Harvard Business Review’s, November 2015 article titled “The New Science of Customer Emotions” explores the new phenomenon that has been supported by research which confirms that brands can in fact connect with consumer’s emotions.  As a result, numerous benefits can arise. The article furthermore shows the value and approach that companies should take in order to strategically reach those specific feelings that ignite customer behaviors.

Emotional motivators are defined as connections that target consumer’s deepest feelings and passion points. Over 300 emotional motivators have been identified that drive consumer behavior. To acquire a full emotional connection one must understand that motivators range among consumers. Outlined below are the four main highlights describing how to attract and appeal to individuals’ motivators that result in a new source of growth and profitability:

1. Defining Emotional Motivators– When a brand aligns with a customer’s motivators and desires the brand begins the emotional connection. Important emotional motivators that were mentioned in the article include desires to “stand out from the crowd” ”have confidence in the future” and “enjoy a sense of well-being”.
2. Why Emotional Connections Matter-Emotional connections matter because it allows for consumers that are not connected to the brand become aware of them and highly satisfied in a way that they are able to differentiate the brand from others so that they can become fully connected.
3. Putting Emotional Connections to work– Brands can see a higher ROI when a connection is made that correlates with the perception of the consumer. To create an emotional connection strategy that increases ROI it is important to target customers connected to the brand because these customers spend the most on its products. Research and analysis are key in determining consumers’ motivators and predict their purchase behavior. In analyzing the brand’s database of connected consumers, the company can identify the group’s purchasing, spending, loyalty and advocacy motivators to influence specific customer experience investments. To maximize these investments the company must focus on reaching customer touch points in the areas of marketing, stores, online and omnichannel experiences, merchandising and message targeting. Taking these steps and measures into consideration, companies will see the move from satisfied to full emotional connected customers.
4. The Management Imperative- Implement a new way of thinking within your organization. Embrace an integrated strategy that includes the marketing, customer experience and merchandising departments in order to leverage the learned customer emotions of the target audience to have competitive advantage and growth.

In Conclusion: Understanding your customer’s specific emotional motivators can give you and your company a competitive advantage by allowing you to implement marketing strategies that leverage these motivators.

To read the full article access it at the Harvard Business Review November 2015 Edition:

https://hbr.org/2015/11/the-new-science-of-customer-emotions