How to Increase Customer Loyalty on an Emotional Level

rabiarahi

What factors influence the emotional loyalty of customers to a brand, why it is important for business and how to increase it - the team of the reputation agency Topface Media shares their knowledge and recommendations .
As consumers, we like some brands and remain indifferent to others, but we cannot always determine the reasons for our preferences. When choosing between identical products in terms of price and quality, we tend to buy a product from a brand that seems closer and more understandable to us. In this case, the consumer feels a connection with the company based on emotional involvement. For businesses, such attachment works as a strong competitive advantage. Let's figure out what are the features of such relationships between the audience and the brand and how they are formed.
What is emotional customer loyalty
Emotional loyalty is one of the types of customer loyalty, along with rational loyalty. It is expressed in a strong attachment of the consumer to the brand and its product. A loyal consumer buys a certain product because it contains additional intangible value, for example, helps to achieve a state of integrity or prestige.

On the topic: What is customer loyalty and how to form it

Loyalty on an emotional level is the basis of long-term relationships between the client and the brand. When a company works to form an attachment in consumers, their perception of the brand itself social media marketing service changes. In the eyes of buyers, it becomes not just a supplier of goods, but also a reliable partner with similar values. The most loyal regular customers begin to play the role of promoters. They can also become brand advocates, independently defending its advantages among their circle and online.

Researchers come to the conclusion that emotional attachment is a determining factor that increases the value of a product for the audience, and it accounts for 43% of the value of a business. Building deep relationships with a client, winning his loyalty, is especially beneficial for companies in a highly competitive market. After all, the decision to buy is made in most cases under the influence of emotions, and not by analyzing logical arguments.

Let's formulate 4 main reasons to increase the emotional loyalty of customers.
1
It gives a competitive advantage. Consumers choose brands they trust. And for the zoomer generation, close values ​​and sincerity of the company are the key factors in choosing.
2
The basis for launching word of mouth. Satisfied customers who are loyal to the company will help increase brand awareness by recommending products to their friends.
3
Increases customer lifetime value. Loyal, engaged customers spend on average twice as much money on a brand's products as simply satisfied ones.
4




Customer retention rates improve and repeat purchases increase.
The Basics of Emotional Loyalty
Three key principles that underlie loyalty among a wide audience: honesty, trust, and integrity, according to a Capgemini study . According to its results, the emotion of surprise is also considered effective for creating loyalty, but to a much lesser extent, since it works for a limited segment of the target audience. The priority importance of the first three principles is also confirmed in a Deloitte study .

Other emotional principles that underlie loyalty include a sense of belonging, security, familiarity, and pleasure.

Brand loyalty at an emotional level is also associated with basic factors that affect the client during the purchase process.
Factors Affecting Emotional Loyalty
High quality online and offline service and customer support is already considered a mandatory minimum for customer-oriented companies. But we will briefly repeat the main factors, without which it is unlikely that it will be possible to form an emotionally loyal audience.

The mood of customers directly depends on the behavior of the company's staff, service style. Their task is to create a positive emotional state in a person, which will last after the purchase is completed. To do this, it is necessary to adhere to high service standards, show friendliness and care. It is especially important to ensure the quality of communication at the moment of greeting, during additional sales and parting with the buyer. Intrusiveness at these stages of service can cause a negative reaction. It is important that at the end of each purchase the client feels not neutrality, but an emotional upsurge. Then he is more likely to recommend the company.