I Brand sono come le persone, ce ne sono tanti!

emotions-customer-experience

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:

customer-expectations

Continue reading “I Brand sono come le persone, ce ne sono tanti!”

Usare i 5 sensi per una vera Customer Experience

senses

by Anita Campbell

Chain grocery stores have done an enormous amount of research on how people shop.

In these huge stores, marketing is primarily transactional. That means there is a minimum amount of personal communication between the customer and the store’s staff.

Location, lighting, display and packaging take the place of person-to-person interaction.

How do these huge stores entice customers to spend money? Easy. They use psychology.

Continue reading “Usare i 5 sensi per una vera Customer Experience”

Emotional Experience: qualche idea per la retail CX

Nota AICEX: sembra che le persone siano più “emozionali” se sottoposte a luci chiare e luminose.  Vediamone l’influenza sulla retail Customer Experience.

According to a recent study published in the Journal of Consumer Psychology, people are more emotional under bright lights. So depending on what you are going for in your retail customer experience, a rational decision or an emotional one, you need to adjust your lighting to evoke the right response and deliver a better experience.

According to MedicalNewsToday.com, The findings were the result of six different studies performed in different lighting conditions. Participants were asked about different things, attractiveness of people, the taste or spiciness of foods, or the aggressiveness of a fictional character. Then researchers analyzed their responses based on the lighting level. They found that in all cases, positive or negative, emotions were more intense under bright lights.

Researchers believe this is because light is perceived as heat and heat triggers emotions. This perception, however, is hardly of the conscious mind. It is instead a product of the subconscious mind.

Continue reading “Emotional Experience: qualche idea per la retail CX”