Storytelling tips from the Nielsen Norman Group
Pivoting to "between-purchase" loyalty with Ford

Consider how loyalty is built or destroyed by emotional experiences

I've been considering contacting ex-Houstonians for support in building a better image for the city. Their interest and support will be built on their having had positive emotional experiences here. In many instances, their bad experiences will be unrelated to the city itself, but affect their attitude. So when we reach out to ex-Houstonians, we'll need to be very sensitive and accepting of their sometimes bad opinion of the city, even if it's unfair. 

We cannot always prevent bad experiences and we have to allow others the space to be unhappy. Can we repair the relationship? Maybe. Sometimes. If we can afford to. 

CMS Wire: Positive Memories: The Shortcut to Customer Loyalty, 2019-May-08 by Liraz Margalit

When researchers at Forrester analyzed whether ease, effectiveness or emotion had the biggest impact on customer decision making and brand loyalty, they found that emotive connections won hands down.

Both long-term loyalty and memorability are built through experiences that drive positive emotions — even when that long-term loyalty is misplaced or fundamentally irrational. In fact, my company Clicktale’s research with data professionals suggests that as many as three quarters consider consumers to be “fundamentally irrational” in the way they shop. Clearly, feelings, not facts, are what drive our decisions — a factor that needs to influence the way that brands think about customer loyalty. 

Forrester: A Closer Look at the Monetary Value of Emotion, 2016-Sep-21 by Victor Milligan

Companies need a way to understand and measure emotion: to design experiences, to predict its impact, and to formally connect emotion to P&L performance. Specifically, companies need to know:

  • If the emotion driven by an experience is positive or negative, meaning did it create an emotion that has the potential to draw customers closer to you or push them further away?
  • What was the intensity of the emotion, meaning is it likely to alter the existing level of affinity or spending behavior?

Forrester’s Customer Emotion Matrix provides a simple yet powerful method to understand and ultimately quantify emotion by examining the two primary factors that determine if and how customers may alter behavior:

Forrester-customer-emotion-matrix-blog

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