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  • AutorenbildStephan Lendi

Nurturing Customer Connections: 14 Strategies for Emotional Engagement




In an article by Forbes Coaches Council published on October 19, 2023, 14 experts, including contributor Stephan Lendi, delve into the evolving landscape of consumer behavior. The article highlights the growing importance of emotional connections over customer satisfaction and provides actionable strategies for businesses to thrive in this emotionally driven marketplace. The experts share insights on engaging with loyal customers, aligning with social good organizations, incorporating empathy, and creating memorable experiences to forge strong bonds with customers.


Key Points:

  1. Engage With Your Most Loyal Customers:

  • Understand emotional triggers and connections by engaging with loyal customers, and be transparent about values and higher purpose.

  1. Align With A Social Good Organization:

  • Demonstrate values in action by aligning with social good organizations, telling compelling stories, and showcasing support for inspiring efforts.

  1. Ask, ‘How Is Your Day Going?’:

  • Develop connections by being personable and genuinely asking customers about their day, fostering a personal touch without delving into overly personal matters.

  1. Survey Customers; Map Their Road To ‘Yes’:

  • Identify ways to make customers feel appreciated for their loyalty by understanding their journey to a purchase through surveys and team engagement.

  1. Think Of Your Offering As A Vehicle To Create Value:

  • Focus on the value created for customers rather than the product or service itself, clearly communicating why customers should choose the business.

  1. Make Customers The Center Of The Brand’s Narrative:

  • Place customers at the core of the brand's narrative, consistently applying emotional bonding strategies across all touchpoints to create a genuine connection.

  1. Adopt The Concept Of Strategic Rapport Building:

  • Build long-term relationships through strategic rapport building, actively listening, showing empathy, and creating shared experiences.

  1. Utilize Focus Groups And Testing:

  • Understand customer preferences and build connections by utilizing focus groups and testing in marketing strategies.

  1. Create Personal, Memorable Experiences:

  • Foster emotional connections by creating personal and memorable experiences, humanizing the business and making customers feel part of the brand's story.

  1. Shift From Transactional To Relational:

  • Move from transactional to relational perspectives, integrating emotion-driven feedback sessions and weaving customer narratives into branding.

  1. Put Empathy At The Center Of Engagement:

  • Humanize every customer touchpoint by putting empathy at the center of strategic engagement, treating customers as humans and consistently touching their hearts.

  1. Focus On The Head, The Heart And The Soul:

  • Focus on rational values (head), genuine relationships (heart), and ethical interactions (soul) to build emotional connections that elevate consumer loyalty.

  1. Share Your Stories, Your Values And Your ‘Why’:

  • Convey values and build connections by sharing personal stories, allowing consumers to identify and connect with shared values and the brand's "why."

  1. Build A Customer Community And Forum:

  • Foster emotional connections by building a customer community through forums, encouraging open discussion, sharing experiences, and creating a sense of belonging.


For detailed insights and strategies, refer to the original article here.

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