Why Is Emotional Connection More Important Than Customer Satisfaction?

Emotional connection is something modern brands have recently started to prioritize. With 83% of customers saying they are more likely to buy from a brand they are emotionally engaged with, it may be even more important than the customer satisfaction score (CSAT).

What is the significance of emotional connection, and what are the best ways to establish it? 

What Are the Best Ways to Establish Emotional Connection With Customers? 

Personalization

Is implementing personalization worth the hassle? Absolutely — 80% of customers are more likely to return to a brand that provides a personalized experience. By investing into a tailored approach, brands show they care and want to satisfy every customer’s needs. 

To provide the most personalized service to every customer, we at SupportYourApp: 

• Conduct unified onboarding, so that every member of our team, no matter what department they join, understands how important every customer is and does everything for every customer to feel comfortable. 
• Utilize an in-house built CRM system that stores every bit of customer information. This way, we get quick access to every user’s name, contact information, and ticket history. 
• Conduct regular additional training for everyone to be on the same page, remember the basics of communication, and get new skills required for providing top-notch service and support. 

Among others, these steps help us provide customizable, adaptable, and personalized customer service. 

Care

96% of customers find empathy and care shown during a customer support interaction important. This means they are likely to form an emotional bond with a brand, where customer support is empathetic. 

Support teams can be taught to display empathy by using phrases like “I understand”, “I am here for you”, and “I want to help you”. Combined with an understanding tone and swift resolution, these simple phrases will become a perfect display of empathy and can help the support team emotionally connect with customers even over a short time of a resolution. 

Honesty

To be completely honest with customers, especially when it comes to the time of resolution, support consultants should be fully immersed into the resolution process. Their skills need to correspond to a product’s requirements, and they should have a deep understanding of what customers expect of them. 

By being honest and giving correct information and estimations, support teams have to go through constant training and utilize every tool at their disposal to follow every inquiry closely and provide the best service possible. This will help them form an emotional bond with customers with even the toughest requests. 

Brand Voice

Brand voice includes: 

• Style of communication
• Tone of communication
• Proper expression of values

Maintaining a consistent brand voice is one of the best ways to connect with customers emotionally and to demonstrate the professionalism of the support team. 

Why Is Emotional Connection Important?

Emotionally engaged customers are more valuable than simply satisfied customers because: 

• They are more engaged — building emotional connection with customers will lead to customer satisfaction and customer loyalty.
• They are more likely to become repeat customers — with 95% of purchases based on emotions and not rational calculations, emotionally engaged customers are more likely to come back to a business that provides them with a good experience. 

Finally, emotional connection is what humans naturally seek. That is why communication with a support team that provides emotionally fulfilling services is so valuable to any customer. 

❤︎ Like it? — Share: Share on LinkedIn or Share on Facebook