How to Properly Mix Emotions into Customer Experience


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Considering how much marketing experts have focused on data in recent years, it’s very easy to forget that consumers are people and not a series of arbitrary numbers stored on a ledger sheet. Successful companies continue to focus on emotions rather than data when it comes to shaping customer experience. Creating a positive experience for your customers is an excellent way to ensure that they walk away satisfied.

While this might be true, it’s easy to lose sight of it due to how much we use data to make decisions these days. Unfortunately, it’s just as easy to swing the other way and mix emotions into your brand so much that you come off as insincere. If you’re looking to properly introduce emotional appeals into the marketing equation, then try these tips.

Learn What Drives Individuals

If you want to understand your consumers’ emotions, then you need to know what’s really important to them. All consumers are individuals who have very different passions. Collecting individual customer data remains important. If you don’t know the person, then you can’t apply this technique to better their overall customer experience.

Some marketing gurus point to the way that call center operators are often inexperienced, which leaves consumers feeling as though their vendor doesn’t really care about them. This is probably the best example of this kind of problem, since almost everyone has been on the line with a customer service representative that doesn’t know what they’re talking about.

Even if you outsource your operators, make sure that they have enough information to address your clients by name and know enough about them to predict the reason they’re calling. This will help to drastically reduce the risk of your customers feeling like they’re being given the runaround.

Master Emotional Branding

Major tech companies have been the kings of emotional branding for years now. Apple has legions of fans who think that they’re every so slightly rebellious and edgy because they prefer products made by a company that has an off-beat image. Naturally, this view isn’t entirely correct at all. They’re actually consumers buying from a massive company that is one of the major players in the industry.

However, they’re so good at understanding what matters to their customers that no one notices. Tim Cook has even answered customer emails before, which shows how dedicated to the emotional side of things they are.

If you want to get a cult following, then learn what matters to your clients and build your brand around it.

Profile Your Clients Smartly

While the GDPR and other regulations have put somewhat of a damper on collecting data, there’s no reason you can’t still suggest products based on previously purchases as long as you don’t target ads in an obtrusive manner. An online sporting goods store might have software that realizes a specific consumer is always looking at blue shirts and new skateboard decks. Over time, it might start to suggest blue skateboarding equipment, which could increase the chances of a sale without looking like the site is stalking them.

Understand the Six Universal Emotions

Psychologists have identified six emotions that almost everyone can experience in the blink of an eye: surprise, anger, fear, sadness, disgust and joy. These are based on facial expressions that are recognized the world over. While this might not sound like something that online retailers and customer service firms have to deal with, they still apply more than you might think.

Early emotional impressions greatly influence the actions of anyone who visits a website. If a visitor is disgusted, then they’ll bounce back right away. Surprise might keep them there for a longer period of time. Their emotional reactions might not even be based on what they see when they get there. A client who is frustrated with the slow loading times of a landing page, for instance, might start to associate your brand with anger.

Never Forget Your Consumers

Remember that even the brightest marketing experts often lose sight of the fact that their consumers are people. In a recent study, researchers asked consumers what they most wanted out of their shopping experience. An overwhelming majority wrote that they wanted to be treated well, but so many business leaders forget how emotional this side of the equation really is. Keep customer experience levels first in your mind in everything you do, and you’ll be able to keep your clients coming back for more. After all, a satisfied client is more likely to be a repeat client.

Philip Piletic
I have several years of experience in marketing and startups, and regularly contribute to a number of online platforms related to technology, marketing and small business. I closely follow how Big Data, Internet of Things, Cloud and other rising technologies grew to shape our everyday lives. Currently working as managing editor for a UK tech site.


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