In a business environment where competing on price is often the predominant consumer concern, it’s paramount that engagement be emotional. That’s because emotional engagement fosters relationships, and consumers don’t purchase or hire simply for logical reasons. They purchase or hire to connect.
Interestingly, studies show that when clients and consumers connect, they are less likely to be concerned about price. They are more likely to refer or recommend. They also are less likely to go elsewhere.
According to Bruce Jones of the Disney Institute, in order to emotionally connect, we need to understand the needs, perceptions and expectations of each individual client. We need to move away from transactions, even away from interactions, and instead move towards the client experience. We need to understand that client satisfaction is not enough. Satisfaction doesn’t foster loyalty – connecting with the experience a business provides is much more far-reaching and long-term, and gives depth to a client’s loyalty and the relationship.
It was Maya Angelou who wrote: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”