2.9 Magids, S., Zorfas, A., & Leemon, D. (2015), The new science of customer emotions

Question 1

Emotional Motivator

Answer 1

the feelings that drive customer’s behavior.

Question 2

So, what firms need to do: (emotional motivators)

Answer 2

: Identify most powerful Emotional Motivators which generate the most profitable customer purchase behavior → connect them to their products & enhance the connection → firm’s Growth

Question 3

Three phases to leverage Ems

Answer 3

Identify the EMs 2. Analyze3. Org’s commitment

Question 4

Identify the EMs

Answer 4

Inventory your existing market research & customer data → find customer’s motivating emotions which are associated with purchase behavior → then define High- Impact EMs.

Question 5

2. Analyze EMS

Answer 5

find 2/3 key motivators of high valuu group. With these key motivators → Grow the most valuable customer segment of your business.

Question 6

3. Org’s commitment

Answer 6

to emotional connection strategies based on Emotional Connection must be embraced across functions.

Question 7

Findings
- Customers become more valuable at each step of a predictable “Emotional connection pathway” as they transition from (4)

Answer 7

) being Unconnected to 2) being highly satisfied to 3) perceiving brand differentiation to 4) being Fully connected

Question 8

which steps makes the most profit

Answer 8

• Moving customers from 2)Highly satisfied to 4)Fully connected : 3 times the return of moving customers from 1)Unconnected →2)Highly satisfied (what many companies focus on).

Question 9

• 4 insights about building Emotional Connection

Answer 9

o EMs vary by category & brand
o EMs vary across customer segment
o EMs for a given brand or industry vary with a person’s position in the customer journey
o Emotional-connection-driven growth opportunities exist across the customer experience, not just in traditional brand positioning and advertising