Consumers' emotions drive their loyalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 18, 2021, 3:38 AM UTC

Customer actions like buying food, furniture, or even a house are steered by emotions.

Designing customer journeys based on emotional benchmarks should help brands better understand their consumers' emotions and improve returns. With Forrester’s Customer Experience Index (CX Index) research showing emotion to be the strongest contributing factor to CX outcomes, leveraging emotions can help businesses drive loyalty.

Further, emotions boost brand “energy”. Understanding how emotions make up consumers’ journey from the “baseline” to “curve” and to the “punch” can help brands build marketing campaigns that stand out. However, businesses must offer a mix of both positive and negative emotions in their campaigns and form memories.

Restructuring the baseline of experiences by designing clear pathways, and CTAs can help brands meet their consumer expectations and relieve high-anxiety purchases like home-buying. Deliver memory-making moments amid the curve and emphasise positive experiences during the punch to sell.

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