Most think that customers make buying decisions with a rational approach, analyzing details like features and financials. Not true. Over 50% of an experience is based on emotions. Emotions shape the attitudes that drive decisions and behavior. And, they impact behavior far more than technical or functional factors.
All buyers are influenced by their emotions. They just may not realize it. How customers care about your products/services may be unconscious, but these unconscious feelings can have a very concrete impact on your business. Emotional connections can determine the strength and length of a customer relationship. They drive passion, loyalty and advocacy.
Now is the time to pursue a strategy focused on the human side of service—and to make a conscious choice to strengthen these emotional connections.
What is an Emotional Connection?
It’s about capturing hearts and minds, for how a company makes us feel determines our opinions about it and our buying decisions. It is more psychological than logical. And, more unconscious than conscious.
This means that today’s service providers need to develop and demonstrate higher levels of emotional competency. By using an on-product survey through Surveway.com, this will enable you to connect in a deeper way with your consumer. Get valuable feedback and have the opportunity to interact with your loyal purchasers. Not only that, but obtain market research to help you build your brand into the future.
Intangibles provide the real competitive advantage
Optimizing connections leads to improved business results
In Gallup’s article, “Customer Satisfaction Doesn’t Count,” they declare that “If you don’t make an emotional connection with customers, then satisfaction is worthless.” Their research proved that customers don’t buy strictly for rational reasons—much more important is engaging them on an emotional level. And, businesses that optimize this connection outperform competitors by 26% in gross margin and 85% in sales growth.
And, according to a recent Mori study, emotionally engaged customers are:
- At least three times more likely to recommend
- Three times more likely to re-purchase
- Less likely to shop around (44% said they rarely or never shop around)
- Much less price sensitive (33% said they would need a discount of over 20% before they would defect).
As noted by William McEwen in his book, Married to the Brand, “Whether a company is marketing hamburgers or microprocessors, there’s an impressive financial return that results from emotionally engaging consumers – and there’s a substantial cost that results from disengaging them.”
How do you Build and strengthen these Connections?
- Put the customer at the forefront of everything you do
Examine your processes, procedures and even the messages you send to your employees. Where is the focus? Is it on you…or your customers? Wells Fargo is an example of an organization that has made a commitment to put the customer first. Their website proudly displays their philosophy: “Our success has as much to do with attitude as aptitude—what’s in our hearts, not just our heads. Our success depends on how much our team member’s care for their customers, for each other, and their communities; it is the most important difference between a great company and a good one.”
Every time they serve a customer, they ask;” If I were the customer in this situation, how would this experience feel for me? Did the transaction feel simple and easy? Did my issue get resolved quickly? Did the team member accept responsibility for making sure I got what I needed?”
What are your associates saying or asking when they connect with your customers? Consider changing your processes and systems, with your customer in mind. Ensure you have a customer satisfaction survey process in place.
2. Get closer to customers’ emotionality
The more your associates can understand your customers’ experience, along with their feelings and expectations, the better they can serve them. And, “getting close to customers’ emotionality requires empathy,”
Empathy is even more crucial when dealing with complaints, where emotionality is even stronger. “Yet most companies and their representatives look at complaints from their own points of view,” and “responses are frequently ‘canned’. When this happens, the negative emotion will be reinforced.” Empathy does not come naturally to most people. Develop your associates’ abilities in this crucial skill so they can recognize and manage customer emotions in a way that builds relationship and restores confidence. Getting customer feedback is crucial, and there are many ways that Surveway can help with this.
3.Listen, Really Listen
Do you regularly listen and respond to your customers? Do you truly understand their concerns and needs; what’s behind the surface? Really listening helps customers feel welcome, comfortable and important in every interaction, whether it’s a phone call, face-to-face, email, chat or through a customer survey that Surveway can provide with their expertise in this field.
What can you do to respond in a way that demonstrates understanding and respect, and creates a stronger connection with your customers? Do you deliver on your promises in a timely way? When things go wrong, do you go out of your way to apologize and fix the issue fast? When you implement a customer survey and gain valuable feedback, you can interact with your customer at a more personal and deeper level. Surveway have the expertise to assist you with this.
Customer expectations are rising, creating more pressure for organizations to ramp up their service delivery. According to the Gartner Group, in less than 10 years, even the world’s top brands will lose their differentiation. You have the potential to create distinctive memorable experiences that will not only delight customers, but also increase referrals and sales.
So, how would you describe your current connections? In other words, how does your organization make customers feel? Do they feel secure, content; perhaps even special?
Now is the time to consider: How can you make a stronger connection with your customers? What emotions do you want to evoke? What can you do differently to provide the kind of service that doesn’t just fill a need or an order, but inspires trust…that motivates customers to return, tell others and become advocates for your brand?- The best way to do this is via a customer feedback survey. This can be done on-line or via a QR code or our own easycvode.com/yourbrand on the actual product. Research shows that QR code usage is on the increase, so why not take advantage of this trend and find out what your customers really think about your brand/service?