Yesterday I read a wonderful post from Ted Rubin about IBM’s recent Global Summit, which used an unusual emotional stimulation to connect with the participants. It also illustrated how emotions can be used for customer relationship building as well as for prompting longer-term memory in potential customers. If that is what you too want to build, read on.
Ted mentioned that when it was first announced, that they were going to attempt to break the Guinness World Record for the world’s Longest H andshake Chain “You can imagine the reaction of the attendees. The first response was one of amazed disbelief. “Really?” And then, “Wow, this will be something to always remember as a group!” This is the sort of thing you naturally tell your kids about… and then tweet, and post to Facebook. The energy in the room and the excitement of the crowd were palpable.”
I still remember the excitement of attending a local cinema morning when I was 5 years old, that was sponsored by a major tea br and. I should mention that I grew up in Cornwall, where tea is the leading day-time beverage and it is served as strong as the women who make it and the men who drink it. Even today, I can sing the song we learnt word-for-word before the film was shown and find myself buying the br and to take back home whenever I go to the UK.
What both these companies got right, was their customer relationship building based upon a group experience of their potential customers at the respective events. In my case I don’t remember what film was shown and I am not sure what IBM services Ted will remember, but we will both surely remember the br and names at the heart of our memorable experiences.
How are you getting into the brain of your own potential customers and are you finding a permanent place in it? Earlier this week I presented to a group of professionals at The Marketing and Communications Loft in Geneva. We discussed the many ways there are to connect with our audiences today, but also the challenge of breaking through the clutter of everyone attempting to do the same. As this Infographic “What happens online in 60 seconds” shows, there is so much going on online already, that it is becoming harder to build this emotional connection, which is the only way to really resonate and build relationships with your potential customers. So here are some ideas on how to do so:
#1. The secret of Information
Underst and what information your customers really want, not just what you want to give them. This is the single most important thing to remember when building a br and website. Read this post from Anita Williams Weinberg of Poppermost Communications for some useful thoughts on this.
#2. The secret of Needs
Review where your customers are on Maslow’s hierarchy of needs and ensure you are using relevant arguments to resonate and build a relationship that matters to them for the level they are at currently. Talking status to someone who is struggling to feed their family is unlikely to get either a positive reaction, or recall!
#3. The secret of Polysensoriality
Realise that products alone are rarely building an emotional connection and need a point of differentiation. Adding sensorial experiences will link directly with consumers and ensure higher loyalty even when product performance is similar to a competitor’s. Cars and personal care products are two industries that already rely on these to resonate with their potential clients.
#4. The secret of Surprise
Another way of increasing the emotional connection of a br and is by adding appropriate services to your offer. Zappo’s is a great example of how to do this; their slogan “Powered by Service” and their habit of training all new hires in customer service, including time in their care centres, ensures all employees are truly customer centric and will go above and beyond their duty to satisfy their customers.
#5. The secret of Underst anding
Surprise your customers with an extra they weren’t expecting. Amazon was one of the first to propose other relevant articles to their customers whether they were merely browsing or after having purchased. The emotional connection their customers feel by being understood clearly outweigh any feelings of “Big Brother” watching, although this of course remains a risk, especially for other companies trying to replicate the service idea.
#6. The secret of Service
Welcome the chance to solve complaints. According to the results of research recently conducted by The Temkin Group, 89% of customers have switched to a competitor after just one negative experience and only around 4% will even complain. It therefore makes good business sense to treat complainers as providing you with the prized gifts that they are doing and to do everything you can to solve their issue. Go “over the top” in listening to them and resolving their issue to their complete satisfaction, not yours. A positive experience will be shared with friends and family, as well as on the web, as will a negative one, so make sure your company delivers the former.
I hope this has given you some food for thought on how to start building relationships with your customers, to gain a place in their hearts and minds through using emotional connections. If you have any other ideas, we would all love to hear them, so why not share them below?
For more information on how to better connect with your customers to build relationships, please check out our website: https://www.c3centricity.com/engage/
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