Why Brands Must Nurture Relationships with Customers Through Reliable Technological Connectivity

Economist Joseph Schumpeter once observed that mass production means production for the masses. Picture a huge number of undifferentiated commodities, all produced with maximum quantity in mind. Accordingly, the economic culture that grew up around the first draft of consumer culture was just as impersonal: generic pitches to generic audiences buying generic products. In this podcast Evgeniya Pikina of Mitto urges organizations of every size to rethink their approach and rethink their methods. Brands that humanize themselves and engage customers with personalized, reliable, secure, and consistent two-way technological communications will come out on top. Even as some people might be seeing AI as a tool that drains the human touch from things, Pikina discusses how there’s a dynamic between human connection and the actual technology behind modern digital connection.

“Storytelling is the oldest form of human connection,” says Pikina, adding, “We are naturally wired to connect with stories.” We learn how thoughtful deployment of the right technologies can combine the gains offered by digitization with a level of personalization that creates brand experiences, even to the level of feeling that a brand reflects one’s values. We learn how Mitto is helping their clients thread this needle.

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