Editor’s note: Howard Lax is principal director of CX consulting at customer experience and marketing research firm Confirmit.
Researchers have known for years that practicality is just one factor when it comes to purchasing decisions. This fact is reflected in a survey that suggests nearly 90 percent of U.S. consumers consider themselves brand loyal, a buying habit that is typically associated with deep emotional attachments. Before jumping into the strategies that bond consumers to companies, it pays to look at the industry champs who are running laps in the customer experience arena.
To illustrate the significance of emotional bonds, look no further than the rivalry between Samsung and Apple. Almost every high-end phone with an Android-based operating system will have features that out-perform those of a similarly priced Apple device. Now, can you recall how many people you’ve seen waiting outside for a new Android phone? The folks at Apple have clearly done their research.
While it may seem difficult to replicate the stellar CX efforts of Apple, Zappos and Nordstrom – companies that have traditionally ranked high on CX ratings – software solutions are enabling market researchers to focus on new areas of growing importance.
But where do market researchers get started in their pursuit to help businesses build both loyalty and even empathy for their products and, in turn, deliver better business outcomes?
Features aren’t everything
Companies will often call in their product-fixers when they see a dip in voice of the customer scores, but those insights are just one part of a bigger puzzle. It is a mistake to solely focus on the tangible features of a product or service when competitors are all doing the same thing.
Here is the problem with saying, “Our product is faster, smarter, more durable than the leading competitor” – each company boasts similar claims. Companies still need to update their products to stay competitive, but it is also a smart idea to set aside time for softer priorities like working to build a sense of community, dedication and belonging with your brand.
Successful brands don’t win through product and function alone – they win on creating experiences that appeal to the heart.
Emotions weigh heavily on consumers’ minds
Imagine the latest and greatest product has just come out from your favorite company. Maybe this product is not best-in-class, but as a consumer you appreciate the company’s history, messaging and its stellar customer service reputation – so you make the purchase.
This scenario plays out more often than you think. For years, researchers, psychologists and marketers have known that human decision-making is two parts emotions, one part rational thinking. Although it’s not easy to focus on the softer and amorphous thing called emotions, it is worthwhile to remember that it is the inherently soft things that move the needle.
Enduring bonds are built on emotional foundations
In this age of hyper competitiveness, consumers prefer to buy products that make them feel good. As you might’ve guessed by now, purchases with emotional elements attached are likelier to drive future behavior. Avoid the temptation of biting the hand that feeds you in the pursuit of creating memories – negative experiences can be disastrous for future business.
Most interactions and transactions don’t leave any impression at all, and that gives businesses plenty of opportunity to strengthen relationships with their key demographics. With these ideas in mind, there are a few strategies that researchers can focus on to help companies reach their business goals, for example:
- Transactions should always be easy, convenient and reinforce the larger relationship.
- Whenever possible, make it a priority to appeal to customers’ senses since it can stimulate memories.
- Entice customers to identify with your brand. Messages about supporting causes, being part of a community or belonging tend to resonate.
- Always work to build empathy throughout your processes as it can help make customer experiences and transactions more positive and memorable.
- Create personalized and tailored solutions for your designated target group.
Delivering engaging and memorable customer interactions is challenging. With an abundance of software solutions available for companies at every stage of development, company executives have few excuses to ignore the elephant in the room that is changing the way business is being conducted.