Customer Journeys to Drive Emotion Engagement - PowerPoint PPT Presentation

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Customer Journeys to Drive Emotion Engagement

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The development of your customer journeys should be intentional. Determine which emotions you want to ignite and how to leverage those emotions to get the desired outcome. Check out the post to learn more, here. – PowerPoint PPT presentation

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Title: Customer Journeys to Drive Emotion Engagement


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Customer Journeys to Drive Emotion Engagement
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Precise Data and Creative Strategies Ignite
Emotion
  • Its easy to get lost in the linguistic maze of
    marketing jargon. Terms like data, strategy,
    analytics, and more tell superficial stories.
    Explanations often lack the context that helps
    people understand the conversation. This can lead
    to a breakdown in communication between marketing
    and stakeholders ultimately resulting in subpar
    campaign executions, lackluster customer
    engagement and poor conversions.

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  • Lets take a closer look at how to use exact data
    and creative strategies to develop customer
    journeys that ignite emotion. First, lets look
    at two examples of emotions that can be ignited.
    An emotion being positive or negative does not
    necessarily determine whether the outcome will be
    positive or negative.

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Upset
  • This can happen at any point in the customer
    journey. An experience that upsets a potential
    customer can keep them from becoming a buyer.
    That potential customer could be lost forever.
    The same is true with customers who have a
    post-purchase experience that angers them. An
    unmet expectation about the product or service
    and failure to resolve it to the customers
    satisfaction can ignite anger.

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  • Depending on the situation, anger could also
    inspire a client to do business with you. For
    example, an attorney might ignite the emotion
    when targeting wrongfully terminated employees,
    accident victims, or people going through a
    divorce. Igniting the anger emotion and a desire
    to be vindicated can actually drive purchases.

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Fear
  • Fear is another emotion that can work both in
    favor and against your outcomes. When promoting a
    sale, companies will indicate a sale end date. A
    customer might buy today for fear of having to
    pay more tomorrow.
  • On the other hand, fear can be a customer
    deterrent, too. A customer may fear theyll buy a
    product only to stick it in a corner and never
    use it again. They may fear buyers-remorse.

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  • Fear of judgment is another common reason
    customers dont buy. Personal protective
    equipment (PPE) is a great example of a product
    some people do buy out of fear. They might fear
    getting sick, getting someone else sick, running
    out of supplies, or any other scenario that
    ignites fear as the emotion, but triggers
    conversion. However, the experience isnt
    negative, and customers are happy to purchase
    products that help to resolve their fears. Know
    more visit our blog https//www.groupfio.com/cus
    tomer-journeys-to-drive-emotion-engagement/
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