AICEX: Le Emozioni ci consentono di capire perchè si sceglie un Brand piuttosto che un altro. E fanno la differenza nel caso di prodotti e servizi soggetti a “commoditization”.
Brands are like people – there are many of them.
Just like people, few are liked or trusted. And among those, even fewer are able to transcend emotional barriers. So just like successful people – successful brands are able to capitalize on different customer motivators and cater directly to them.
These motivators can include the desire to “be different”, “caring about the environment”, or “enjoying a sense of stability”. Identifying the right motivator may be difficult – because not only do these connections have to be created, customers themselves may not be consciously aware of them.
Reaching emotional connections in the customer experience
Millenials and Generation Z consumers place their feelings at the forefront during purchase decisions, more so than consumers of previous generations. In fact, all types of brands – from cat food to SaaS software are able to capitalize on this new type of consumer, transferring emotional connections to the customer experience.
So when a brand promises us to stand out from the crowd, offers to bring order and predictability to our lives – these triggers could make us gravitate towards that brand.
One way of pinpointing these triggers is to understand customer personas. For example, Jack, 30 is tech-savvy and is able to start using a product after watching one or two video tutorials. Mary, 50 prefers to talk with a person over a screen-sharing session instead. Understanding customer personas is the first step to understanding inner drivers that shape our decision making process.
The seconds step is to group customers according to their value system:
- Do they seek to be different vs. belong to a group?
- Do they want to experience freedom vs. to feel in control?
- Do they enjoy a sense of thrill vs. tranquility?
- Do they care about the environment vs. themselves?
- Do they consider a successful life as a result of risk taking vs. security?
Sharing customer knowledge across departments, taking notes during customer interactions and using customer community tools during the customer journey is a fool-proof way to increase customer value and maximize ROI with minimal risk.
A study by HBR revealed that emotionally connected customers are 25-100% more valuable than just highly satisfied customers. Not all brands are able to connect their strong brand images to strong emotional connections:
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