While we might consider ourselves logical, rational human beings, the majority of our decisions are actually made by the subconscious part of our brain – enter emotion-based marketing.
Research conducted by Harvard Business Review (1), across a range of industries, used statistical techniques and data analytics to conclude that merely satisfying customers is not enough. The emotional connection to a company separates it from the others by creating brand loyalty over time (2), thus establishing this connection with consumers carries huge financial benefits.
Of course, in order to successfully engage customers emotionally, you must first understand their key emotional motivators. These vary between industries, brands, and consumers so it is essential to identify those which are most important for your customers.
For example, one of the critical motivators for customers joining a new bank was to “feel a sense of security” – naturally, they want to know their money will be safe. However, it was found that for Millennials joining the same bank, other motivators including a “desire to protect the environment” and “be the person I want to be” were more important.
Customers today want more than transactions – they want relationships. Where brands successfully form emotional relationships, consumers are:
Companies deploying emotional-connection based strategies and prioritizing the customer experience find that increasing customers’ emotional connection drives significant improvements in financial outcomes (3). Interactive demo tools are a simple but effective way to connect with consumers and trigger an emotional response. Through stimulation of the senses, the consumer makes a subconscious association between sensory experience and brand, marking the beginning of the relationship.
So if you are seeking new ways to enhance customer experience and move beyond mere customer satisfaction, forging emotional connections has huge potential to maximize a loyal customer base.
Satisfaction without engagement is ineffective.
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