Customer-centric businesses don’t let their customers wander in search of information or A customer journey comprises experiences which are, in turn, made up of touch points — human, physical, sensory or communication, either in person or virtual — and which are influenced by factors like price, convenience and location. The ‘journey’ is associated primarily with the physical interactions (behaviour) – contact strategy and reducing customer effort – whereas the ‘experience’ is the concept that deals primarily with how customers feel (emotion) with ‘delighting customers’ and creating distinct experiences.
Ever faster change, greater customer choice and channel proliferation are realities every business faces today. In these challenging times, developing harmonious environment is more crucial than ever; businesses need to focus their attention across multiple touch-points to enable them to build loyalty so they can grow their profit.
Research by the Journal of Consumer Research has found that more than 50% of an experience is based on an emotion as emotions shape the attitudes that drive decisions.
Connecting on an emotional level means putting the five senses into practice, the Smell, Touch and Taste are linked to our limbic system, the right brain, our yin energy which is responsible for creativity, memories, feelings, emotions, and it’s these senses in particular that can make a brand more impressionable to a consumer and influence their purchasing habits.
However, we noticed that 83% of all branding only appeals to the eyes. Visual cues, such as gifs, pictures, videos those are processed in the neocortex, the left brain, the yang energy, which is responsible for thoughts and actions, the analytical, logical brain and is also linked with the Hearing.
Yes, I hear you it’s not physically possible to wear a car nor practically possible to eat clothes, so brands need to start using sensorial experiences to create associations instead. By tapping into the emotional triggers that prompt consumers to make unconscious decisions and to buy on impulse and desire, brands can create long-lasting memories.
Using the art of Feng Shui to help you develop emotional customer experiences is the best I know. At the core of customer service is the concept of delivering on a promise. If you promise that you are able to provide the best product or service, or that you can deliver quickly or offer the best price, you must be able to deliver on that promise, and not just once, but consistently, every single time your customers come to you.
So here is my challenge to you:
- How can you get your customers to taste something that can’t be eaten?
- How can they smell something that has a non-descriptive scent?
- How can they hear something that can’t be heard?
- How can you move your space to develop emotional customer experiences?