialises in Human-Centered Marketing.
We do this by partnering with businesses who want to make genuine connections with their customers.
In our first year, we’ve helped Software as a Service (SaaS) companies go global and thrive in new markets, guided global brands through digital transformation in Asia, assisted leading technology providers with launches in developing markets, worked with homegrown retail start-ups and given some top digital leaders the support and coaching they need to grow.
I’ve sat in too many meetings where not a word has been said about the customer — where the only priorities are profit margins, technology and data. I’ve witnessed too many businesses focus on cash and code at the expense of their customers. I’ve been one of those customers too, and I know there has to be a better way.
When I started my marketing career, people mattered. Building relationships and connecting with customers mattered.
Over the years I've helped businesses to incubate new ideas from scratch as well as lead large scale digital transformation projects across multiple markets. All of these projects had an ambition to grow by building meaningful customer relationships – and many went off course along the way as we hit hurdles of alignment, capabilities, understanding technology, trying to get quicker wins, managing short vs longer term financial goals, finding investment to match the effort and competing viewpoints.
I’ve tried many different techniques for connecting with customers along my journey (some successful, others less so), but what has worked every time is simply listening and learning; being empathetic.
I’ve worked as a Strategist and marketing professional for the past 18 years. For the past 10 years, I’ve acted as a consultant, agency partner and marketing director in 30 countries to help businesses craft a more human approach to their go-to-market strategies and grow internationally.