Making an emotional connection with your customer is critical whether your in a B2C or B2B business.

If you, or your employees, have an emotional connection with your customer they are more likely to be a long-term customer with higher value to you and your firm — economically and emotionally.

An emotionally connected customer will be more interested in seeing you and your business succeed, will be more likely to refer you to friends online and in-person and will come to your support if you’re unjustly attacked online.

In order to make an emotional connection with your customer, you must earn their trust. You earn their trust by delivering a consistently excellent customer experience time after time.

It’s nice to surprise them with something special every now and then but the key is to do what you say you’ll do when you say you’ll do it — every time.

You also earn their trust by being honest, open, transparent, authentic and genuinely interested in how you can help them. Be more interested in solving their problem than making a sale.

As you get to know your customers, ask them what they value about their relationship with you and your firm relative to other companies, and people, they do business with.

Emotional relationships are based on empathy and authenticity. Empathy is a function of having an intimate understanding of your customers and their needs. You will only understand your customer and their needs by getting to know them.

Based on years of experience, I know you’re only able to get this level of understanding by having one-on-one conversations in which you are really listening to what the customer has to say and the customer knows that you are fully engaged in the conversation and find what they have to say is of the utmost importance.

Making an emotional connection with customers, or prospects, leads to greater consumer insights because people tend to open up and tell you more, they know you value what they have to say, they want to help you be successful.

I met a Hallmark “emotionaire” at a millennial marketing conference. This person was a former copywriter attending the conference to gather insights on millennials and how to make an emotional connection with them.

Hallmark uses emotionaires to understand the needs of a customer, what Hallmark calls a “relationship believers” — someone who genuinely believes that happiness and emotional well-being come from the quality of our relationships with others.

Hallmark’s current campaign is “Life Is a Special Occasion.” Simply translated it’s saying, “Don’t wait. Stop the blur of life. Recognize and linger in those imperfect moments you share with others. They can happen any day.” The campaign is result of insights gathered from “relationship believers.”

Authenticity comes from being very clear about your brand: what it stands for, what it promises and what it means to your customers.

I know from experience, and research, that authenticity is either reinforced or lost based on how consistent you are with regards to delivering on brand promises and customer expectations.

How much do your customers trust you?

How consistent are you in delivering on brand promises and meeting or surpassing customer expectations?

What are you doing to make an emotional connection with customers?

How authentic is your brand?

Ask 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