Harnessing emotional connections: The key to customer loyalty and competitive success

We all strive for convenience, affordability, and efficiency in our day-to-day transactions, whether it’s buying a television set, a train ticket, or a car. These tasks are meant to be seamless and functional. However, the relationship between a customer and a service provider goes beyond just the point of purchase. Imagine a scenario where you’re having trouble with your TV or you need assistance with your purchase, and you encounter a functional interaction with little empathy or support from your service provider. This kind of situation can leave you feeling disappointed and disconnected from the service.

Similarly, when purchasing a car, customers expect a seamless and hassle-free experience. They are making a significant investment and want to feel that the brand and its representatives understand and share their passion and excitement. If the service experience falls short in demonstrating care and attention to their needs, customers are more likely to explore other brands that resonate better with them. Understanding your customers’ emotions and establishing an emotional connection with them not only leads to stronger and longer-lasting relationships, but also enhances their overall satisfaction.

Research has consistently shown that customers who are emotionally engaged are more likely to repurchase, show forgiveness, and be open to trying new offerings compared to those who are not. Furthermore, Satmetrix has concluded that emotionally satisfied customers have an NPS score that is more than double that of customers who are only functionally satisfied with the service. In essence, customers desire a human connection where their needs are understood, and services that deliver on this emotional level are much more positively received. 

How Disneyland use emotions to deliver a great customer experience

Disneyland serves as a prime example of a service that consistently delivers a magical and awe-inspiring customer experience. Walt Disney once famously stated, "Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do." By infusing each touchpoint of its service experience with genuine emotion, Disneyland has achieved an impressive 70 percent return rate for first-time visitors. Regardless of age, every customer can anticipate moments of sheer wonder, whether it be encountering beloved characters or finding convenient parking for their vehicle. 

Disney’s primary objective is to create an atmosphere of happiness, and this is embraced by all stakeholders. By aligning everyone towards a shared goal, the company can consistently deliver exceptional emotional experiences for its customers. While functional tasks such as ensuring the rides are operational and streamlining the booking process remain important the ultimate focus lies in providing an emotional outcome. 

How to build emotional connections with your customers

Although your business may differ from Disney, there are a few initial steps you can take to establish a deeper emotional connection with your customers. Firstly, define a compelling customer experience vision that unites everyone around a shared objective. Collaborate with your stakeholders to ensure their commitment and dedication to achieving it. Secondly, create a remarkable service that is captivating both on the surface and internally. Emotion should be at the core of his experience, and if you can develop a brand and service that emotionally resonates with your customers’ values and emotions, you are on to a winner. Lastly, construct a clear value proposition that quantifies the benefits for stakeholders who seek that assurance. 

The challenge of emotional connection is one of the seven key challenges we have identified in our book, "Customer-Driven Transformation." To learn more, please download a preview or check out our accompanying podcast, "Customer Experience Design."