Most brands looking to improve the customer experience and increase customer retention have shifted their focus from customer satisfaction to creating an emotional connection. Emotion is the most important force behind the customer experience.

Brands now know the value of emotions better than ever before. We don't need to provide impeccable services to establish emotional bonds with our customers. Our customers with whom we have emotional attachments tend to tolerate us more. They don't see/care about our little mistakes. Thus, they allow for occasional mistakes and allow us to create a longer-lasting relationship that can evolve over time.

What Do We Mean When We Say Emotion?

Research shows that 83% of customers are more likely to buy from a brand they have emotional attachment to. People remember how they felt after interacting with a brand, and care more about their own feelings than anything else. After a while, we are either a good memory or a bad memory for the customer.

Although there are many emotions that we think of as emotions; basically, emotions such as happy, sad, scared, angry, confused and excited can be mentioned. All other “feelings” can actually be considered variations of these emotions. We need to read the emotional translation of the mark that brands leave on their customers.

In terms of customer experience, a customer can experience a wide variety of emotions when interacting with a brand, often falling into each of these categories. The goal is to create a positive experience that makes the customer feel happy that they are doing business with the brand.

If we somehow overlooked the fact that how a consumer feels about a brand is as important a factor in their purchasing decision as price and proximity; then it means that we will not go beyond being a bad memory for that customer.

Emotional attachment; it comes from understanding not only why customers buy or recommend a brand, but also why they like to buy from a brand.

Leaving Emotional Traces on Customers;

Their research shows that emotionally engaged customers are worth more than 50% more than just satisfied customers, emphasizing the clear financial implications of this.

So, how do we understand the customer's feelings? For this, customer comments can be turned into emotional codes using artificial intelligence. In addition to the analysis of intent, sentiment and topic, emotional states can be detected. Thus, the sentiments of transaction-based customers can be tracked and these findings can be read together with quantitative metrics.

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