Emotions Drives Customer Experience
TeleworkPH
Published: March 18, 2019
There is nothing wrong with your product. In fact, it’s an exceptional product and you have spent years developing it and countless hours toiling to get it prepared to go to market. You know it and I know it. But for some reason, the numbers don’t show it.
What you need is to have your customers feel the same emotional connection with your brand as you do. This can be challenging and many companies who fail to find creative ways to connect with their customers on an emotional level don’t make it. Others who succeed have discovered how to set themselves apart from the other companies in the same market and get into the emotions of their customers.
According to this study by the Harvard Business Review, emotionally involved customers are 52% more valuable than the highly satisfied customer. It’s not just enough to be recognized and trusted. It’s critical to align your brand with the emotional motivators of your customers. Some of these motivators include desires to “stand out from the crowd,” “have confidence in the future,” and “enjoy a sense of well-being.”
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Customers make decisions based on emotions, whether positive or negative.
So this is why understanding how your customers feel or want to feel, is critical.
But this is specific for each brand and market. You have to stop and ask yourself: What emotionally motivates my customers?
Building Emotional Connections
For instance in banking, a motivating emotion may be to “feel secure” or have “a positive future”. Perhaps, if the target is a specific age group, the motivator may be “to be the person I dream to be”. Studies have also found that social media ads have a higher emotional response rate for some categories. Overall, 60% of customers became emotionally involved; in contrast, only 21% of customers who viewed the ads on other platforms felt a connection.
The Power of Brand Loyalty
Brand loyalty can perform wonders. Harvard’s research highlights one crucial point: emotionally charged customers are willing to pay a little extra, almost as if they are ready to pay for the privilege of using your product or service. When you pause and reflect, you might even recall instances in your own life when this holds true. It might be as straightforward as choosing a soda or a restaurant. It’s not just about the food; it’s about the feeling of belonging, trust, and confidence that assures you of receiving excellent service.
Customer Sentiment and Connection
Customer Thermometer completed a survey and reported the following: 65% of customers felt a connection because a brand made them feel like it cares, 55% of customers felt like a brand has allowed them to make a positive difference in the world, 45% of customers felt that a brand understands them, and 42% felt that a brand is run by like-minded people.
Interest, trust, optimism, admiration, and acceptance are the top 5 emotions for brand connection.
Marketing is not an easy job. It takes a lot of time, effort, and resources to run just the right campaign to hit the target group. So how can outsourcing with TeleworkPH help get customers emotionally involved?
We understand the importance of meaningful interaction with your customers. Additionally, we recognize how trust, empathy, and transparency can play an integral part in lifelong loyalty. Moreover, we specialize not only in promoting your brand but also in taking the time to understand your customer’s needs. We have advanced soft skills that empower our agents with the listening and responsive skills necessary to build a solid relationship with your customers.
Book a call or drop us an email. Let’s talk about how we can make sure your customers feel the trust, optimism, and sense of belonging they deserve.
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