From Promotion to Emotion

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6 Tips for Connecting With Customers Along The Journey

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A Brand Tells us What to Think…

The Experience Dictates How You Feel…

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And Move Towards

‘Sense & Feel’ Engagement

Marketing Approach

Companies Need to

Move Away from

‘Market & Sell’

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WHAT THEY

THINK

HOW THEY

FEEL

WHY THEY

CHOOSE

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Tip #1: “Know Me”

-Persona Building

Speaks To The Individual, Not The Masses

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% of Customer Base

Focused on Comfort

Focused on Convenience

Embrace Technology

High Engagement with Brand

10% 40% 35% 15%

Leisure Business Family Special Needs

Persona-Specific

Campaigns

Address Emotional Needs Throughout Each

Stage of the Customer Journey

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Tip #2: “Engage Me”

-The Art of Story Telling

People Don’t Buy What You Do…They Buy Why You Do It.

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WHY

100% of us know what you do

Most can articulate the value

proposition/ differentiator

Few know and understand

“the why”

It’s NOT to make a profit.

It’s the purpose, cause, belief,

of why your organization exist

Emotional Drivers that Help Drive

Customer Action

o Curiosity – helps drive exploration and clicks; something critical for emails, landing pages, banner advertisement

o Anxiety – initiates a feeling of missing out, which can trigger an impulse purchase

o Happiness and Surprise – drives sharing, as seen through many successful social media campaigns

o Sadness – helps us connect, empathize, and do an act of kindness or donate time

o Desire and Inspiration – suggests ideal self-image; helpful for catalogs, e-stores, and product images

o Challenge – fuels competitive edge, which will trigger actions such as donating money or dumping ice cold water on your head

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So When You’re Telling Your Story,

Be Sure to Include “The Why” & Emotion

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Tip #3: “Make My Life Simple”

-Design an Effortless Experience

Waiting On Hold

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Hunting & Searching IVR Frustration

We’ve All Been There…

Customer Experience has to be Integrated and Not Disjointed

Start by Mapping the Customer Journey

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Customers Expect Onmi-Channel Integration

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Capture and build into

predictive model for future

communications.

One Unified Customer Experience that Spans Multiple

Mobile Devices and Screens

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Channel Analytics

Executives are going to turn their attention to mobile metrics and analyze how they compare to other channels.

o Number of users

o User engagement (session length, session interval, time in app, screen flow, first touch resolution),

o Conversion rates

o Acquisition rates

o Retention (ie. Starbucks loyalty card)

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Mobile IVRs

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Tip #4: “Anticipate My Needs”

-Predictive Modeling

CURRENT CUSTOMER & PROSPECT DATABASE

Use Predictive Analytics to Learn Which Customers Need Your Attention & Why?

Analyze & Identify Personas – Based on history, habits, preferences

LIKELY TO

CHURN Mary

Marketer

Sam

Sales

Oscar

Operations

• Focused on ways to attract

new customers when using the

software

• Cares most about conversion

of customers when using the

software

• Focused on finding ways to be

more efficient when using the

software

Proactive Alerts

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o Data Usage Overage you

can text an alert and then

trigger a phone call to advise

o Order Status

o Flight Delays

o School Closed

o Potential Fraud

o Maintenance Scheduled

o Subscription is due to expire

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Tip #5: “Feel What I Feel”

-Empathy, Messaging & Rapport Building

Employee Engagement

o The ability to deliver a

differentiated experience is

contingent on the

company’s culture that

empowers it

o Creating an emotional

connection with

employees will teach them

to deliver that same kind

of connection to

customers 24

Be Able to

Train Front Line

o Empathy

o Feeling how the customers feels

o Listening with the intent to understand, not to be understood

……Logging these feelings and combing analytics will help determine what’s the right future marketing and service messages

Capture

Interactions

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Online Searches

• Browsing behavior

• Product preferences

• Location

Community Forum

• Q&A

Log all engagements, create a

customer score Triggers a proactive call to help, immediately building rapport,

personalizing experience

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Tip #6: “Reward Me”

-Brand Connection, Loyalty & Evangelism

Marketers Need To Focus On Becoming A Loyalty Brand

Not Just A Brand With A Loyalty Program

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“I LOVE the Brand! I love everything about it – I like the

coffee. I like the baristas. I like the environment. I like the

food. I like the feel of being there. The experience is hard to

replicate! Will not be purchasing my coffee anywhere else!”

A Value Prop that is Not Reliant on Offering a Discount

Rather one that Fulfills Needs, and Makes the

Customer Feel Recognized & Valued.

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Thank you!

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Read the original article at http://bit.ly/1KEcQOF