‘3 Secrets to Making an Emotional Connection with Customers’ – Small Business Trends
Rieva Lesonky says, “Positive emotions are vital to a good retail customer experience. But how can you ensure customers have a positive experience in your store? The Power of Emotion and Personalization, a survey of more than 20,000 people by InMoment, has some guidance about what emotions matter most to customer loyalty.
Emotion has become the No. 1 driver of a great customer experience, InMoment reports — more important than ease or effectiveness. The study surveyed both customers and businesses about what emotions create positive brand experiences. Here’s what they said:
Satisfaction is by far the most important emotion in creating positive brand experiences. Thirty-eight percent of consumers ranked it as important, compared to 26 percent of businesses.
Other emotions ranked far behind satisfaction for consumers. Feeling safe/reassured is the second most-cited emotion related to positive brand experiences (14 percent). Being made to feel important ranks third (12 percent) while being made to feel “relaxed/at ease” ranked fourth (11 percent).
However, there are some important discrepancies between the emotions that consumers feel are important and those that businesses think are important to their customers. For example, consider that 12-point gap between consumers’ and businesses’ rankings of satisfaction. Businesses are also more inclined to think consumers want to be part of something special”.
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