Emotions Drives Customer Experience
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?
For instance in banking, a motivating emotion may be to “feel secure” or have “have a positive future”. Perhaps, if the target is a specific age group, the motivator maybe “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, whereas only 21% of customers who viewed the ads on other platforms felt the connection.
Brand loyalty can work magic. One of the points highlighted in Harvard’s research is customers who are emotionally charged are willing to pay a little extra as if they are willing to pay for the right to use your product or service. If you stop and think, there may even be times in your own life where this is true. It could be a simple as a choice in soda or even restaurants. It may not be the food so much as the feeling of a sense of belonging, trust, and confidence that you will get great service.
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 and how trust, empathy, and transparency can play an integral part in a lifelong loyalty. We specialize in not only promoting your brand but taking the time to understand your customer’s needs. We are advanced in soft skills which empowers our agents with the listening and responsive skill necessary in building 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.