César Vega, Finance, HR, and Compliance Manager at Würth Elektronik, introduced Hilary Corna, bestselling author, keynote speaker, and founder of The Human Way. In her conference, Hilary focused on the questions: What happens when we treat consumers as human beings? What can we do to focus more on the individual?

The expert explained that nowadays consumers have a sea of options, it's very easy to find options for any service, whether in-person or in the digital world. That's why one of the most important aspects a company must develop is consumer trust. 

She commented that humanizing is the most important thing to generate loyalty and trust, both internally and externally, because 95% of customers are loyal to companies they trust, and 31% of customers don't trust companies that don't know how to respond to different crises.

To begin the process of humanizing customers, Hilary recommends asking yourself the following questions:

• Is it difficult for your customers to find a human being to assist them directly?

• Do you send emails with the "no-reply" legend?

• Do you make money in ways your customers don't know about?

• Do you have policies that put your employees in dilemmas because they question if they are doing the right thing?

• Do you measure the time of call center staff to know how quickly they end calls?

• Do you avoid the possibility of your customers making comments on your official sites?

• Do you resist your employees showing their real personality?

• Do you feel uncomfortable apologizing?

• Do you follow protocols to the letter without any exceptions?

She also highlighted 6 characteristics that people-centered companies have: 

1. Personality, attitude, values.

2. They live in empathy with their customers.

3. They create opportunities that represent the brand. 

4. They practice real dialogues. 

5. They have surprise moments.

6. They are open, honest, and show their true selves.

"If I'm not doing anything to change people's lives, then what am I doing?" declared Hilary. This can be seen as part of her central philosophy.

Hilary is the host of the "UNprofessional" podcast, a bestselling author, keynote speaker, and founder of The Human Way. She is also the former Senior Executive Officer of Toyota Asia Pacific, leading the UNprofessional community. Among her clients are State Farm Insurance, General Motors, and the United Nations Foundation. Her reputation as a speaker has taken her to over 20 countries and more than 1,000 events.

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