Customer Loyalty Comes From An Emotional Connection

Consider the automobile manufacturer BMW, which in the 1970s used the slogan The Ultimate Driving ... [+] getty images

There are many reasons a customer might come back to a business again and again that have nothing to do with loyalty. A repeat customer can come about because of a convenient location, a lower price, a bigger selection and more. But those don’t create loyalty. It just looks as if the customer is loyal.

Actually, you could say that they are loyal—but not to the company. They are loyal to the price, convenient location, etc. The customer who comes back again and again for those types of reasons can deceive you. Not on purpose. It’s their behavior that imitates loyalty. Consider a retail store with repeat customers (not loyal customers), and ask this: If a competitor moves into the neighborhood, has a more convenient location and advertises lower prices, would the customer switch?

If you want your customers to be loyal, you must find a way to create an emotional connection. Meet Zhecho Dobrev, a principal consultant at Beyond Philosophy and the author of the newly published book, The Big Miss: How Organizations Overlook the Value of Emotions. I interviewed Dobrev for an episode of Amazing Business Radio, and he shared his insights on what drives loyalty.

According to Dobrev, “Emotional connection creates preference over the competition. Customers don’t just come back out of convenience. They see a difference between doing business with your company and other companies.” His research has found that the amount of business a company gets is dependent on its relationships with customers.

The relationship you want with customers is rooted in emotion. A good experience creates a positive memory. Dobrev is a fan of Professor Daniel Kahneman, who says that people don’t choose between experiences. They choose between the memories of their experiences.

Often, memory is based on interactions customers have had with a salesperson, customer support or a process that a company has. Ideally, it’s a good memory. And when the customer comes back a second time and third time and has similar experiences, the memories of those interactions become an owned experience.

The customer expects it. They know it’s going to happen, just like last time. That’s where the relationship starts to solidify, with a consistent and predictable experience. It goes to an even higher level when the customer feels valued and appreciated. Ultimately, the brand becomes more important than just a place to stop and do business.

Dobrev surveyed more than 19,000 customers in the U.S. and UK and determined that emotional attachment was the biggest driver of value, being responsible for about 43% of business value. Compare that to a company that promotes product features, which came in second at 20%. “Customers don’t know what they really want,” says Dobrev. “They say they want a product, but what really drives business value is emotional attachment.”

Emotions can start to develop even before the customer chooses to do business with a company or brand. Emotions can be found in a marketing strategy. Consider the automobile manufacturer BMW, which in the 1970s used the slogan The Ultimate Driving Machine—a description of the car—until it switched its focus to the emotion of owning and experiencing the car with the slogan BMW is Joy.

While BMW still includes The Ultimate Driving Machine in its descriptors, today’s slogan is Sheer Driving Pleasure. Joachim Blickhäuser, head of corporate and brand identity at the BMW Group, says, “The ‘Sheer Driving Pleasure’ slogan delivers positive emotions and does exactly what a claim should.”

While an emotional connection may help create customer loyalty, you can’t ignore other competitive features. While loyalty makes price less relevant, there is a breaking point. Being easy to do business is also a big factor, so eliminate the friction that will potentially cause customers to run to your competition.

So, here is your assignment. Ask your customers, “Why do you do business with us?” Their reasons will help you define the differences between features and benefits compared to feelings and emotions. Once you have your features and benefits in place, work on creating emotional connections, and your customers will come back for the right reasons—because they love doing business with you.

I am the Chief Amazement Officer at Shepard Presentations. As a customer service and experience expert, I help organizations create amazing customer

Source: Customer Loyalty Comes From An Emotional Connection

.

Critics by Sean Peek

Customer loyalty is a customer’s likelihood of doing repeat business with you. This stems from customer satisfaction and outweighs availability, pricing, and other factors that typically impact buying decisions. When a customer is loyal to a product, service, or brand, they are willing to wait for a restock or spend a little extra money for it.

“Customer loyalty means the difference between a one-time sale and a customer who comes back to you potentially for the rest of their lives,” said Tyler Read, CEO of personal training company PTPioneer. “If you put in the work necessary to build customer loyalty, those customers will … stay invested in your business. When your business is struggling, it’s the loyal customers who will help you stay afloat.”

This is especially important and evident amidst the global COVID-19 pandemic.

“I think the pandemic was a test of customer loyalty in that it forced consumers to honestly evaluate what service providers they trusted,” said Bill Zinke, senior vice president of marketing at BELFOR Franchise Group. “So, one of the key lessons from the pandemic has been [that], in good times, building customer loyalty can help you grow faster and more profitably, and in tough or challenging times, it can be the difference between surviving and going out of business.”

Customer loyalty is important for many reasons. These are the major ones:

  • Repeat customers typically spend more than new customers. Because they already trust your business and its products or services, existing customers tend to spend more money than new customers. In fact, the amount they spend typically increases with the duration of doing business with your brand.
  • Loyal customers yield higher conversion rates. Existing customers have an average conversion rate of around 60% to 70%, while new customers have a conversion rate of 5% to 20%. In other words, you get more value from loyal customers visiting your site.
  • Customer loyalty boosts profits. The more customer loyalty you have, the better your profits will be. In fact, just a 5% increase of customer retention could increase business increase business profits by 25% to 95%.
  • Customer retainment is cheaper than customer recruitment. While recruiting new customers is important, it can be expensive – around five times more expensive than retaining a loyal one, actually. Simply retaining loyal customers is much more cost-effective, as they bring higher profits at a lower cost.
  • Loyal customers shop regularly. Because they’ve already had positive experiences with your brand, repeat customers tend to shop much more frequently than new customers. This is especially true around the holidays, when consumers are purchasing gifts and spending more than they typically would during the rest of the year.
  • Customer loyalty helps you plan ahead. When you have loyal customers, you can make better anticipatory decisions and effectively plan your finances and marketing efforts….to be continued

Related contents:

15:51 Wed, 19 Oct
14:56 Mon, 17 Oct
12:05 Mon, 17 Oct
14:26 Sat, 15 Oct
21:38 Thu, 13 Oct
22:19 Wed, 12 Oct
01:02 Wed, 12 Oct
19:59 Thu, 06 Oct
19:34 Thu, 06 Oct
04:35 Thu, 06 Oct
20:32 Tue, 04 Oct
11:34 Tue, 04 Oct
16:32 Mon, 03 Oct
12:39 Fri, 30 Sep
03:58 Fri, 30 Sep
17:49 Thu, 29 Sep
17:30 Thu, 29 Sep
14:38 Thu, 29 Sep
18:34 Tue, 27 Sep
18:48 Mon, 26 Sep
Increase Customer Loyalty in Tough Economic Times Call Centre HelperMelita welcomes decrease in customer care complaints with MCA The Malta Independent

14:58 Wed, 12 Oct
13:13 Wed, 12 Oct
19:22 Tue, 11 Oct
16:36 Tue, 11 Oct
11:34 Sun, 09 Oct
11:33 Thu, 06 Oct
16:48 Tue, 04 Oct
13:00 Fri, 30 Sep
11:59 Fri, 30 Sep
17:48 Wed, 28 Sep
12:17 Wed, 28 Sep
03:15 Tue, 27 Sep

00:26 Tue, 27 Sep

.
Marketing Programs To Buy:
.
10 Bold Actions In Positive Life     https://jvz3.com/c/202927/383942/
3D Pal Toons     https://jvz6.com/c/202927/381689/
4brandcommercial        https://jvz1.com/c/202927/375487
7 Minutes Kit      https://jvz8.com/c/202927/374505/
9 figure Success        https://jvz8.com/c/202927/384653/
Ad Raven      https://jvz4.com/c/202927/382796/
Ada leadz     https://jvz8.com/c/202927/376381
ADA Web      https://jvz3.com/c/202927/383751/
AdRaven       https://jvz3.com/c/202927/382851/
Adsense Machine      https://jvz2.com/c/202927/290487
Adtivate Agency      https://jvz3.com/c/202927/383706/
AdvertSuite     https://jvz1.com/c/202927/335011/
AdzHero     https://jvz2.com/c/202927/366972/
AffiliateMatic     https://jvz3.com/c/202927/381148/
Agency Client Finder    https://jvz3.com/c/202927/384619/
Agencyscale      https://jvz1.com/c/202927/383113/
AgencyScale      https://jvz4.com/c/202927/383111/
AIWA Commercial     https://jvz2.com/c/202927/365061
ALL-in-One HD Stock    https://jvz4.com/c/202927/381560
Animaxime    https://jvz2.com/c/202927/383307/
Appimize      https://jvz8.com/c/202927/370227
Appoint B Agency     https://jvz1.com/c/202927/384630/
Appointomatic      https://jvz6.com/c/202927/374258
Appowls    https://jvz4.com/c/202927/381231/
Art Of Living    https://jvz4.com/c/202927/382425/
Audiencetoolkit     https://jvz6.com/c/202927/302715
Audika    https://jvz1.com/c/202927/383635/
Aweber Crash Course     https://jvz6.com/c/202927/383057/
Backlinkindexer    https://jvz6.com/c/202927/88118
BettingMaster      https://jvz2.com/c/202927/387079/
BevTraders    http://www.bevtraders.com/?ref=arminham
Big Audio Club     https://jvz6.com/c/202927/380087/
BigAudio Club    https://jvz2.com/c/202927/380877/
Boost Optimism   https://jvz2.com/c/202927/380692/
BrandElevate   https://jvz4.com/c/202927/381807/
BrandElevate   https://jvzoo.com/c/202927/381812
Bybit     https://www.bybit.com/en-US/invite?ref=ALEXP
CanvaKitz    https://jvz4.com/c/202927/379051/
ChatterPal    https://jvz8.com/c/202927/324615
Clientfinda   https://jvz8.com/c/202927/370806
Clipsreel   https://jvz3.com/c/202927/372682
Commission smasher   https://jvz3.com/c/202927/376879
Content Gorilla   https://jvz2.com/c/202927/330783
Content Tool Kit   https://jvz3.com/c/202927/329145/
CourseAlly eLearning   https://jvz4.com/c/202927/384759/
CourseReel   https://jvz2.com/c/202927/355249
Courserious   https://jvz8.com/c/202927/360397/
Coursova   https://jvz1.com/c/202927/376527
Creaitecontent  https://jvz1.com/c/202927/376986
Credit Repair   https://jvz8.com/c/202927/377815/
Cryptokit    https://jvz8.com/c/202927/383809/
CryptoRocket    https://jvz6.com/c/202927/378113/
CryptoUnderworld     https://jvz8.com/c/202927/374345/
Dealcheck     https://dealcheck.io?fp_ref=armin16
DesignaSuite      https://jvz2.com/c/202927/297271
DesignBeast    https://jvz6.com/c/202927/371547
DevelopSelfEmpowerment     https://jvz6.com/c/202927/383094/
DFYContentClub     https://jvz6.com/c/202927/381337/
DFYSuite   https://jvz3.com/c/202927/381194/
Diabetes Guide    https://jvz2.com/c/202927/358870/
Diddly Pay’s    https://jvz2.com/c/202927/315596
Diet fitness diabetes   https://jvz1.com/c/202927/286851
Domainname    https://jvz6.com/c/202927/377005
Dominate Email   https://jvz4.com/c/202927/386980/
Dropshiply   https://jvz3.com/c/202927/383483/
DUX Forex Signals   https://jvz3.com/c/202927/128215/
EBook Agency    https://jvz2.com/c/202927/384573/
Ejaculation Total   https://jvz2.com/c/202927/75989/
Email Monetizer    https://jvz2.com/c/202927/386337/
EngagerMate  https://jvz8.com/c/202927/328172
EngageYard   https://jvz2.com/c/202927/383051/
Explaindio    https://jvz1.com/c/202927/123757/
Extreme Adz   https://jvz8.com/c/202927/379244/
Extreme Coupon  https://jvz1.com/c/202927/216101/
EZ Local Appointment  https://jvz2.com/c/202927/385180/
Ezy  https://jvz1.com/c/202927/381935/
Ezy MultiStores  https://jvzoo.com/c/202927/381935
Facebook Cash Machine   https://jvz4.com/c/202927/382333/
Facedrip  https://jvz1.com/c/202927/376325/
FaceSwap   https://jvz4.com/c/202927/381768/
Fade To Black   https://jvz2.com/c/202927/344541
Fanpage  https://jvz4.com/c/202927/144349
Fitness Nutrition   https://jvz4.com/c/202927/353334/
Followup Builder   https://jvz3.com/c/202927/386313/
Forex Atlatian   https://jvz8.com/c/202927/25069/
Forex Blizz   https://jvz8.com/c/202927/144577/
Forex Blue Stark  https://jvz3.com/c/202927/47481/
Forex expert   https://jvz1.com/c/202927/376877
Forex Hybrid Scalper    https://jvz6.com/c/202927/95037/
Forex Joustar   https://jvz6.com/c/202927/381617/
Forex Mastery   https://jvz2.com/c/202927/144621/
Forex Scouts   https://jvz6.com/c/202927/132677/
forrk  https://jvz1.com/c/202927/373449
FusionMT4    https://jvz2.com/c/202927/372523/
FX Goldminer  https://jvz1.com/c/202927/381439/
Galactic  https://jvz1.com/c/202927/188236/
Gaming job   https://jvz2.com/c/202927/184902  s
Genesis Mining   https://www.genesis-mining.com/a/2535466
Gluten free   https://jvz4.com/c/202927/296191
GMB Magic  https://jvz2.com/c/202927/377194
Graphic Alta  https://jvz2.com/c/202927/324492/
Heal Your Emptiness   https://jvz6.com/c/202927/384848/
High Converting Emails  https://jvz3.com/c/202927/386305/
HostLegends    https://jvz4.com/c/202927/384755/
Hostley Domain Creator   https://jvz1.com/c/202927/379223/
Human Synthesys Studio  https://jvz8.com/c/202927/367353/
ImageX   https://jvz6.com/c/202927/363237/
IMSyndicator  https://jvz1.com/c/202927/370769
Inboxr   https://jvz2.com/c/202927/312692
Insta Keyword    https://jvz6.com/c/202927/351606/
Instant Website   https://jvz2.com/c/202927/377557
InstantWebsiteBundle          https://jvz6.com/c/202927/377557
iTraffic X  https://jvz2.com/c/202927/320466
keysearch  https://jvz3.com/c/202927/194909
KlickCourse   https://jvz3.com/c/202927/385006/
Klippyo Kreators  https://jvz8.com/c/202927/327447
KoinCart   https://jvz2.com/c/202927/383555/
Leadvalet   https://jvz3.com/c/202927/385580/
Levidio Royal Podcasting   https://jvz6.com/c/202927/384025/
Linkable DFY   https://jvz6.com/c/202927/385873/
Linkomatic  https://jvz2.com/c/202927/380937/
LiteTrading   https://www.litefinance.com/?uid=929237543
Live Your Truth  https://jvz6.com/c/202927/379020
Living An Intentional Life    https://jvzoo.com/c/202927/382455
Living an International Life    https://jvz8.com/c/202927/382455/
Local Leader   https://jvz4.com/c/202927/383751/
Local Sites   https://jvz4.com/c/202927/380543/
LocalAgencyBox  https://jvz2.com/c/202927/359468
LocalCentric   https://jvz2.com/c/202927/379339/
LocalioAI    https://jvz6.com/c/202927/378310/
MarketAll      https://jvz2.com/c/202927/386971/
Marketingblocks     https://jvz6.com/c/202927/374934
MarketPresso   https://jvz2.com/c/202927/369837
Mat1 Simple Funnel   https://jvz2.com/c/202927/380197/
Maxslides  https://jvz8.com/c/202927/376842
Mech Forex Robot   https://jvz6.com/c/202927/383447/
MediaCloudPro   https://jvz2.com/c/202927/343635
Megasuite   https://jvz3.com/c/202927/383953/
Mobi First   https://jvz2.com/c/202927/353694/
Motion Kingdom Studio  https://jvz4.com/c/202927/383177/
Movid Animation  https://jvz6.com/c/202927/380385/
MT4Code System   https://jvz2.com/c/202927/376925
My Passive Income   https://jvz1.com/c/202927/384099/
MyMailIt   https://jvz3.com/c/202927/292919
MyTrafficJacker   https://jvz2.com/c/202927/353558
Next Drive  https://jvz4.com/c/202927/371095/
NichBox  https://jvz2.com/c/202927/370705/
Organic Life Guide  https://jvz8.com/c/202927/366872/
Pcommerce   https://jvz6.com/c/202927/372265/
Phemex  https://phemex.com/register-vt1?referralCode=D8HUS2
Photokit  https://jvz4.com/c/202927/373207/
PicsAds   https://jvz2.com/c/202927/385468/
PigMoneyMethod   https://jvz2.com/c/202927/377665/
PipStock   http://pipstockexchange.com/register?ref=204
Pitchdeck   https://jvz3.com/c/202927/347847/
Pixal  https://jvz2.com/c/202927/378775/
PixaStudio    https://jvz1.com/c/202927/373089/
Pixivid   https://jvz6.com/c/202927/385213/
PlanB Muscle Growth   https://jvz1.com/c/202927/36517/
PlayerNeos   https://jvz2.com/c/202927/376962
Podcast Advantage   https://jvz8.com/c/202927/379995/
Podcast Masterclass  https://jvz3.com/c/202927/379998/
PodKastr    https://jvz1.com/c/202927/369500/
Poplinks Funnel    https://jvz1.com/c/202927/368095/
Postradamus     https://jvz6.com/c/202927/108695
Power Reviews    https://jvz8.com/c/202927/384625/
Powrsuite   https://jvz1.com/c/202927/376361
PR Rage  https://jvz4.com/c/202927/343405
prime stocks   https://jvz8.com/c/202927/369164  prime stocks
Profile mate    https://jvz4.com/c/202927/358049
Promovidz   https://jvz8.com/c/202927/375692/
Push Button Traffic   https://jvz2.com/c/202927/301402
QR Verse   https://jvz3.com/c/202927/383865/
Quintex Capital     https://quintexcapital.com/?ref=arminham
Quit Smoking    https://jvz3.com/c/202927/359081/
QuizMatic   https://jvz6.com/c/202927/387116/
Reputor   https://jvz8.com/c/202927/380159/
ReVideo  https://jvzoo.com/c/202927/381761
ReviewReel   https://jvz6.com/c/202927/382663/
Rewriter   https://jvz4.com/c/202927/353373/
RSI SEO   https://jvz6.com/c/202927/384381/
Scriptdio   https://jvz4.com/c/202927/385387/
Seniors Income    https://jvz2.com/c/202927/383888/
Senuke  https://jvz6.com/c/202927/279944
ShopABot   https://jvz2.com/c/202927/291955
ShopFunnels   https://jvz3.com/c/202927/384069/
SocialAgency360   https://jvz1.com/c/202927/385357/
SociCake  https://jvz2.com/c/202927/321987
Socifeed   https://jvz6.com/c/202927/375706
SociJam  https://jvz2.com/c/202927/309649
Soronity  https://jvz6.com/c/202927/368736
SqribbleEbook   https://jvz6.com/c/202927/283867
Stackable Picture   https://jvz1.com/c/202927/385046/
Steven Alvey’s   https://jvz2.com/c/202927/351754
Stoodaio   https://jvz1.com/c/202927/372094
Storymate    https://jvz3.com/c/202927/320972
StreamPilot   https://jvz2.com/c/202927/385431/
Studioninja   https://jvz1.com/c/202927/374965
Sunday Freebie  https://jvz1.com/c/202927/267113/
Super backdrop   https://jvz8.com/c/202927/376524
Survai    https://jvz8.com/c/202927/380933/
Syndranker    https://jvz3.com/c/202927/378143/
Talkingfaces   https://jvz3.com/c/202927/375550
The Internet Marketing   https://jvz2.com/c/202927/289944
Tonai Voice Content   https://jvz8.com/c/202927/383119/
Toon Video Maker    https://jvz2.com/c/202927/357201
TrafficForU   https://jvz3.com/c/202927/381950/
Trendio  https://jvz3.com/c/202927/381003/
TubePal   https://jvz6.com/c/202927/379863/
Tubeserp   https://jvz3.com/c/202927/370472
TubeTargeter  https://jvz6.com/c/202927/377211
TuneMingo    https://jvz3.com/c/202927/386556/
TV Boss Fire  https://jvz6.com/c/202927/379480/
Ultrafunnels A.I   https://jvz2.com/c/202927/381129/
VIADZ Ad Template  https://jvz4.com/c/202927/379307/
Vidcentric   https://jvz4.com/c/202927/376095
Viddeyo    https://jvz6.com/c/202927/382326/
Videevolve   https://jvz4.com/c/202927/381011/
Video Campaignor      https://jvz4.com/c/202927/387058/
Video Games   https://jvz3.com/c/202927/184902/
VideoEnginePro     https://jvz2.com/c/202927/372916
VideoGameSuite    https://jvz3.com/c/202927/366537/
VideoRobot Enterprise   https://jvz8.com/c/202927/291061
VidKreate   https://jvz6.com/c/202927/386029/
VidMingo   https://jvz6.com/c/202927/378359/
VidRaffle   https://jvz2.com/c/202927/386840/
VidSnatcher    https://jvz3.com/c/202927/342585
VidVoicer    https://jvz1.com/c/202927/379983/
Vidzura   https://jvz4.com/c/202927/385754/
Viral dash   https://jvz6.com/c/202927/375959
Viral Quotes      https://jvz2.com/c/202927/386984/
VirtualReel   https://jvz8.com/c/202927/376849
Vocalic  https://jvz2.com/c/202927/383848/
VoiceBuddy    https://jvz1.com/c/202927/342854
WebCop  https://jvz4.com/c/202927/378683/
Webinarkit   https://jvz3.com/c/202927/383937/
Webprimo   https://jvz1.com/c/202927/379455/
WordPress Mastery   https://jvz1.com/c/202927/386249/
WowBackgraounds   https://jvz2.com/c/202927/381556/
WP GDPR    https://jvz8.com/c/202927/299907
WP Simulator    https://jvz3.com/c/202927/46987/
Writer Arc   https://jvz1.com/c/202927/386602/
writing job   https://jvz8.com/c/202927/213027
XBrain Forex   https://jvz3.com/c/202927/372305/
XFUNNELS   https://jvz2.com/c/202927/310335
Xinemax  https://jvz1.com/c/202927/381749/
YoDrive   https://jvz2.com/c/202927/384700/
YoSeller   https://jvz4.com/c/202927/387544/
Your 3DPal   https://jvz2.com/c/202927/381685/
YTSuite   https://jvzoo.com/c/202927/381179
Zappable    https://jvz1.com/c/202927/367328/

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: