It seems that the latest marketing buzz found in most business writings, especially those about ‘Social Media’ , is the new business mandate to connect and engage customers. The drum beat sounding the critical need to develop deeper customer relationships can be heard everywhere.
Have you heard it? Do you agree?
Despite all the noise however, very few of these articles, briefs, and marketing content GET TO THE HEART of how to engage customers and connect with them at a much deeper level. If you dig deeper than the buzz words, here’s one thing that you’ll learn.
If you want to establish a deeper connection with people, (your customers) you need to deliberately evoke certain emotions during the experience you stage for them. You need to know how they feel, when they feel it, and how those feelings are now impacting your bottom line.
So let’s start exploring the concept in greater depth.
THIS FEELINGS THING FEELS STRANGE – It’s understandable as most businesses don’t usually sit around conference tables, talking about how customers feel.
Yes, talking about feelings might seem strange for a business point of view. But the truth of the matter is that most of us evoke emotions as part of our every day lives. We just do it naturally.
- We buy flowers and cards for birthdays and anniversaries to let people know still we care for or love them
- We write thank you notes to make people feel appreciated
- We burn candles and play soft music to evoke feelings of love and romance
- We go out of our way to pay extra attention to friends or family going through tough times to help them feel hopeful, encouraged or cared for.
- We tell stories about our experiences to make people feel inspired, entertained, or understood.
OK…Let’s Take a quick glance at some emotions you might have had in the business world……as a customer.
- Have you ever bought something from a business and didn’t get a simple thank you, making you feel unappreciated or even irritated?
- Have you ever felt stressed in a buying situation because you didn’t trust the business you were buying from ?
- Have you ever felt unsatisfied or disappointed because you settled for something and didn’t buy exactly what you wanted?
- Have you ever felt hurried on a busy night in a restaurant thinking they wanted to seat new people at your table?
I remember being trained and drilled on Feature and Benefits selling, when beginning my business career in sales, with Hunt-Wesson Foods.(Now ConAgra Inc.) There was never any discussion, and I do mean never, on the role emotions played in a successful sale . About as close as we came to discussing emotions was reviewing trade relations and customer rapport progress.
Times sure have changed.
Have you heard of Zappos? They are known for their fantastic customer service and employee culture.
“We built the entire company around our employees and customers. If employees weren’t happy, they would not make customers happy. If customers weren’t happy, we wouldn’t be where we are today. Delivering happiness supported by a culture of service became our vision.” – Tony Hsieh, Zappos CEO
Evoking the emotion of “HAPPINESS” HAS HELPED MAKE ZAPPOS A POWERHOUSE COMPANY. DELIVERING HAPPINESS IS THE HEART & SOUL OF ZAPPOS. (Check out book here.)
If we are going to engage and connect with customers , (A key to customer loyalty & advocacy) we need to understand emotions and how they drive value or destroy it, for your business.
Research and study in the fields of Neuroscience, Neuroexperiences, and Psychology is hot and heavy today, attempting to better understand the impact of emotions and experiences on customer behavior – buying decisions.
In his book, The DNA of Customer Experience, Colin Shaw and his team at Beyond Philosophy, deliver the proof and demonstrate (for the first time ever) “the empirical link between evoking certain emotions, and increasing and decreasing revenue”. We already know that Emotions Account for over 1/2 of the total customer experience and ultimately 50% of all buying decisions. We also know that over 90% of Senior executives world-wide believe the customer experience is the next battleground for competition.
Those businesses that stage memorable customer experiences differentiate themselves and gain a significant competitive advantage.
An Important Question For You That Matters?
- Have you devoted any time during the last year thinking about the role emotions play in your business success ? I’m guessing not !
Here’s A Thought
If 50% of your customer experience is dependent on how a customer feels and you’re not devoting any significant time to this area, aren’t you just rolling the dice when it comes to your customer experience?
A Final Thought
My goal for The Rock Your Customers Blog is not to provide content in the form of rules, best practices, do’s and don’ts, or guaranteed steps for business success. It’s not as easy as many seem to make it sound.
One of my goals is simply to provide you some food for thought as you investigate and explore business strategies to address a very changed business world and let’s face it a very changed customer.
The reality of today’s business world mandates that we all need to THINK ABOUT the business of business in new ways.
- Think about the fact that over 50% of all buying decisions are made based on how people feel.
- Think about how you make your customers feel.
- Thnk about what emotions are most important in your business.
- Think about getting your team together and having a discussion on how your customer experience makes customers feel.
Thanks for the visit and please do share this post with a friend. Thanks
Best to ya & Rock Your Customers,