25 Sep Customer Satisfaction Is Not Enough
High-quality products and services are good for business. However, researchers now find that keeping your customers satisfied is no longer enough to build loyal brand advocates. You need to go beyond tracking customer activity and behavior, running surveys, and building loyalty programs to keep customers hooked.
You need to learn the power of emotions.
Why focus on emotional connection?
Doing good business is more than just about closing transactions.
Your customers came more than just to buy; they seek for a genuine connection.
When they’re emotionally engaged, they feel like they’re part of the process and that they are valued. This connection doesn’t only appeal to their deep, unspoken needs, but also gives them a sense of belongingness.
This type of business approach is more likely to retain loyal customers and gather brand advocates.
According to Harvard Business Review (2016), on a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers.
Consider this. When you are only in it to merely close transactions, you are looking at your customers as collective profiles on your data sheet; nothing more, nothing less. But if you go deeper on an emotional level, you’ll see that your customers need more than just a transaction.
Your customers need empathy, care, and constant attention. These are what makes them love a brand.
Secrets to Building a Strong Customer to Brand Relationship
1. Know what your customers want
Contrary to popular belief, it isn’t your product or service that your customers want but the feeling that comes along with it.
Take, for example, whenever you are going for a massage service, you always feel enthusiastic and valued if the receptionist is hands-on and more accommodating.
It’s not always about the service. There are definitely a dozen massage spas in town but you would always book an appointment at a certain branch just because you like the way you are treated there. This goes beyond simple customer service.
This kind of strategy applies to coffee shops as well. See how baristas love memorizing faces and names? You don’t know why they are doing it, but you’d notice the place all of a sudden feels homey. It’s because they’re creating a sense of familiarity.
2. Speak to your customers
We can’t stress it enough: communication bridges gaps.
If you really want to build a deep sense of connection with your customers, the first step is always to speak to them.
You can do this by putting out content that resonates well with them, like stories and real-life anecdotes.
Make the experience more customer-centric if you want to drive in sales. Customers love personalized experience. Write more narratives directed to them.
3. Improve The Experience By Using The Right Tools
Yes, talking to your customers is key. But it’s not just about the message that you are trying to convey but also how you deliver the message.
You can use a lot of automation tactics to boost your customer service. Some include Customer Relationship Management or CRM tools to make sure your customers are well attended to.
The thing about customers is that they love talking to humans, most especially experts in the field.
This is why it is a good move to install people to manage and reply to emails. For bigger companies, however, it is easier said than done. With the bulk on customer concerns that need to be handled, you might need to use email automation software and hire more people to do the job on the back end.
The faster you deliver your message the more positive the experience becomes. That is why using digital tools can always benefit you one way or another.
The marriage between customer service and building emotional connection
We said it earlier, customer service is not enough to keep customers. However, when customer service is coupled with good emotional connection efforts, you are most likely to reduce customer attrition rate from 37% to 33% and increase your customer advocacy from 24% to 30%. This is according to Harvard Business Review (2016).
Emotional connection is a powerful tool. When you know what motivates your customers, you can inspire them to act. Emotionally connected customers engage more and keep coming back for your products and services simply because they like you. Your customers, in return, become your co-creators, your brand advocates, your partners, and your friends.