Why emotions are essential to your customer experience

Emotions have become the new focus of customer service. There are 6 basic emotions: joy, fear, anger, disgust, sadness and surprise. Intrinsically linked to the personalisation trend, emotions make personalisation real and noticeable. Emotions allow brands to enhance the relationship they have with consumers and improve their brand image. So how can you provoke an emotion? 

Emotions add a human touch to customer service 

In the age of conversational commerce, emotions are key and experts like Julien Pierre, teacher-researcher for the French business school Audencia SciencesCom confirms it:

“The creation of emotions is what adds value to conversations. Without emotions, there are no conversations.”

The digital world is a vast playground perfect to create emotions: storytelling, videos, virtual reality, chatbots, emojis, etc. But all these technologies can sometimes thwart these feelings.

 “We are always asking for human relations. In a conversation, we are always expecting an interaction with a human being”, Julien Pierre

The empathy created during an interaction is an added value: it inspires but also wins the heart of new consumers. Today, we know that emotions enable, or at least help you memorise a message or a moment. Experience then becomes knowledge. The consumers’ ability to rationalise is questioned: they act more intuitively, more impulsively. Thus, the right advice, at the right time with the right tone to the right person can make all the difference!

Read more: [Conversation] Inspiration: definition of conversation with emojis – Julien Pierre

Emotions to differentiate yourself from others

Information becomes increasingly overwhelming for consumers: the overflow of information does not allow them to dedicate time to the different communications they receive. Brands need to differentiate themselves, stand out from the crowd by offering a unique, emotive experience. Because emotions are engaging: with an email subject containing the first name, a thank-you text message, the more available a service is the more attention it grabs. Rich content then has an obvious interest: images, emojis, a link allowing you to provoke this effective reaction and create a relationship For example, among iAdvize customers, 13% of conversations contain an emoji and a quarter of messages include a link.

Content is not the only factor that can provoke emotions, the touchpoint used is also key. Being available on your users favourite tool whenever they need plays a significant part: ubiquity becomes a major emotional factor. According to Nielsen, 53% of consumers are more likely to shop with a business they can message. This trend then explains the messaging phenomenon (using instant messaging apps like Messenger, WhatsApp, etc.) for interactions between businesses and their customers.

But differentiating yourself is not just about giving the right advice at the right time and in the right place: you also need to take the consumer into consideration in your future interactions. Satisfaction surveys, semantical analysis, conversion rate, repeat purchase rate: these KPIs are all important for you to adjust and improve this relationship you have with your customers and make it more meaningful.

Emotions for a lasting relationship

But today creating this emotion is not always easy. There are as many consumers as requests. You can lack time and resources. And even if emotions are vital for customer loyalty, frustration or disappointment should not be part of it!

Read more: [Infographic] How are chatbots changing the online customer experience?

Automation, with chatbots for example, offers the advantage of a 24/7 availability and also has the wow factor in terms of technological innovation. Then, it’s up to human agents to take over when bots are not capable of satisfying customers. At this point, brands have the double challenge of maintaining a continuous and authentic service. Calling on ambassadors, enthusiastic about the brand or experts of their products, can be a useful option. “ibbü experts are great as they provide users with their personal experience. This creates an authentic experience, as experts share their experience, emotional content is created.” explains Julien Pierre. He continues by saying:

“If you automate too much, you can loose a sense of conscious. Even if you add a human touch to bots, it will never be like a face-to-face relationship. Let’s see what we will choose in the future between: a brand offering personalization via technology or the other way around, for now, we don’t know!”

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