Building emotional connections with potential customers is key to creating brand champions and boosting sales.
Consumers today are presented with an overwhelming amount of choice. While consumers do take a rational approach to the purchasing– price, convenience, quality are all taken into consideration, there’s an emotional aspect of buying that cannot be overlooked. In a world of choice, an emotional connection with a brand can be the tipping point for consumers when deciding where to spend their dollars.
The Building Blocks of Customer Trust
Starbucks is a good example of the emotional aspect of customer loyalty. Starbucks coffee costs much more than many of its competitors. However, Starbucks is offering customers more than coffee. It’s offering them consistency – they know exactly how their coffee will taste each time, and it offers an them a consistent experience. When a customer walks into a Starbucks, they know what will be on the menu and they know the cushy chair that their child loves to climb on will be there.
Consistency is also important when it comes to products and services. Infogroup’s research has shown that providing excellent products/services is the key to winning over consumers. The research has also shown that 82% of consumers would stop buying from a brand/company if the product was poor quality. If brands deliver inconsistent quality, consumers might not give them a second or third chance to get it right.
The customer needs to be in charge. Infogroup’s consumer studies have shown that 71% of consumers want to be contacted via email. It’s important that brands recognize and respect that choice if they want to build customer loyalty. Annoying consumers is never a good choice.
Consumers also want to be in charge of the personal data they share with companies. Our market research has shown that more than 60% of consumers are comfortable sharing basic information, such as full name, email, phone number, age and employment status.
Consumers are also happy to trade information for a benefit of equal value to them.
Consumers need to know that their sensitive information, interests and shopping habits won’t be used for the wrong purposes. Companies that have suffered from hacking and information leaks have also lost customers. Other companies, which have actively sold customers data, such as Facebook, have taken a beating in the court of public opinion.
Infogroup’s research has shown that 40% of consumers are not comfortable with companies using their data for marketing purposes. However, they are most likely to trust a local business or a large, popular name brand to use their data. This implies that because the brand is local, consumers trust them more. Perhaps because both parties have a stake in the local community. Consumers may be more apt to trust large brands, because they have money to spend on cybersecurity measures and a vested interest in avoiding scandal.
The Benefits of Investing in Building Consumer Trust
Most marketers know that “word of mouth” is the most effective way to push a prospective customer into a paying customer. According to Infogroup’s 2019 consumer survey, 40% of people are likely to research or buy a product after hearing about it through “word of mouth.” (link to personalization study) This is exactly what makes brand champions so essential.
You want your customers to buy and to keep buying. Let’s turn again to the example of Starbucks. Even during the recession of 2008, people didn’t give up their pricey Starbucks lattes. Even though a $5 coffee is a luxury item, the brand loyalty that Starbucks cultivated during good economic times, kept them afloat during the downturn. By providing consumers a consistent experience and a quality product, Starbucks became an essential part of their lives. That’s the power of connection.
Learn more about the power of connecting with your audience by reading our consumer survey on the best ways to communicate, engage and connect with your audience.