Storytelling, nostalgia and personal touches can help drive positive emotional connections with customers.
Many brands interested in improving the customer journey are changing their focus from customer satisfaction to creating a positive emotional connection. Emotion is the most important driver behind the customer experience and is a large part of the decisioning process. Let’s take a look at the ways that brands are creating a positive emotional connection to improve the customer experience.
The Importance of a Positive Emotional Connection
A positive emotional connection that is formed when customers interact with brands stays in the customers’ minds and increases loyalty and engagement. By improving human connection in a largely digital world, brands can strengthen the emotional connection they form with their customers.
A Harvard Business Review report, The New Science of Customer Emotions, stated that customers are emotionally connected with a brand when the brand is aligned with their personal motivations and enables them to fulfill their deep desires. Ritu Kapoor, CMO at Lob, a direct mail automation platform provider, told CMSWire that customer loyalty is established when an emotional connection is formed between a brand and its customer, creating a preference over a brand’s competitors.
Related Article: Can Low-Code, No-Code Tech Help Marketers With Emotion-Led CX Design?
What Story Is Your Brand Telling?
Storytelling is an extremely human experience, as we are all storytellers. We love telling other people the story of our lives, and we also enjoy hearing the life stories of others. From the time we are born, our parents began telling us stories, and we also listened to stories from our teachers, grandparents, brothers and sisters, friends, and those around us. Don Miguel Ruiz’s book, The Voice of Knowledge, tells readers that “Before we were born, a whole society of storytellers was already here. The storytellers who were here before us…
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