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Well its important because without it, there will be no persion to meet the customers needs. But over emotio
Yes,
Emotional connections enable you to market to the client’s emotions by either describing a sensation, pain, pleasure, or some other experience. Sometimes it’s called empathizing with the customers because you tend to portray your product/service as one that understands the customer’s challenges and is willing to do anything to make the customers feel cared for. Emotions will always drive your customers’ most profitable behaviors i.e. purchase, referrals, good reviews, word of mouth marketing, brand differentiation and so on.
To succeed in emotional connection with customers, you should understand that the most powerful forms of decision-making don’t happen through analytical rigor, but through emotional persuasion. This means that you should develop and align emotional connection strategies with your specific customer-engagement objectives—acquisition, retention, cross-selling etc.
For instance, why would you choose bank A over bank B & C? Most likely because bank A makes you “feel secure” because they offer something beyond their banking services and this plays as a critical motivator to attracting and retaining you as a customer. Bank A satisfies your emotional desire for security…financial security. But bank A further gives you remarkable customer service by suggesting bank products you may require and assigning you a committed account relationship manager who is genuinely interested in your banking needs hence, satisfy your desire to “feel a sense of belonging”. Here, you will not necessarily remember what bank A did for you as much as you will remember how they made you feel.
If you desire to create a brand people trust and recommend, you have to offer an emotional benefit. You have to identify what these people are looking for from you, apart from your product features. You need to identify what will satisfy their emotional wants, beyond what your product/service is already offering. This way you will differentiate your brand from your competitors and boost repeat purchases.
Most organisations that emotionally connect with their customers survive competition, recession and are ultimately idolised by customers.
Why do I buy an Apple phone? Why do i buy from a particular supermarket online - Amazon?
in one word "Apple". Steve Job realised the importance of this connection. Buying and owning an apple product was no longer buying a PC or Phone it was an emotional experience.
I am not sure what you mean by emotional connect, but an emotion has to be stirred for a customer to buy some products or become loyal to the brand. In case of commodity it is usually not the case, however even a commodity can have a good story and strike a cord in a customer.
Last week I bought a jar of hawaiian black salt (commodity!) for a crazy price, because it had a story and was in a nice jar ;)
