We are emotional buyers. Our emotions determine what we buy and who we buy from. That’s why organisations must understand our emotions to deliver the personal experiences we desire.
To help decide what emotions organisations should strive for to strike up long term customer relationships, we explored the Hierarchy of Emotional Value – a framework designed after two years of research by Beyond Philosophy to assign a value to customer feelings based on research from over 50,000 people from 100 industries in 40 countries.
The Hierarchy of Emotional Value benchmarks an organisations level of emotional engagement with customers, or what they refer to as an Emotional Signature. The emotions are divided into clusters and named for the four hidden ways they influence the customer experience.
Made of only two emotions, Happy and Pleased, the Advocacy Cluster is crucial. Customers expect more, and are constantly seeking happiness, or satisfaction. A customer experience should deliver pleasure in the form of fixes or treats that evoke these vital emotions from experience participants. You need a moment in your customer experience strategy that will really stick in the minds of customers and keep them coming back.
This group includes Trusting, Valued, Cared for, Focused, and Safe. These emotions are the foundations of customer loyalty. They are also the gateway emotions that allow you to pass to the pinnacle of the pyramid, the Advocacy Cluster. As we know, loyal customers are most likely to recommend and are therefore your organisations biggest advocates.
Five emotions comprise the Attention Cluster, Interested, Energetic, Stimulated, Exploratory, and Indulgent. This cluster is the only set of emotions that have a direct impact on short-term spending. However, this emotion will quickly disappear if you don’t regularly update offerings and incentives.
Read our post on how to keep your employees energetic to help engage with customers
The Destroying Cluster is essential, but the list of ones you want to avoid. It includes Irritated, Hurried, Neglected, Unhappy, Unsatisfied, Stressed, Disappointed, and Frustrated. Evoking any of these emotions during your customer experience will cost you money, through lost revenue, lost opportunities, and higher costs fixing the problems that result. They are also the only emotion group that is associated with effects on short-term spending, although not directly as with the Attention Cluster. Make sure you have a mechanism in place that allows you to react quickly when faced with any of these emotions.
When you can demonstrate these emotions are present in your customer experience, you can also prove how much revenue each one drives, which effects they have on your brand, what influence they exert on your Net Promoter Score, and why they contribute to your overall customer satisfaction.
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First published here.
About Keith Schorah
Managing Director at Maru/SynGro - passionate about enhancing customer experiences.
Maru/SynGro is a leading Customer Experience technology company providing next generation Customer Experience reporting, analytics, and performance management software to empower enterprises with the customer insight they need to drive profitable action. Our global clients integrate omnichannel customer feedback with financial, operational, and CRM data to make business improvements of unambiguous value.
Our clients collect and act on customer insight from more than 80 countries and in 30 different languages.