Brands can put a value on emotionally engaged customers, and it can be a significant one. Emotionally engaged customers are customers who have a strong emotional connection with a brand, and they are more likely to be loyal and have a higher lifetime value than customers who are not emotionally engaged.
Research shows that emotionally engaged customers are more likely to make repeat purchases, refer friends and family to the brand, and pay more for products or services from the brand. They are also less likely to switch to a competitor brand, even if they are offered a better price or promotion.
According to a study by Gallup, emotionally engaged customers represent a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared to average customers. This means that emotionally engaged customers are more valuable to a brand than customers who are not emotionally engaged.
Therefore, brands that focus on creating emotional connections with their customers can potentially see significant benefits in terms of increased customer loyalty, repeat business, and revenue growth. By putting a value on emotionally engaged customers, brands can better understand the ROI of their marketing and customer engagement efforts and make informed decisions on how to allocate resources to build and maintain emotional connections with customers.
Creating emotionally engaged customers requires a holistic approach that focuses on building a strong emotional connection between the customer and the brand. Here are some strategies that brands can use to create emotionally engaged customers:
A strong brand identity, including a clear brand story, values, and personality, can help customers identify and connect with a brand on a deeper level.
Listen to customer feedback:
Actively listening to customer feedback and responding to their needs and concerns can help to build trust and loyalty.
Create a positive customer experience:
Delivering a consistently positive and memorable customer experience, both in-person and online, can help to create positive emotions and a sense of connection between the customer and the brand.
Personalize the customer experience:
Personalizing the customer experience, such as through targeted marketing or personalized product recommendations, can help to make customers feel valued and understood.
Engage with customers on social media:
Social media is a powerful tool for building emotional connections with customers. Brands can engage with customers on social media by responding to comments and messages, sharing user-generated content, and creating content that resonates with their target audience.
Focus on customer education and empowerment:
Brands can create emotional connections by educating and empowering their customers. Providing resources and information that help customers achieve their goals can create a sense of trust and loyalty.
Give back to the community:
Brands that give back to the community or support social causes that are important to their customers can create emotional connections by demonstrating their values and commitment to making a positive impact.
By using these strategies, brands can create emotionally engaged customers who are more likely to be loyal, advocate for the brand, and drive revenue growth.
So what does an emotionally engaged customer do that is different to a non engaged customer?
Emotionally engaged customers behave differently than non-engaged customers in several ways. Here are some of the key differences:
- Increased loyalty: Emotionally engaged customers are more loyal to the brand than non-engaged customers. They are more likely to continue purchasing from the brand, even if they are offered lower prices or better deals by competitors.
- Higher lifetime value: Emotionally engaged customers have a higher lifetime value than non-engaged customers. They are more likely to make repeat purchases and spend more money with the brand over time.
- Positive word-of-mouth: Emotionally engaged customers are more likely to share their positive experiences with others, leading to increased word-of-mouth referrals and brand advocacy.
- Forgiveness: Emotionally engaged customers are more forgiving of the brand’s mistakes or shortcomings. They are more likely to give the brand the benefit of the doubt and continue supporting it even if they experience a negative experience.
- Willingness to pay more: Emotionally engaged customers are often willing to pay more for products or services from the brand, as they perceive the brand to be of higher value and quality.
Overall, emotionally engaged customers have a stronger connection and affinity with the brand than non-engaged customers, leading to increased loyalty, advocacy, and revenue for the brand. Therefore, creating emotionally engaged customers should be a priority for brands looking to grow their customer base and drive business growth.