For years, the retail industry had witnessed two blood brothers B2B and B2C providing a nomenclature to business models. But for the past few decades, they are teaming up together to shape the future horizons with experience. And we can’t forget about the distant brothers B2C and D2C that are bridging the gaps from O2O (Online to Offline) integrations in order to pillarize the approach. The blood flows in the same flow to provide an unconventional experience to the consumer.

But regardless of the prefixes and suffixes with ‘2’ that are B, C, D, H, P, etc. the consumer wants to talk with a human. And decisions (purchase/sell) are best influenced when the emotional component gets nourished with human interactions. Thus, the umbrella of ‘Human-to-Human’ (H2H) comes to shade all the above-mentioned biz terms.

An irony with an instance: “On a fine Sunday morning, I was just making my pending payments. And sorted them according to their digits. As I proceeded to the larger amounts. My payment of $100,000 got stuck in the middle of nowhere, but the amount got deducted. I instantly reached to customer care. And that irritating bot, kept me waiting for 30 minutes straight. The bad part here is that three consecutive bank holidays are starting from tomorrow.”


THuman to Human approach revolves around the idea of ‘made by the people and for the people and creating interrelatedness with each other. This approach provides extra attention to the clients. The main objective is to make sure that the association between the brands and customers has a face value, an owner, and a voice that catches the core of the brand, eventually making it more reliable. Customers prefer personalization or personal attention but at the same time, they do not want to come out of the comfort of automation. With the H2H approach, providing a blend of both seems possible.

Taking it to the person level, customers are now expecting to interact more with brands that are not just behind dialed calls. Live customer service, social media interactions, forums, in-app chats, etc. So, the brand should now take the opportunity to show the human side of the brand. drawing on personalization capabilities and customer intelligence, focusing on perspective and communicable language creates an interest.

Listen up – And when it comes to humanized marketing, do listen and understand them to what they are saying. The ear-connect wires a strong bond. Hence, felicitating better communication of brands desires and goals to customers.


While keeping it human, connections in the digital era are witnessing stronger experiential sales. The umbrella of H2H is aided by immersive digital interventions to make brand narratives stronger and more connective. Now, can we compare sophisticated window displays to clowning to attract eyeballs? Though many of us call it ugly comparisons, just because the markets in the west are profitable with extravagant occasional window displays?

AI is shaking hands with humans with promises and blurs – don’t take it directly. We are experiencing ease and relief in our dailies through artificial intelligence and on the other side brands are using it to connect humans with them – take it as irony. Though evolution in which we are is forward the love is coming in backward whenever we fail ourselves as humans. The breach is common in various aspects and the immersive tech mammoth is engulfing in contradictions.

Paul Cash explained some gestations* from his book ‘Humanizing B2B’, “In this context, ‘human’ is a tool, helping organizations get away from those B2B products–only narrative, and to start talking more about audiences or customers using techniques like emotion and storytelling, and leveraging brand purpose to build our emotional bridge between an audience and a company.”

*BrandingMag – What is a ‘human’ brand, anyway?