Emotions significantly influence the judgments of people and their decisions. That is why the emotional reaction to the experience of interaction with the company largely determines whether the consumer will become a loyal customer.
In today’s article, we have collected for you 25 cases from brands that effectively address the emotions of customers. You can use their experience in your strategy.
Companies should focus on customer emotions
There are three main components of client experience: success, effort, and emotion.
According to the study of Temkin Group, emotion affects clients’ loyalty most of all. However, until now many companies have ignored this fact.
This approach is a relic of the past. Modern research in the field of neurology, behavioral economics, and experimental psychology proves that emotions are at the heart of decision making and judgment formation, and therefore they play a crucial role in client experience with brands.
To help you arouse positive emotions in clients, we have gathered 25 best practices from four spheres:
- Design of the experiment
- The personality of the organization
- Customer Segmentation
Next, we will consider them in more detail.
Humans are emotional beings, each interaction with the company causes them certain feelings. In order for them to be only positive, companies must include emotions in the design of the experience. Here’s how to do it:
1. Focus on the awakening of certain emotions
In design, do not rely only on categories such as positive and negative emotions. Companies should clearly articulate what brand-specific and common ground of feelings they want to evoke among consumers.
For example, the California state lottery determined that people who play the lottery experience a sense of anticipation and optimism. Therefore, the brand has changed the design of its site in order to arouse in the visitors only these emotions. The anticipation is now caused due to the slow appearance of winning numbers, and optimism – due to information about the “happy” points of sale and stories of the winners.
2. Include emotions in customer travel cards
For each point of contact on the map, determine which emotions your customers are already experiencing and which ones you want to call them. Then focus on filling the gaps between them.
When SunPower began to create a travel map for customers, they tried to minimize negative emotions and strengthen positive ones. For example, before selling, brand customers often feel insecure and anxious. To overcome these emotions SunPower simplified access to all the necessary information.
3. The finish on the rise
When people evaluate the experience of communicating with a brand, they pay more attention to its peak and completion.
So Harrah determined that customers who lost a certain amount of money were less likely to return to the casino. Then they formed a special team whose members had a pleasant conversation with the losers and offered them a free lunch at the restaurant of the network. As a whole, the bad experience ended positively, customers left the casino with the feeling that they won.
4. Form communication in a positive way
According to widespread cognitive distortion, people react differently to information, depending on its presentation. Therefore, if a company needs to report bad news, it is necessary to minimize their negative aspects and emphasize the positive aspects.
For example, Osram Sylvania analyzed phone conversations and identified words that evoke negative emotions. Then they asked the specialists of the call-center to replace them with synonyms: instead of “We do not have this product in stock,” say “The product will appear in stock in two weeks.” As a result, the indicator of consumer efforts declined from 2.8 to 2.2 – 18.5%, which is below the average for B2B companies.
5. Prefer qualitative, not quantitative studies
You can not create an emotionally fascinating experience until you study the target audience. To understand the attitude, behavior, motives, and beliefs of clients, it is necessary to conduct qualitative research.
When Fidelity Investments offered a new service – a check-out by phone, they first presented it to a focus group. To customers this idea seemed not reliable, therefore the brand began to develop a safer solution.
6. Create an enemy
The social groups with which people associate themselves greatly influence their self-determination. At the same time, it is most effective to create groups that are opposed to a single enemy.
For example, one of the reasons for the devotion of Apple fans lies in the decades-long confrontation between Mac and PC users that has been cultivated.
7. Measure the effectiveness of awakening the desired emotions
Tracked metrics can tell a lot about what’s important to your organization. If you really want to establish emotional connections with consumers, you must constantly measure the effectiveness of your efforts.
For example, Bupa chose love as the main emotion. The brand evaluates the consumers’ love by offering them a simple task. The participants of the study should distribute the names of companies, among which there is Bupa, on four columns: favorite, friend, acquaintance or enemy.
8. Tell the real stories of customers
Companies should share real stories or photos of customers interacting with their product. This makes consumers feel important.
For example, in 2014 Coca-Cola replaced its logo with 250 of the most popular names and asked customers to share their stories in social networks. Thanks to this campaign, brand sales grew by 2.5%.
Consumers treat companies as people, not as soulless corporations. Therefore, each brand should have its own character. Express it for the formation of emotional ties can be as follows:
9. Tell us about your beliefs and stick to them
The company’s beliefs are an important part of her personality. If you betray them for financial gain, you risk losing confidence in consumers.
Southwest is struggling to increase the availability of air travel, so when consultants advised the brand to make money on the introduction of baggage fees, they refused. Customers thanked the company for their loyalty, which earned her an additional profit of $ 1 billion.
10. Develop a communication style based on values
A unique style of communication revitalizes the company’s texts and its appeals to customers. It must be authentic, uniform, pleasant and understandable.
For example, Innocent Drinks call themselves “exquisite, funny and every day.” These traits are expressed in their conversational and relaxed manner of communication. To ensure uniformity of style at all points of contact, the brand pays special attention to training employees.
11. Invite customers to participate in charity events
According to research, companies that contribute to solving social and environmental problems are positively evaluated by 93% of consumers.
For example, the mission of TOMS Shoes – for each bought pair of shoes to give a couple to needy children – causes the most positive emotions of customers.
12. Use stories to express your personality
Actual stories have a significant impact on people, so companies must express their individuality through storytelling.
Hubspot talks about their corporate culture, using the history of the foundation of the service. In texts and video, the company communicates its core values to the readers – innovation, empathy and ease of use.
13. Use micro texts
Small portions of text with instructions also help companies express their individuality.
Wufoo, for example, uses micro texts to demonstrate their playfulness and uniqueness. So under the “Password” field on their website is written, “As a secret agent.”
14. Find common interests
Consumers are attached to people and groups that share their interests.
For example, the brand Hagerty (an insurance company that offers services to car collectors) was created by a family, keen on classic transport models. To emphasize this relationship, the organization congratulates clients on every new acquisition, both with the birth of a child, and in case of an insured event, wishes the cars a speedy recovery.
15. Create a sound identity
Companies can use audio branding (a unique audio logo, sounds issued by a product, a brand theme or voice) to express their individuality.
For example, Santander developed a musical strategy to increase brand awareness within the framework of the new promotion concept. The bank hired a famous composer who created a unique musical theme for the company.
Empathy and emotions are inextricably linked. Consumers do not like companies that are indifferent to their feelings. That’s why it’s so important to be involved. Here’s how to do it:
16. Teach employees to determine the nature of customers
Companies can reduce negative emotions by educating call center employees to determine the nature of consumers and to adapt their communication accordingly.
A large telecommunications provider has divided all customers into 6-7 groups based on their behavior. Then the brand taught its employees to define the category of each consumer and communicate with him as efficiently as possible.
17. Warmly welcome customers
Customers always have certain prejudices about your brand, which can be influenced not only by experience and information but also by the mood and even the weather. To smooth out any negative emotions, company employees should always warmly welcome customers.
For example, the first rule of service at Apple is to warmly welcome the customer right away as he went to the store.
18. Teach employees empathy
Companies must teach employees to understand the feelings of customers, to understand how their actions can affect these feelings, and to behave appropriately.
For example, NetSpend offers all employees to spend one day as a client.
19. Encourage employees to surprise customers
Surprises activate pleasure centers in the human brain and lead to the ejection of dopamine, which makes the experience more enjoyable and memorable. Therefore, companies must teach their employees to surprise consumers.
For example, The Ritz Carlton included surprises in his culture. The hotel encourages staff to create a unique, memorable and personalized experience for the guests. To meet the hidden desires of customers, management allocates up to $ 2,000.
20. Awaken the employees of natural sympathy
People are very sympathetic. Instead of coming up with rules, companies should try to get real emotions in the employees.
For example, Trader Joe’s are trying to create an environment in which employees will be interested in sincere communication with customers. To this end, the company in all its supermarkets replaced cash registers, so that the annoying sound of reading the barcode did not interfere with the dialogue between the cashier and the buyer.
Competent segmentation helps companies better understand their customers and create a quality experience for them. Here’s how you can use segmentation to establish emotional connections:
21. Personalize customer communication
People do not feel emotion for companies that refer to them as strangers. Personalize the experience of communicating with customers, using information about their names, search history, favorite products, etc.
For example, Lilly Pulitzer began to introduce personalized personalization into mail correspondence with new customers. Many of them were so surprised that they even shared this event in social networks. As a result, the response rates for personalized brand campaigns were higher than the industry average.
22. Tie emotions to people
Different clients react differently to the same interactions. So making an online purchase can scare a representative of the older generation and cause delight in the young user.
When Alliant Energy included emotional drivers in each of the four individuals, they were able to send their customer’s more relevant and personalized electronic messages. As a result, engagement rates doubled, and the number of program participants increased by 150%.
23. Create a community
Clients are attached to brands that introduce them to like-minded people.
For example, the Nike + community offers participants many useful applications and resources that help them lead a healthy lifestyle and support each other.
24. Assign customers with agents with a similar character
Your employees are the person of the organization. Therefore, companies should try to assign to clients those agents with whom they are sure to get along.
For example, one of the leaders in the health field analyzes the identity of the client based on data on his behavior and then connects him with the agent who can communicate with him most effectively. As a result, the average duration of the call was reduced by 13%. The level of satisfaction was not affected.
25. Use the analytics to predict negative emotions
Whenever possible, companies should use predictive analytics to anticipate the emergence of negative emotions and quickly solve all problems.
For example, EMC built a predictive model using customer data and external metrics to evaluate the user’s attitude to the service. As part of this initiative, 86 flip-flops and an advanced algorithm was used that allowed to anticipate the negative emotions of customers. After that, 300 managers contacted customers from the risk group to solve all the problems. As a result, the level of satisfaction grew by 153%.
Awaken in the client’s positive emotions, anticipate their desires, build long-term relationships and you can not only increase the most important indicators but also guarantee the loyalty of customers.