Emotions in Marketing and Sales
Let’s be honest, having great products is not enough. Customers just expect more from brands and organizations. An awful truth: If you’re in a competitive market, no one really sucks at customer service, the basics are well understood and figured out for most brands.
To reach superior customer experience one has to connect to consumers on an emotional level.
Harvard Business Review notes that a retailer, who implemented a strategy to connect to consumers on an emotional level “has increased its percentage of emotionally connected customers from 21% to 26%, reduced its customer attrition rate from 37% to 33%, and increased customer advocacy from 24% to 30%, resulting in a 15% increase in the number of active customers and more than a 50% increase in the rate of same-store-sales growth”.
Understanding customers emotions is hard. Let’s take customer service. If a customer takes the step to call customer service, expecting being harassed by an automatic answer system to talk to someone after 15 minutes wait. All after experiencing some error, problem or detour with your product or service, the emotional scale of that specific customer is clear and will probably not fall in the positive spectrum.
Before he might have been a loyal customer, even an advocate of your brand. So, after the call send him the well-known one question survey to determine his emotional state. Is that something you want to base your business decisions on?
Emotionally enhanced personas
Wouldn’t it be great if you could step in earlier, determine what your prospects and customers like and loathe? Mnemonic AI enhances its personas with emotional focus points regarding a service, product, brand or even single attributes of these.
Sure, not everyone is Apple or Disney with emotional messages build into the DNA of a brand but aligning your messages on an emotional level to your prospects and customers give you a whole new vector to stand out from your competitors.
Mnemonic AI aims at personas that not only connect on the customer journey or demographical dimensions but give you the cutting edge to address the 50% of decision making that are not rational.
A study of Northwestern has some great examples how emotional alignment between an offer and a customer drives revenue.
Emotionally align messages
Paying attention to the emotions of your customers can help align your messages far better and personal than based on surveys and customer journey mapping. Adding emotions in the mix helps you target your message not only to the channel a customer will see it but to the trigger points underlying his desires.
Think of a Travel Agency knowing this customer group is more mellow and looking for a relaxing holiday in comparison to someone who strives for action-oriented vacations, both without explicitly telling you. Not taking their emotions and longings for the vacation into account will inevitably lead to a mismatch in message and recipient. That’s how emotional misalignment can screw over your well planned campaigns.
Making emotions comparable
Depending on the framework used there are hundrets of fine-grained emotions defined. Additionally classifying emotions is hard, even for humans, when it comes to such emotions as “indifference” and “ambiguity”. Two people tasked with defining emotions will porbably come up with three definitions.
On the other hand just a polarity, negative, neutral, positive might not hold enough insights to really help you understanding customers.
Mnemonic AI tackles this challenge with artificial intelligence. Our systems analyze utterances for a defined set of eight basic emotions. With deep learning there is no ambiguity or chance from one day to another how an emotion is defined. All utterances will be analyzed and classified in the same way so emotions get comparable and give you real insights into the feelings of different customers and segments.
Mnemonic AI right now analyzes for anger, disgust, fear, sadness, anticipation, joy, surprise, trust and positive or negative polarity to give you a good overview of the emotional spectrum without getting bogged down by not actionable fine-grained emotions.