Marketing & Innovation - Written by Michael Leander Nielsen on Monday, May 12, 2008 7:28 - 4 Comments

CUSTOMER EXPERIENCE: EVERYTHING IS AN EMOTIONAL BUY

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More than satisfaction, customer emotion is the underpinning factor in the customer experience..


Everything is an emotional buy; everything. Whether buying a cup of coffee, a holiday, a car, or a house. Our emotional reaction to a service transaction is the fundamental
driver of the purchasing decision. But more importantly, it’s a determining factor in customer retention and loyalty. More than satisfaction, customer emotion is the underpinning factor in the customer experience; what it’s like to do business with the product or service provider.

Yes of course rational thought, reflection, consideration of pros and cons may be part of the buying decision, but an emotion definitely will be. One’s feeling, sense, intuition, gut reaction and experience of the interaction will play a significant part in the buying decision.

This example illustrates the point. I was walking through a shopping centre with a colleague recently. We walked passed a well known coffee shop and I suggested we stopped and had a coffee. My colleague immediately responded with a suggestion that we should go further into the shopping precinct and around the corner to his favourite coffee shop. “I like it there,” he said. Not, they do better coffee, it’s less expensive, or I have a loyalty card, but “I like it there”. In fact he liked it so much that he was willing to take us out of our way in order to get that cup of coffee. This was
an emotional reaction. No rational and logical weighing up taking place; a simple
instinctive response.


Why is this important? Joe Espana answer that question in the full article.

Read the full article published at Return on Behavior Magazine

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4 Comments

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chris @MarieLu Lingerie
Jun 2, 2008 13:37

Interesting idea, the problem is recreating the same feeling in an online environment like a e-commerce store.

Joe Espana
Aug 21, 2008 1:08

Thanks for the comment Chris. It may seem harder in an online environment because of the ‘person-less’ nature of the business, but many on-line organisations stikll achieve it. The point is to define at the strategic level what is the exact experience the on-line srevice provider wants to create for its users. Much on this in the ‘virtual’ world will be to do with ease of doing business, realiability and functionality which create responses in the user/customer. These responses are emotional ones. By the way, in many cases too the human factor or inter-personal relationship will be provided by support desks, customer service and infomation functions, where the customer will deal with a person - even if its on the other end of a phone line.

Contact us on http://www.performance-eqautions.co.uk for a free guide on some of the things that can be done to create the customer experience that you have defined for your customers.

adanali
Oct 29, 2008 16:08

Joe, thanks a lot for this article and for your reply to Chris. I tried the link you provided (www.performance-equations.co.uk) but it wasn’t available. Is there any other way to access the guide you mentioned?

Thank you.

Joe Espana
Nov 29, 2008 14:15

For those of you trying to get through to our website, an apology. It was spelt in correctly. The link is
http://www.performance-equations.co.uk

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