Are you emotionally engaging your customers?
It’s important to define what is meant by emotional engagement within CX. Fundamentally, this is the practise of providing an experience for your customers throughout the buying cycle that fosters feelings of positivity in the prospective customer. This emotional engagement message should be cohesive throughout, from Marketing to Retention efforts.
Emotional engagement could take the form of Marketing towards significant life events, poignant relationships, or simply a correlation between the product and emotions that inspire consumers (love, excitement, well-being, etc.) If done right, emotional engagement within your CX can create a more lasting and meaningful relationship with your customers.
However, creating positive emotions is only going to be as effective as your ability to prevent negative ones. Joana van den Brink-Quintanilha, Senior Analyst at Forrester, explains that:
“… customers remember negative experiences more than positives experiences. […] For many companies this means looking first and foremost at the worst [parts] in the key journeys…“
By identifying and eliminating these weaknesses within your key customer journeys, you can ensure that your positive efforts are making the differences they are designed to make.
Once your customers finish their journey, it’s important to feed these emotional changes into your retention efforts. This creates a seamless experience that will promote your brand and endear you to your customers, even when they aren’t actively in the buying cycle.
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