Does it? Do you know? Have you asked your customers?

Chipotle makes an emotional connection with me by consistently serving me great tasting, healthy food that I’m not allergic to.

I have alot of allergies and have beeen eating burrito bowls at Chipotle for lunch almost everyday for the past six years.

When I travel, I try to stay in hotels within walking distance of Chipotle.

I try to get to know the managers and the employees at the locations I visit on a regular basis.

Emotional engagement is the “holy grail” of marketing yet so few companies are sifficiently engaged with their customers to know whether or not their customers have an emotional connection to them, let alone why.

How do you find this out? By having a one-on-one dialogue with your regular customers to find out why they think you are different and better than the competition.

And their definition of your competition may surprise you.

If you’re not sure, have a professional researcher talk to your customer. Your customer might be willing to be more open with someone they don’t know than someone they do.

What is critical is having the dialogue and letting the customer know you care.

Let them know your care about:

  • Their business

  • Their happiness

  • Their satisfaction with your product or service

  • Their feedback when something’s not right

  • Their thoughts on what you or your team can do better
  • Their referrals

The more you know about the emotional connection your customer does or does not have with your business the more you’ll be able to use that knowledge to acclerate sales.




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