Customer Experience: The 5 love languages


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The Five Love Languages by Gary Chapman explores how different people experience, express, and receive love. The original concept dealt with personal relationships, but customers have their own five love languages, too – all of which enhance the Customer Experience.

  1. Feeling valued
  2. When companies make buyers feel like they matter people often feel safe with and connected to that business.

    One of the best ways to nurture a strong emotional bond is to make people feel valued and to drive feelings of status and reciprocity. These types of perks instil a sense of gratitude and belonging to customers beyond a single touchpoint. Powerful, positive emotions that resonate with customers keep them coming back. For brands, this means taking what your customers value the most and finding ways to make your most loyal customers feel truly valued.

  3. Feeling heard
  4. Feeling heard isn’t just about having someone listen to you. It’s about having that person acting because of what you said, keeping their word to you.

    As in all relationships, the first step is to make sure the partners both agree on what’s been promised. Step two is keeping the promise. For brands, consistent keeping on that promise over time generates emotions that build long-term trust and happiness with customers.

  5. Surprise and delight
  6. People take pleasure when a partner does something unexpected or goes out of their way to keep the relationship fresh. The business-buyer relationship is no different in that customers want brands to exceed their expectations.

    This is about personalization. Build a personal relationship with your audience via relevant, dynamic, targeted content to spark their interest. Tactics like these can bring a little more excitement to otherwise standard marketing campaigns…Further, if brands make this a strategy, rather than just a one-off campaign, they will most certainly be able to turn the consumer romance meter up a notch.

  7. Receiving discounts
  8. Discounts and offers help consumers feel like a brand is concerned about helping them stay financially secure and, therefore, living their best life. It is important to remember that discounts and offers must be relevant, timely and targeted to achieve the best outcomes. Make sure your offers mean you stand out from your competitors – become number one for Customer Experience.

  9. Feeling understood
  10. In a personal relationship, feeling understood typically means that one person has a grasp of what the other needs, why they need it and where they are in the process of obtaining it. When a business can understand customers, in the same way, buyers feel more satisfied because the companies are able to provide them with more targeted services and offers and the appropriate points.

    Customer Experience technology can help you record and track feedback via calls, social media, etc. to help paint a picture of the customer journey, not only to understand your customers, but also to be there at crucial touchpoints. This method of gathering insight ensures you can always personalize the customer experience.

Although it’s tempting to see the customer-business relationship as merely a matter of cold, hard transactions, it’s much deeper and rich than that. If companies can tap into customer love languages and communicate well, customers can enjoy an experience filled with superior trust, loyalty and satisfaction.


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