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Emotional Connections in Your Customer Relationships

How Meaningful Are Emotional Connections in Your Customer Relationships?

Uthaman Bakthikrishnan

Uthaman Bakthikrishnan

Executive Vice President

Let us get this right.

95% of purchase decisions are always made due to an emotional connection.

Do you agree with this?

You buy from people, and you don’t buy just products or solutions, or benefits.

What is the counter-argument here?

People in B2B make large six to seven-figure decisions. They obviously cannot be doing this emotionally.

It makes sense. Isn’t it?

Let us flip this argument a bit and see.

Is there anything in the world that is not commoditized over a period of time, leaving out certain exceptions in space and medical sciences?

Most enterprise needs over a period get commoditized. The pace at which the commoditization is happening is faster than ever.

What are we left with as differentiators?

It is the customer experience.

What Is Customer Experience?

It would be this if I had to define that in one sentence.

Customer experience is what customers feel while engaging with your brand – be it the purchase process, customer engagement ease, or the service they receive.

The operative word here is ‘feel.’

Customer feelings are influenced by human-to-human interaction that adds to the emotional connection. Once they are comfortable interacting with you, they will feel the following:

  • I feel secure
  • I feel confidence
  • I feel like I am in good hands
  • I feel I can trust these people

This is when you make your purchase decisions.

So, purchase decisions are primarily influenced by emotions.

How Do We Help Our Customers to Perceive Us This Way?

There is no magic pill here. However, these are some of the things that you can attempt.

1. Personalization

Tailor your products, services, and interactions to individual customer preferences and needs. This would allow to create a sense of recognition and relevance.

It makes customers feel understood and appreciated, fostering an emotional connection.

2. Co-Create

Co-create solutions that are specific to your customer needs. Include them as a part of the creation, and customers would appreciate it.

There is nothing more satisfying than working with a vendor who allows you to be a part of the product definition and management.

3. Brand Storytelling

Sharing compelling narratives about the brand’s value, mission, or heritage can create an emotional bond.

It will create a shared sense of identity between the brand and its customers. Encourage your customers to share their stories of engaging with your brand.

4. Provide Exceptional Service

Providing outstanding customer service can leave a lasting impression on your customers.

Acts of kindness, empathy, and responsiveness can elicit emotions like gratitude and trust, strengthening the emotional connection.

Most of our customers tell us they stay with us and promote us to their network because of the exceptional customer service we offer them.

5. Community Building

Brands that foster a sense of community among their customers can create emotional connections that extend beyond your product or service.

We created a not-for-profit CX community two years ago. We have had more than 100 speakers on our panel to share some practical CX hacks they have found working in their organizations.

This taps into the human need for social belonging.

6. Surprise and Delight

Personalized thank-you notes, exclusive offers, or unexpected gifts can leave a lasting emotional impact and strengthen the bond with the brand.

7. Consistency and Reliability

Brands that consistently deliver on their promises and provide a reliable experience build trust and emotional connection with customers while creating a sense of security.

8. Showcase Social Proof

Highlight positive customer experiences and testimonials. Display reviews, ratings, and case studies that demonstrate your existing customers’ positive outcomes and satisfaction. Social proof is a powerful tool for building confidence and trust among potential customers.

Emotional connection enhances the customer experience by creating a deeper, more meaningful relationship with the brand.

When customers feel emotionally connected, they are likelier to become loyal advocates, repeat purchasers, and even brand ambassadors, driving business growth and success.

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