How To Appeal To The Emotions Of Your Customers

How do you feel about puppies, penguins, and duck-billed platypuses?

Chances are, you feel pretty good about them. Maybe you think they're cute, maybe you remember going to the pet shop with your parents to pick out a new pet, or you recall all the fun you had at the aquarium as a kid. And as simply as that, this blog post has made an appeal to your emotions.

how-to-appeal-to-emotions.pngEmotions are your customers' final frontier, a domain that has been largely neglected until just recently. But as the science of decision-making develops, more brands are realizing that appealing to emotions can lead potential customers to you, and keep them loyal by delivering delight.

Why it's good to get emotional

The leading researchers in decision-making all agree: we're not as logical as we think we are. In fact, most of the decisions we make are inspired by emotions, not by intellect. But it's not just lab-coated scientists who are saying this. The savviest brands have already started emphasizing emotions, often rather than traditional points of competition like price. As Tony Hsieh, CEO of Zappos, says: "every call is perceived as a way to make a positive emotional connection with a customer." That's the secret to the stellar customer service at Zappos. But what is an "emotional connection," exactly?

Customer Experience

Think of a brand you love, like Nike, or Frosted Flakes. All those good feelings you associate with the brand, whether it's the energetic feeling you get after a great run, or the nostalgia of cereal and Saturday mornings when you were young — those are emotional connections. Now think of a brand you've had a negative experience with, either because of a faulty product or poor service. That too is an emotional connection.

Brands have to work hard to establish positive associations and excellent emotional connections. The trick is, making your customers "satisfied" isn't enough.  

I don't want no satisfaction

"Satisfied" is just about the least satisfying emotional adjective, don't you think? You're satisfied if the vanilla ice cream you ordered is actually vanilla. You're satisfied if the shoes you bought fit. Is that all there is? Numerous studies of customer satisfaction have all come to the same conclusion: without an emotional connection to the brand, customer satisfaction doesn't matter. 

Satisfaction isn't enough because customers aren't making purchases purely for logical reasons. Satisfaction is the bare minimum that doesn't guarantee a customer will come back. In fact, customers who are emotionally engaged are at least three times more likely to recommend your brand, and three times more likely to make a future purchase from you. Emotionally engaged customers are even willing to pay more for your products. 

No matter what you're selling, engaging with your customers' emotions is square one. Doing so can lead to more business and bigger returns. But how does one go about connecting with customers?

Reach out and touch someone

Ok, so you're ready to embrace the importance of your customers' emotions. But what's next? You're not just going to call customers up and tell them you love them (although that might not be a bad idea). Appealing to emotions doesn't have to involve a major overhaul of operations. It's all about slight changes of behavior during exchanges with your customers, at the point of sale and during customer service. It comes down to three key principles.

Customer Experience

1. Make a personal connection: Always remember your customer is an individual just like you. Sounds obvious, right? But you can start by using the first name of the employee and the customer. Remember the customer on repeat interactions, and pair employees with customers in the long-term. Once that personal connection is made, keep developing it. 

2. Appeal to shared interests: It's a good idea to know as much about your customer as possible. The right customer excellence platform will give you a complete picture of your customer, including her interests, online profiles, and past interactions with your brand. Any one of those can be a talking point. Employees should never miss an opportunity to go off-script and talk about things they have in common with customers. 

3. Impart delight: The end goal of of all interactions with customers should be to impart delight. This is the most positive association a customer can have with a brand. Imparting delight is a challenge because it means exceeding your customers' expectations in ways they may never have imagined. That's about breaking through the sales facade and delivering what the customer will really appreciate. 

Brand Embassy is designed to match customers and customer service agents in a uniquely human way to deliver a customer service experience that appeals to emotions. You'll get to know your customers better, and that helps you provide the fastest, most responsive customer service. Your customers are waiting to be delighted. Let us show you how easy it is to make that happen, if you have the right tools. 

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