“Customer emotion is more effective than customer satisfaction” – the opening statement to June’s breakfast from one of Scotland’s top marketing professionals, Claire Dunning.
Claire’s welcome return to the breakfast saw her focus on customer needs and wants. In today’s technology driven world power has shifted from companies to customers, therefore brands need to flow through multiple technologies. Every brand is a running narrative, a story-in-progress whose hero is the customer.
Claire talked us through the top ten high impact motivators that create emotional connection identified in The New Science of Customer Emotions article published in the Harvard Business Review, and related these to a number of case studies that illustrated successful customer connection and not so successful!
The customer experience is no longer linear and is often perpetual. This was ably illustrated by The Customer Experience Lifecycle displayed as an infinity loop as outlined in Influence 2.0: The Future of Influencer Marketing report from Brian Solis of Altimeter Group
We heard about the entrepreneur Joe Wicks aka @TheBodyCoach who has experienced phenomenal growth enabled by social media, he has in fact created a ‘tribe culture’. Customers are his advocates who also provide content and success stories to enthuse others and co-create The Body Coach brand community.
Claire explained; “Power has shifted from companies to customers. The best customer experience and engagement is about being human. When a customer is truly engaged with a brand, they enroll in the tribe and membership increases loyalty, advocacy and repurchasing habits. Engaging customer experiences and emotional connection are essential for differentiation and are the lifeblood of a successful business.”
Claire is well versed in looking after and listening to customers with a wealth of experience; co-founder of branding and marketing agency Creating Sparks, past president of Glasgow Chamber of Commerce and fellow and past Vice Chair of the Chartered Institute of Marketing.
The big message on the day was, focus on experiences rather than brand features and create emotional connection by casting customers as the most important members of your tribe.
A few tips shared to help us understand how to connect emotionally with customers included:
- Target connected customers
- Identify and quantify key motivators
- There are no substitutes for people
- Invest time in personalising communications
- Build emotional connections regularly
- A brand community shouldn’t be siloed to one channel or platform
- You don’t have to be an upscale brand to connect emotionally
- There is no more B2B or B2C it is Human 2 Human #H2H
Thanks again to Claire for a great presentation.
Next month we look forward to welcoming Cloch Solicitors MD Philip Hannay on Intellectual Property; Look but don’t touch