Emotion is one of the most critical aspects of the business when it comes to customer experience (CX) strategies. It has become a key component of building customer trust since an increasing amount of attention and consideration is attached to it. Customer behavior in recent trends is emotionally driven.
Emotion in Customer Experience:
Emotional customer experience, be it positive or negative, makes a lasting impression on our mind and memory. It is stored in a way that it becomes a part of a vast network of associations. It is the reason behind those impulsive and intuitive buying or engaging decisions of a customer. Emotions are, therefore, an essential part of our ability to reason and make any decisions at all.
Positive or negative experiences of a brand will either strengthen or erode consumer perception of the brand in any given consumer scenarios. Be it engagement with marketing and branding efforts or buying products or dealing with after-sales.
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Positive Emotional Connection in Building Customer Trust and Loyalty:
The customer’s psychological perception of a brand involves their ability to trust a company. The need to earn and develop customer trust has never been felt so necessary until now, and also easy to lose it.
According to a reputed accounting organization, when a positive emotional connection is created with a brand, 92 percent of customers are most likely to stay loyal to it, 88 percent are expected to spend more. In comparison, 91 percent are willing to vouch on behalf of the brand. The loss of trust among the millennials and multicultural consumers was felt between 2016-18, and this invariably dropped their faith in brands significantly.
Build customer trust and loyalty by creating effective branding. Understand their needs and expectations. Connect with customers on an emotional level at the right time by providing them positive experiences and do it with transparency, building trust, and lifelong customer relationships in the process.
Ways to Strengthen Customer Trust and Emotional Connection:
Know your customer. Reach them where they are with the right message. Have a robust CRM platform to get deep customer insights through which empathy is built. Purpose-gathered data enables robust predictive analytics, which helps translates the data, delivering actionable customer engagement insights.
Based on these insights, develop strategies to adjust business functions, processes, and channels to serve the customers better and deliver the brand promise.
Convey Great Customer Experiences and Transparency Counts:
Customer experience is the ultimate result of any brand. Consumers rate brands based on their feelings for them. The key to the excellent customer experience is to make it an exceptionally emotional experience across the entire customer’s route or journey.
For this, you need to understand your customers, always walking that firn line between knowing enough to create individualized experiences without being invasive.
As we had mentioned earlier in the blog, trust is the crucial component of customer satisfaction with a digital experience. Be as transparent as possible in your business. Make your company transparent, competitive, and compliant, and this will help with building customer trust in the process.
Related: 7 Trends shaping Future of Customer Experience in 2020