Adopting Customers Emotions as a Strategy

Emotions are a substantial component of the customer experience. A driving force that can build or destroy the worth of any business. It dictates what we choose among the company’s offerings, what we retain, and helps in forming our opinion on whether to be loyal or not to the brand. Organisations are encouraged given the embedded opportunity in emotions as a strategy to create new value. Connecting with the clients and customers through the emotional level pays more than generating a new customer base.

Emotional motivators vary across customer segments.

There are emotional influencers that target age group. The new advert of one of the leading Mobile Telecommunication company in Nigeria with 444 Slogans was specially crafted to catch the attention of the Millennials who may likely be the chunk of their customer base. The Telecom Company designed the message and features of the advertisement to connect with that generation. 

Emotional motivators for a given brand or industry vary with a person’s position in the customer journey

For the Banking sector of the economy, the desire to feel secure is a critical motivator to consider when attracting and retaining customers. Emotional motivators for any brand or industry vary with a person’s position in the customer experience journey. Companies should align their emotional-connection strategies with their specific customer-engagement objectives.

To leverage opportunities from emotional connections, companies must look beyond the marketing department. The retailers should critically examine all functions and customer touchpoints to find ways to enhance Returns on investment.

Emotion connection strategies

• Targeting Connected Customers – organisations need to conduct surveys to identify the group of emotionally connected customers – also known as the Flourishers. The Flourishers’ category defines an ideal customer. They have brand loyalty and spend more on a product than an average customer would spend. This category is less price-sensitive over the product or brand they are emotionally attached to.
• Quantifying Key Motivators – A forward-looking organisation must identify and understand the role packaging plays to the emotionally attached customer towards their brand. No wonder many organisations spend so much on changing the look and feel of their products regularly.
• Measure and Learn- Businesses need to make emotional connections a key part of their business strategy. In addition, consistent tracking will ensure customers or clients are not being lost due to the inability to be emotionally connected.

Embracing an emotional-connection strategy across the organisation requires deep customer insights and a commitment to align the organisation with new ways of thinking.