A customer is a person who purchases your products and services in return for specific needs and requirements. These particular customer requirements include a mix of brand expectations, concerns, assumptions, etc.
In a broader spectrum, emotions are behind every purchase your customers make.
Harvard researched customer emotions to drive profitability and growth. Here are some of the interesting finds below.
- Customers who are emotionally engaged show three times more recommendations for the products and services.
- Emotionally engaged customers buy three times more often.
Why are customer emotions not yet fully exploited?
- Lack of advanced tools to study emotions and their direct impact on customers and business strategy. As a result, it is difficult to scale the results up.
- Despite the well-known importance of customer emotions, business strategies still don’t take into account when and how emotions are associated with customer loyalty.
Because of this, it’s important to understand customers’ emotions and how this helps with the engagement and growth strategy. The following are the four aspects of customer emotions.
The four important aspects of customer emotions
Brand loyalty builds with emotional connections
Customer emotions are the primary source that drives brand loyalty and advocacy for the products and services.
Over time, the relationship between customer and brand grows and there are several factors behind it. Like emotional thinking, rational thinking and other external factors.
Building brand loyalty is not easy, especially when there are numerous competitors in the market. One has to be ready with purpose-oriented marketing and business strategies. When a new customer shows a preference for a product or service, there are rational factors behind it. For example the lowest prices, more features, better support, etc. But once a customer makes a purchase, the only game of customer emotions is to build brand loyalty.
According to a study, 44% of customers would prefer emotional criteria when recommending a product or service. It’s also important to know that 3% of customers recommend products based on the company’s values.
Some important questions a new user can ask themselves before connecting with your brand on an emotional level. Such questions could be as follows.
- Does the brand deliver what the customer was promised?
- Are the functions as simple as explained during the presentation or demo?
- Is customer support active all day as mentioned on the website?
- Does the new customer get the right instructions or not?
Some emotional parameters that a customer might consider in order to become a loyal customer are as follows.
- Does the customer feel happy and satisfied with the product / service?
- Does the customer find it difficult to use the product?
- Is the customer angry and sad because they made a purchase?
So focus on building various aspects of emotional building with customers that add lifetime value. The above questions can shed light on the emotional responses that grow over time as the user’s rational perspective diminishes.
Receiving customer emotions is a back and forth
Brands often assume that their job is to attract new customers and increase sales. However, the most important aspect that is being ignored is taking care of your customers as your friends and family.
You take care of your loved ones by knowing their interests, problems, possible solutions, etc. The same goes for your customers.
To maintain two-way communication with your customers, you should keep their needs and concerns in mind. Some of the possible ways you can show this to your users are as follows.
- Take regular feedback from your customers. In fact, the study shows that 70% of your customers expect you to work on their feedback in order to create better customer relationships.
- Work on this feedback and, if possible, include it in your new product updates. Not only will this make your customers feel valued, but they will also prefer your brand to others. The customer who is heard is likely to stay loyal to your brand as a loyal customer.
- Make new changes to your website design based on your clients’ suggestions. Some important questions that might be asked here are: Are your customers having trouble navigating your website? Is your website design user friendly and clean? Etc.
- Conduct regular polls and polls and ask your customers what content they would like to consume. Is it an e-book that you want? Or short blogs, case studies, and so on.
Know your limits in order to understand your customers
75% of customers expect a brand to know why they chose their brand. Additionally, 52% of customers want their favorite brands to know how satisfied they are. Knowing your customers and gathering useful data is important. But what is more important is to use the data correctly and appropriately.
Customers don’t expect brands to send them ads based on their browsing habits. You also don’t want to receive unnecessary sales pitches on plans and other marketing events. The multiple annoyance of users leads to a bad brand experience. And this would lead customers to associate negative emotions with your brands.
Three emotional factors lead to good customer emotions.
Understand your customers with the intention of creating personalized experiences. Once users get the experience they expect from your brand, the trust factor is built between them.
Brand integrity refers to how your customers perceive your brand in terms of products, services, authority, reputation, and so on. It’s easy for customers to see if your brand isn’t meeting their needs.
Imagine buying from a brand based on its reputation. And what you get after you buy isn’t what it sounded like at first.
This would lead to a decrease in brand integrity and trust.
Customers describe their favorite brand as honest. Honest brands make a real presence in the market. Some of the things that can help you show your brand honesty are as follows.
- Communicate your product features unadulterated.
- Mention your prices as consistent across all platforms.
- Find out about the right schedule of your new products that your customers are expecting.
- If the requirements of your customers cannot be solved with your products and services, then convey them clearly. Instead of keeping them waiting a long time and preventing them from moving to the next brand.
Customer emotions through consistency
Customers trust their favorite brands. And before trust, they expect your consistent presence everywhere.
Consistency is what brings your audience to you. Your customers would expect the same and positive experience across all of your touchpoints.
Your brand should communicate in a single way, be it from online engagement to the retail experience. Brand consistency creates higher customer expectations and builds customer loyalty.
A consistent brand experience deepens the customer relationship.
Just like developing yourself, a brand requires special care and development. Carefully integrating your customers into the right brand character always contributes to your brand reputation. And no matter where, your customers will always associate your brand as their favorite and most preferred.
So, a consistent brand should understand the following parameters.
- Brand voice is how your brand sounds, feels, and looks as you speak to your customers.
- Understand your brand both externally and internally to have a consistent voice and thought leadership.
- Providing regular and useful content to your customers increases the trust factor and makes you a popular brand.
Some important elements to build the right customer emotions
Customer emotions play a crucial role at the beginning and at the end of a customer journey.
Below are some of the elements that drive customer emotions for your brand.
Be a good listener!
To properly capitalize on customer emotions, make your brand a good listener.
Being a good listener as a brand hits the right place in the hearts of your customers. A customer has many requirements. Sometimes they can find themselves frustrated or trying hard to find the right products and services.
Instead of starting sales right away, listen to every aspect of the customer request. Once customers feel they are being heard, positive emotions are generated with your brand.
Every brand has a story to tell. When users come to see how your brands speak and share common concerns and strategies. This is where the brand builds the first impression. Storytelling arouses emotions in customers and lets them trust the brands.
To become a storyteller, a business strategy should be well researched and understand the audience, tone, goal of the story, for example helping small businesses engage and others that concern aesthetics.
Airbnb is known worldwide as a popular brand with its storytelling approach. The brand connects different travelers with suitable destinations and experiences local hospitality. It is the actual user generated content that creates a real story for the audience and the brand to grow at the same time.
An exciting brand arouses positive energy in employees and customers. If every content asset trains users or sensitizes them to different topics, it arouses enthusiasm among customers.
Creating content like pre-made infographics, a research study, etc. that is hard to find elsewhere creates a sense of excitement. And your customers will always be waiting for your next social media post or blog for ongoing engagement.