Le public d'un atelier lors de One to One Monaco 2019
Expérience Client

Customer journey: how does emotion generate commitment?

Published on by Sabine Roy - updated on

How to build campaign programs that generate customer engagement? This is the answer to this One-to-One Monaco 2019 conference hosted by Magalie Lasfargues, which evokes the question of emotion in the customer journey.

The emotion at the heart of the customer journey

Cheetah Digital is a company with 20 years of experience in the field of customer engagement in all sectors of activity (retail, distribution, tourism, hotels, banking, insurance ...). Its mission is to enable marketers to promote the digital transformation of their brand. It offers a unique and personalized customer experience and journey, in order to build long-term customer confidence.


How important is emotion in the customer experience?

When talking about brand emotion, there are many factors involved in generating it: company values, brand experience, interactions with different communication channels, and branding. These different elements create a positive or negative emotion with the brand through the customer journey. The goal of brands should be to generate as much positive emotion as possible, as it generates a buying reaction.

Emotion is also important in the context of loyalty, because brands are aimed at human beings, endowed with sensitivity and emotion. More than "BtoC" or "BtoB", we should speak today about "Human to Human".


Produce content adapted to the emotional

Magalie Lasfargues evokes Joey Coleman, the author of Never Lose a Customer Again, which recalls the different palettes of emotions felt throughout the customer journey:

  • Discovery phase: Customers observe market brands and choose the one that best suits their needs. At that moment, they have doubts about the relevance of their choice and this emotional state needs to be mitigated. This is an opportunity for companies to score points by showing empathy.
  • Affirmation stage: the consumer experiences the "buyer's remorse" at this time. In the euphoria of buying, he doubts he made the right choice. Signs often take it for granted and stop communicating with him. But this is again an opportunity to ensure that doubt does not turn into anxiety. Using customer testimonials to reassure him is therefore wise.
  • Completion phase: Clients often do not realize that they have achieved the goal they originally sought. For example, some mediation applications give no news to their users after downloading. But others choose to send a congratulatory email to each new goal.
  • "Ambassador" part: this is the opportunity to use the network of ambassadors, who are emotionally involved and ready to promote. It is important to identify them and to define ways to interact with them to optimize this network.

This customer journey, if it remains a theoretical base, is no longer relevant today. Businesses now need to differentiate themselves through their consumer management, investing in real-time customer insights, customer experience, customer service, sales channels generating relevantdata, and digital content useful for the consumer.


What are the mistakes to avoid during the customer journey?

The silo organization remains effective in many companies. The latter therefore spend a lot of time gathering data from different departments and departments. It is now important to centralize this information in order to focus on the marketing strategy.

On the other hand, while loyalty programs are good business tactics, they are not always used as they should. They are indeed rather inflexible and the rewards are the same for all brands. Customers are now demanding real-time, personalization, and expect the use of customer knowledge from businesses.

Finally, brands often confuse habit with loyalty. But sharing values ​​and seeing a sign as a vector of identity is very different. About 56% of consumers feel more loyal to brands that show they know them, 80% want personalized offers, and 75% are willing to share personal data with trusted brands.

Emotional loyalty requires attachment, affinity, and trust. Marketers must seek to achieve a lasting relationship with the consumer by proposing an adapted customer journey.


Use cases

Cheetah Digital worked with an e-commerce company specializing in the sale of electrical appliances. The brand wanted to improve its conversions thanks to relevant offers. Cheetah Digital has therefore proposed to centralize information useful for marketers, so that the company is able to offer personalized and unique discount codes. It has thus been possible to resort to a more refined management of the promotional codes, in particular on reactivation campaigns and on new customers.

Another example: a ceramic gift company wanted to move from product-oriented marketing to customer centric marketing, while centralizing data and working on social media. It was a family company that developed internationally, recognized in Italy as a "love brand", in other words a brand having managed to establish a strong emotional relationship with its customers, so already enjoying an emotional factor.

The objectives were to review the loyalty programs to increase the number of sales at the end of the customer journey, the frequency of purchase and the share of e-business. A work of personalization of the interactions was worked, as well as a segmentation of the audiences, and the sign has developed an application to animate the program of fidelity.

According to Magalie Lasfargues, to take advantage of the emotion in the customer journey, "what is important is to know how to combine contextualization, personalization, automation, real time (very important) and the cross channel part".


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