July 2, 2022

It’s H2H ( Irrespective of B2B,B2B2C,B2C)

Planning, margins, profitability, operations, marketing – you’re the boss and you know it best for your business. You have built teams to be most efficient and effective. Kudos, that does take a lot.  

Even after a journey that one can regard as a success if you feel there’s a missing element to it, here’s mostly what it is – the heart to heart connection ( H2H)

It could be a B2B business, B2C or B2B2C, one needs to go beyond being united with the expectation of the buyers. This beyond, view from over the shoulder, is that of building a heartfelt connection with the stakeholders. This recipe for success is a timeless business model and the reason for the success of top names today. 

It could come off as a surprise to know that all buying decisions are an emotional response and then pops in the logic to justify the purchase. Be it a Ferrari or a water purifier, the buying decision is emotional much beyond the features and benefits. 

There are a lot more elements in this type of relationship but these key elements set the framework for priority in an organization. 

In the book Emotional Intelligence by Daniel Goleman, he ascertains that Emotions are strong impulses that drive us to take action. Amygdala is the emotional centre that hijacks the rational mind. 

Here are the five components of Emotional Intelligence 

Context – We need to get in-depth to understand how we can hire teams with high EI and nurture them and use the principles of EI to build business models and genuinely add value to our customers. 

  1. Self-awareness 
  2. Self-regulation 
  3. Self-motivation
  4. Empathy
  5. Relationship management 

The emotional Intelligence of leaders, management and executive dictates how conflicts are resolved, the mental well-being of the teams, sharing feedback and respecting boundaries in the workplace. More importantly, this can have a direct impact on the sales and service team, in their actions and the way they treat customers. 

Did you know that around 93% of customers would make a repeat purchase if the company delivers excellent customer service? This number is entirely dependent on the teams that are trained and meant to interact with the customers. 

So, this essentially boils down to building genuine and authentic heart to heart connections in the employee and customer grid to ensure that business goes to have the support of the ecosystem as it keeps growing and branching out. 

Here are the key elements of an H2H relationship with the customers: 

  • Delivering the promises made
  • Consistency and quality
  • Similar values to that of the customers’ 
  • Share your why, share your story 
  • Personalisation in service 
  • Making every customer feel inclusive 
  • Feedback results in changes and changes seek feedback as a cycle 

A valuable brand is synonyms with profitability and scale. The key element of building a valuable brand means letting people know that they are doing business with people and not merely a company. 

By the misplaced use and overuse of AI and robotics, one only introduces technical support and mechanical brief and no emotional connection. The very emotional connection that makes a brand feel valued and cherished.

The current threat to the H2H connection is not because of the intervention of the technology but because of not placing technology to add value but to merely cut costs. This strategy sows its own seeds of destruction and doesn’t serve the brands in a long run. 

The two primary aspects of creating a world-class business are a system to acquire new customers and retain the ones that have already paid heed to the brand. 


If you wish to create these systems and build teams that thrive on a great culture, get in touch with us and explore your growth. 

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