Science of Customer Emotions

When companies connect with customers’ emotions, the payoff can be huge.

The New Science of Customer Emotions

By Scott Magids, Alan Zorfas, Daniel Leemon

When companies connect with customers’ emotions, the payoff can be huge. Consider these examples: After a major bank introduced a credit card for Millennials that was designed to inspire emotional connection, use among the segment increased by 70% and new account growth rose by 40%.

Within a year of launching products and messaging to maximize emotional connection, a leading household cleaner turned market share losses into double-digit growth. And when a nationwide apparel retailer reoriented its merchandising and customer experience to its most emotionally connected customer segments, same-store sales growth accelerated more than threefold. (more…)