Abstract We all know that emotions can influence customer behavior. But how do you build emotional connections to encourage customer behavior? Most companies are relying on guessing. In today's article, the author defines emotions that affect customer behavior as "emotional motivation...
We all know that emotions can influence customer behavior. But how do you build emotional connections to encourage customer behavior? Most companies are relying on guessing. In today's article, the author defines emotions that influence customer behavior as "emotional motivation." Through massive research and detailed analysis, they found the best way to identify “emotional motivation†and explored practical solutions for designing corresponding marketing strategies to maximize value.
The company's emotional connection with its customers can generate huge returns. There are examples to prove that after a major bank launched a credit card popular with millennials, the credit card swabs of this age group increased by 70%, and new users increased by 40%. Within a year of launching the product and fully establishing consumer emotional connections, a leading household cleaner turned around and achieved double-digit growth. A national clothing retailer has seen a three-fold increase in same-store sales after it has shifted its focus from marketing and customer experience to the most emotionally connected customers.
What is emotional motivation?
Given the tremendous opportunities to create new value, companies should consider emotional connections as a science and strategy.
Our research involves hundreds of brands in dozens of categories, and the results prove one point: precise measurement and clever positioning of emotions that affect customer behavior. We define the emotions that influence customer behavior as “emotional motivationâ€. Compared to other standards such as brand awareness and customer satisfaction, Emotional Motivation provides companies with better standards for their future value and can be an important new source of growth and profitability.
Identifying and measuring emotional motivation is complicated because customers themselves may not be aware of them. These emotions are usually different from the reasons given by the customer for choosing a brand, and they are different from the emotional response they use to describe a brand.
10 emotional powers that best influence customer behavior
We work with experts to conduct anthropological and social science research and create a set of emotional vocabulary. In the end, we compiled and defined more than 300 emotional motivators. When a brand collaborates with the customer's motivation and meets the deeper level of the customer's desire, which is usually a subconscious desire, we can say that the brand has established an emotional connection with the customer.
Among the more than 300 emotional dynamics that affect customer behavior, the following 10 are the most powerful drivers of customer value:
It is worth noting that emotional motivation varies according to customer segmentation. Let's return to the example of designing a credit card for Millennials. Our model finds that the banking industry believes that the key driver of this age group is the desire for “environmental protection†and “becoming the person you want to be†(the traditional emotional motivation of the industry is “security†and “becoming a winner in lifeâ€, applicable to age. a bigger crowd). The bank designed and conveyed information and functions based on these emotional appeals, and the fastest-growing new credit card was born.
The emotional power of a brand or industry varies according to the positioning of the customer journey (the entire process from the initial visit to the target). In the banking industry, the initial “security†is a weapon to attract and retain customers. But when it comes to cross-selling, it is even more important to be "becoming a winner in life." To achieve the best results, companies must align their emotional engagement strategies with specific customer engagement goals, such as buying, retaining, cross-selling, and more.
"Emotional motivation" three-step method
Identifying and utilizing the emotional power of customers can be divided into the following three steps.
The first step is to take stock of existing market research and customer insight data.
You need to find a qualitative description of the customer's emotional motivation, such as which aspect of life (family, community, freedom, and security) they value most, and what they expect from the future. Start research here and refine your understanding of these emotions. Define a series of emotional motivations that need to be explored, and then conduct qualitative research.
In addition, online research can help you quantitatively study the relevance of each type of power. Is your customer more susceptible to the present or the future? Do they value social acceptance or maintain their individuality? Don't think that you know who the customer is, you will know what their motivation is. The motivation of young parents may come from providing a sense of security for the family, or hoping to escape the reality to find some fun (both in the customer database may exist). Don't catch people's feelings about the brand and the description of the brand's feelings, which will make your understanding biased. You need to understand their potential motivation and distinguish them from the brand.
The second step is to analyze your best customers, those who have the most purchases and support for the brand, the least sensitive and most loyal customers.
The analysis method is to identify those customers who are highly satisfied with the brand, and then divide them into quartiles according to the annual purchase amount, support, etc. (Statistics, all values ​​are arranged from small to large and divided into four equal parts, at The value of the three division point positions is the quartile). Check the largest quartile to see how your best customer's features and behavior differ from other customers. Analyze demographic data, such as whether customers like online shopping or on-the-spot shopping, how they buy from competitors, and where they get your brand information (traditional media, social networks, etc.). Compare the emotional dynamics of the best customers with the results of all customer data to see which are the characteristics and priorities of the high value group. Find two or three key drivers of strong brand relevance. These dynamics will be the initial guide to let you know which emotions to associate with in order to grow the most valuable customer segments, and which marketing strategies and customer experience strategies to bring to the strongest connected opportunities.
The third step is to make the company promise to use emotional connections as a key lever to drive growth.
When talking about customers, it should be the language of emotional connections between the company and not just the business department. In our experience, successful strategies based on emotional connections require high-level approval and recognition from all departments of the company. For example, if the product development department's employees are researching an easier-to-use version, they should not only consider whether the customer is satisfied with the new version, but also understand what emotional motivations echo the new version and how the new version enhances emotional connections.
Implementing an emotional connection strategy across the company requires deep insight and in-depth analysis of the client. Most importantly, however, there is a management commitment to integrate this new thinking into the company. Although the marketing department can and should demonstrate the direct economic impact of emotional connections, the department cannot take this strategy for itself. The marketing department should work with other departments to extend the emotional connection. Companies need to use emotional connections to make the management team, senior management and board more coordinated.
Big data analytics is the key to clear, orderly, and accurate fulfillment of a company's long-cherry – building emotional connections with customers. Emotional connections are no longer elusive, and they have become a source of competitive advantage and growth.
Case: BMW wins customers' favor with high quality
BMW has always been considered a “good brand†by its customers, and its brand's emotional contact scores are also high. Among the high-value car customers, their strongest emotional motivation is to "have a sense of belonging." So what does BMW rely on to win the customer's emotions?
Take the new BMW 7 Series flagship M760Li xDrive as an example. The key to success is the quality of luxury, which is the tradition that BMW has always adhered to. BMW has always been an outstanding representative of German manufacturing, and this proves that it is the leading product that is constantly being promoted. The M760Li xDrive is powered by a 6.6-liter M turbocharged 12-cylinder petrol engine that accelerates from a standstill to 100km/h in just 3.7 seconds. This is an amazing piece of data, with high quality support behind it. The car uses Carbon Core's high-strength carbon fiber core, which is a killer, reflecting the world's highest level of process manufacturing, which is an important part of BMW's efficient power strategy.
M760Li xDrive offers "Extreme Performance + Extreme Luxury" to meet the needs of customers seeking high quality of life. This is an important reason why BMW continues to win customers' love and continued success.
Scott Magids Alan Zorfas Daniel Leemon | Vincent Scott is the CEO and co-founder of consumer information company Motista. Alan Zofas is the co-founder and chief information officer of Motista, and Daniel Raymond is the chief director of best practice insight and technology company CEB.
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