Emotional connections are key to building positive long-term relationships with customers.

It’s how you convert satisfied customers to loyal customers and loyal customers to raving fans who will buy more per visit, buy more frequently and tell their friends about your products and services.

Keys to making an emotional connection is having integrity, being authentic, sincere and consistent.

Customers can tell when you take a real interest in them as an individual. Likewise, they can tell when you don’t.

Here are five other keys to connecting emotionally:

  1. Be transparent. Provide all the information, positive and negative, your customer needs to make a well-informed buying decision. This authenticity will build trust and longer-term relationships. Amazon.com will remind you that you’ve already bought a book and confirm that you want to buy it again rather than just ring up another sale.
  2. Provide honest value. Understand the customer’s expectations and ensure the product or service you provide will meet or exceed those expectations. Does your consumer really need your “best” product, when your “good” or “better” product will meet their needs? Think in terms of what’s in the best interest of the customer long-term rather than your short-term interest.
  3. Show genuine interest. Solicit feedback — positive and negative. Keep the lines of communication open. Follow-up after the sale to ensure the customer is happy with the result of their purchase.
  4. Integrate all of your messages across all media channels so you are communicating a consistent, rather than confusing or contradictory, message. More than half of Americans have access to email, social media, text and the web via a smart phone. Make sure your mass media messages are consistent with your electronic messages.
  5. Know your customers. Know their likes and dislikes. Know how they would like to receive communications from you. Fewer than 25% of Fortune 500 companies know their customers’ channel preference. Personalized, and relevant, direct mail is still very well received as people become inundated with email.

During the recession and following stagnation, being frugal has became sheik. This led to the rise of daily deal sites. While I do not think daily deal sites are a good way to connect emotionally with customers, they are a good way to drive leads and trial.

To be effective, daily deal sites must provide offers that are:

  1. Relevant
  2. Respectful
  3. Reasonable
  4. Reassuring

If you can do this you can drive trial and once you drive trial apply the five steps above to convert that first-time visitor to a satisfied customer, then a loyal customer and then a raving fan.

Customers today have the power. It’s up to companies to create personal connections that will lead to emotional connections.

How do you create emotional connections with your customers?




Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional