Studies reveal that half of a consumer’s shopping experience is emotional. Every organization wants its customers to be loyal to the products it offers. There is, therefore, a need to understand the meaning of the term loyal. For example, organizations need to understand the type of loyalty that exists between family members and friends. This type of loyalty exists because there is an emotional bond. If a seller receives a huge number of customers’ complaints, this means that the customers are emotional about the products that the seller is offering. However, there are various organizations that tend to ignore this fact and continue their experience of deciding what to offer to the customers, instead of contemplating on how they can design products that would meet consumers’ expectations.
An organization that designs a good customer experience triggers customers' emotions, creating a positive effect on them, and enabling the organization to retain its customers and build customer loyalty. A great customer experience is usually based on rational and physical attributes of the product that the organization offers to its customers. A good customer experience depends on such attributes as quality, price, delivery, and quantity. These attributes become part of the product that the seller offers.
Organizations are in no control of their customers’ emotions. In this perspective, it is important for them to ensure that they devise mechanisms that can turn into a good customer experience. They need to interact with their customers in order to understand them, their tastes and preferences. Therefore, it is important for most sellers to design an emotionally engaging experience. However, an organization should be careful and accurate in order to ensure that it does not misunderstand customers’ emotions.
An organization can evoke various types of emotions that may destroy value in a customer experience. Therefore, it is important for organizations to have an Emotional Signature, which can put them on the level of emotional engagement with their customers. Studies reveal that emotions can drive or destroy value. Emotions, customer loyalty, and customer retention are related issues. Organizations need to consider how customers’ emotions can be used to influence the revenue they earn; they also need to consider the effect that emotions have on the organization’s brand as well as on the overall customer satisfaction. Organizations need to understand that this concept can be applied both to business-to-business and business-to-consumer interactions. This should, therefore, stimulate an organization to consider the level of emotional engagement with the customers, as well as the factors that are driving or destroying value.
In this perspective, organizations need to switch from making and selling to sensing and responding. They need to focus on how they can create value for the customers, not extract it. Once organizations create value for their customers, the reward for this is profit. It is, therefore, not advisable for an organization to focus on deriving benefits from their customers. They need to understand and leverage customers’ emotional bonds by evaluating critically how they feel and think. They also need to search for clues which can enable them to establish emotional links.
There are various organizations which spend a lot of their resources to learn about how people feel about their brand. However, they need to devise means to understand how customers feel about themselves. Understanding the customer helps an organization to design a product that creates value. Consequently, organizations need to adjust to new customer experiences, thereby enabling them to respond to customers’ emotions in an efficient manner. This way they would be able to create emotional connections with their customers, thereby rewarding themselves with huge profits.
If the article was cognitive for you, proceed to read another article on affordable paper writing service. Most of the articles are written by Naomi Yang, a professional writer.
