Generate Customer Loyalty In A Grim Economy By Stimulating Emotions

Generate Customer Loyalty In A Grim Economy By Stimulating Emotions a practical guide by arnaud huet [email_address] June 2009

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],In a grim economy, customers lose their trust in Brands and in expert opinions. They believe that they can get better and more trustworthy information from social networks, friends and peers

Customers can be satisfied with their Brand but that doesn’t mean they’re loyal. Brands need to focus on emotionally loyal customers and not only on rationally satisfied customers ,[object Object],[object Object],How?

Emotion is a multidimensional process that varies in function of what happens to the customer and of the stimuli that he perceives ,[object Object],[object Object],[object Object],According to the situation in which emotion is aroused, we choose words such as “love”, “friendship”, “fear”, “uncertainty”, “respect”, etc., that, at the same time, show the emotional sign (positive or negative). And according to the intensity of the emotion we choose words like “nothing”, “quite”, “some”, “enough”, “very”. In this way, we say, for example, "I feel very well understood" (positive) or "I feel a little deceived" (negative).

By launching initiatives that allow customers to do what they enjoy to live (e.g. talking, being recognized, sharing feelings, experiences and opinions), Brands deliver positive emotional experiences. ,[object Object],[object Object],[object Object],[object Object],Non-exhaustive Proctor & Gamble and Intuit have gone beyond their product set to create portals that appeal to customers’ personal interests Valuation of Data collected Get accurately the qualification moment in the customer experience Understood Confident Recognized Close Acquisition Customer Loyalty Customer Data Enrichment Collect and take into account customer interests Many particularly in telecom sector Direct sales Take time to define properly the type of information and offer you can push at the touchpoints Astonished Strong Informed Additional sales Push appropriate products and information ING Direct has demonstrated best practices in customer advocacy by asking customers to grade its performance on 10 critical moments considered as key attributes (e.g. ease of opening an account) . Then ING direct has published the results on its Web site for all to see Additional Loyalty Focus on ciritical moments related to key attributes of the value proposition Recognized Respected Customer Loyalty Customer advocacy Let customers grade the brand References Revenues Best practices Emotion stimulated Business objective Case

Our approach aims at delivering a relevant and emotional customer experience in order to increase customer engagement, loyalty and value ,[object Object],[object Object],Capabilities Assess and Leverage Existing Segmentation Elaborate a Customer Experience Analysis Framework Define the expected end-to-end experience. Identify gaps with the current experience or Segment and Profile the Customer 1 2 5 6 3 Define your answers regarding expectations and emotions and identify capabilities to make evolve 7 Define the blueprint roadmap, the impacts, the KPIs and the ROI of the project Identify the current experience delivered per segment, expectations and emotions concerned 4 Per segment, identify emotions linked to expectations Segmentation Emotions Customer experience Blueprint

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Generate Customer Loyalty In A Grim Economy By Stimulating Emotions

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Generate Customer Loyalty In A Grim Economy By Stimulating Emotions