Building emotional connect to deepen customer relationships
Times of change and disruption can offer companies the opportunity to differentiate themselves and stand by the purpose that makes them unique. While growth, customer acquisition and revenue pressures continue to mount, realizing success in these areas requires companies to hold themselves accountable to a higher standard.
Catering to the well-being and needs of employees, consumers and communities will create a strong sense of differentiation that customers admire, respect and want to associate with in the long term. Communications strategies need to extend this sense of responsibility, inspiring greater trust and confidence through a high degree of transparency that lays bare success and failure, shortcomings and opportunities. Genuine care and concern – that rises above the immediate focus of conversions, up-selling or cross-selling – needs to be embedded in every connection and engagement to establish a greater sense of loyalty, stemming from shared purpose. These connections, led by empathy and that harmonize the worlds of design, content and technology, will prove incredibly powerful and outlast momentary distractions or marketing tactics to create lifetime value.