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Achieving emotional engagement

Matthew Burgess

In the past, rational engagement drove customer decision making, however with the increased interaction abilities and customer expectations, businesses now have to connect with customers on an emotional level.

Neuroscientist Antonio Damasio revealed the results of his study that showed the following emotions can be utilised in the purchasing decision process…

  • Love
  • Sentiments
  • Envy
  • Pride
  • Entertainment
  • Vanity

People do not buy products and services, they buy people, stories and dreams.


Pulling on the heart strings

By pulling on the right emotional strings, there is some proof that a need for the product or service does not even need to exist beforehand, as what you convey to them is powerful enough to make them think that they have either always needed it, or that their life would be enhanced through purchasing it.

If it is done well enough, the customer will not even feel the need to delve deeper into the product or service, nor will they feel the need to evaluate alternatives; they will be buying purely based on the emotional connection they feel there and then.

Back to reality

There are of course, still those products and services that rationality will reign over, for example…

  • Utility providers
  • Security fittings
  • Health cover

However, the big players in these markets can still use emotions to sway the customer over to them, providing everything else sits right.

If you want to know about how your business can use this tactic to increase your customer engagement levels and revenue, get in touch today.

 

 

15 February 2018 |

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