Want Loyal Customers? It’s Simple: Get Emotional!
Loyalty is the mother load of outcomes for any brand hoping to last. Customers who stay connected to your brand; staff who love working in your organization; and a whole world of followers who are so grateful you’re around, all ensure a sustainable brand that practically grows itself.
How do you make all that happen?
Start by having a listen to this month’s Brand Edge podcast with Wayne S Roberts.
In this emotionally charged episode, Wayne takes you through some revealing truths about what people actually do when they buy your product or service. Spoiler Alert: they don’t actually buy, at all. What they do is invest a currency far more valuable than money. They invest their trust, their faith and their expectations of satisfaction.
So they don’t just buy, says WSR, they buy in with their emotional currency. And that underlying reality should prompt you to focus on the Return on Emotion (ROE) you want to realize at every touch point of your brand.
Wayne also elucidates on Blade’s Three “Rs” for a Successful Return on Emotion that generates enduring customer loyalty:
• Reaction: get noticed by getting the feeling right
• Relationship: get connected in meaningful ways
• Retention: deliver on promises and stay relevant by innovating
Study after study makes the point that customers become more valuable to you, as buyers and advocates, as they become more emotionally connected to your brand. That’s because a more connected and respected customer will gladly part with their money if they feel their emotional currency is being invested in a brand that values them.