You might think that price is the most important factor when it comes to buying a product. After all, people are always looking for the best deal. However, what's really driving customer experience? Emotions! Emotions are the key drivers that ultimately determine whether we buy or not.
Emotions comprise the most vital part of the customer experience: Everything from customer satisfaction to the willingness to recommend is tied to them. Furthermore, once we’ve decided to buy, we choose which company to do business with based on the experience and emotional drivers behind it.
Emotions are the key drivers that ultimately determine whether we buy or not. They comprise the most vital part of the customer experience: Everything from customer satisfaction to the willingness to recommend is tied to them. Furthermore, once we’ve decided to buy, we choose which company to do business with based on the experience and emotional drivers behind it.
Above all, customers want to be heard and their emotions are tied to it - they need to feel understood by the brands they do business with. Also, we have noticed that emotion is almost twice the better predictor of business value and sales than customer satisfaction. Research by Harward business school shows that emotions are a +50% higher impact on revenue. This said, understanding your customer emotional base is becoming crucial for your business's success.
Emotions are what make us buy things. You might want to buy something because you feel happy or sad. Emotions comprise the most vital part of a customer's experience: Everything from satisfaction to willingness to recommend is tied to them. Additionally, once we’ve decided to buy, we choose which company do business with based on the experience and emotional drivers behind it.
For a long time, we have lived in a world where product and price lead purchase decisions have been the mainstream. But during the past 20 years, this has completely changed. Emotions are now the main driver of purchase decisions. Emotional experience is what determines whether we buy or not and, once we’ve decided where to buy and how much to spend - even though we don't necessarily notice this decision ourselves.
The world has changed - there is no denying it. Emotion drives purchase behavior, and if you want to make money in today’s marketplace, it is imperative that you invest in understanding emotional experience now! If your company isn't measuring the emotional response of customers or prospects, this article should be a wake-up call for getting started. There are many ways to measure how people feel about your brands--but taking the time to assess their emotions will pay dividends when it comes to making sales. We offer an easy way for companies of any size (and budget) to incorporate emotion measurement into their marketing plan through learning more about the emotional frameworks.
Take a look at our free EVI® resources or additional content at our blog!
-J