By Bizna Brand Analyst
Emotions are stronger than any physical bond, because they stay with us long after the experience is over. They become a part of our memories, a part of our identities, and something we can relate to in the present, and even when we think about the future.
Making a purchase, investing in a product or service, adds to that thread of our ever evolving, forever changing, and beautifully developing identity. So of course, how we feel about what we’re buying, and whom we’re buying from, will not only determine if we buy it in the first place, but if we recommend it, and/or perhaps even buy it again and again. This kind of behavior is known as loyalty, and just like everything else that’s worth anything in life, it must earned and carefully carved out.
To business owners, here are 5 emotions that inspire customer loyalty.
1.Surprise. Keep your business fresh by offering new, creative and innovative solutions to your customers’ needs and expectations. This is especially important in a market with a lot of competition. Know your competition so that you can differentiate yourself and stand out in wonderful and memorable ways.
Familiarity. Your brand should feel like a family member or an old friend to your customer. They should feel safe and comfortable investing in your business, because you offer a strong, stable and well-represented product or service.
2. Relief. No matter how hard we try, mistakes will happen. Whether through human or computer error. However, what really matters in those moments is how you handle that setback or mistake. Offer you customer a personal phone call or text message, reassuring them that you will take care of everything and then ensure that they receive what they purchased as quickly as possible. Or offer them compensation in case something goes bad. Your adaptability to handle stressful situations while keeping your customer’s confidence could turn into an even more positive experience for both of you than if everything had gone smoothly in the first place.
3. Gratitude. Customers always expect to get what they pay for, but occasional when a business gives their customer more than what they paid for or expected, a customer feels how valued they are and are inspired to give more, both of their loyalty and they money.
4. Belonging. It might seem juvenile, but everyone needs to feel wanted, loved and like they belong. Businesses can make their customers feel like they belong by maintaining approachability and offering engagement on an individual basis. Of course, how each business does that has to make sense to their brand and business plan, but it’s definitely worth looking into it.
Whoever said it’s not personal, it’s just business, never had a business, or else he would know just how personal and emotional a business owner must be in order to attract customers. As a business owner, it may feel like you’ve got the whole world on your shoulders, but unfortunately, you don’t control the world; not even the very small part that is your business. The only thing you can control is how you present your brand, and how you inspire your customers to relate to it.
So, go ahead and get emotional – or get out of the business and do something that brings out your passion!