Is there a greater joy than hearing your customers rave about your products and service? After all, there’s no better endorsement than positive client feedback to highlight the value of your business.
Positive feedback primarily stems from positive emotions. Therefore, for businesses, understanding and influencing customer emotions is important, if not critical. It can help your business succeed even if you are competing in a saturated market.
Although the concept of emotional experience had taken the backseat until recently, emotions have always played a significant role in customer behavior and spending. Let’s take a look at how they can put your brand in the spotlight, all for good reason!
Emotions Influence Customer Loyalty
Similar to rational factors like price and quality, customer emotions also play a significant role in affecting consumer decisions. While a customer may first choose your product for its amazing features or affordability, emotions can help nurture a stronger relationship.
When customers feel wonderful, comfortable, and at ease with the customer journey, they develop a bond with the brand. They are more likely to purchase again from you to relive the customer experience. They are attracted to the reliability, trustworthiness, and overall positive emotions they associate with the brand.
Also, an emotional connection with the brand fosters a deep sense of loyalty, and customers may not let go of your product even when the price changes or more competitors come your way. If you succeed in building a loyal client base by offering a great emotional experience, your business can enjoy a consistent stream of revenue.
Emotions Enhance the Customer Lifetime Value
For today’s customers who are on the hunt for meaningful experiences, vibing with a brand goes a long way. So, it’s no longer about just an amazing product. Everything from the store’s ambiance to the quality of customer support plays a role.
So, businesses need to focus on understanding the behaviors and expectations of their targeted client base and evoke emotions that their customers want to experience throughout the buying journey. It will increase the customer lifetime value (CLV).
A higher customer lifetime value means you have established a long-term relationship with your client. The customer retention and satisfaction level will be high, and they can immensely contribute to the profitability and growth rate of the business.
So, emotions can earn you customers for life. With EVI®, you can track how customers feel throughout the customer journey and evoke emotions that persuade customers to spend more and remain loyal to your brand for a long time.
Emotions Promote Word-of-Mouth Marketing
Loyal customers contribute to your business in many other ways too. When customers are highly satisfied with your products, they recommend them to people they know, increasing your potential client base. They become the advocates of your brand and will continue to promote it.
You would already know that word-of-mouth marketing is an effective way to grow your business organically. Statistics show that 90% of people tend to trust a brand that’s recommended to them. Also, it helps in enhancing your brand’s image and reputation in the market.
Evoking positive emotions in your customers throughout the customer journey can bring many long-term benefits to your business. Positive emotions have the power to popularize a brand as much as negative emotions can destroy a brand. So, even upcoming businesses that struggle to compete in the market can benefit abundantly by making emotional experience their USP. Your brand will experience steady and sustainable growth.
Channeling Customer Emotions towards Your Success
Many businesses are yet to realize the power of creating a positive emotional effect on their customers. But, as highlighted above, emotions involve a lot in a customer’s buying decisions and in turn, can affect your business.
EVI® can help you determine what your customers truly feel when they go through your brand’s buying journey. You can use it to fix pain points, streamline the customer experience, and drive sales up!
