Building connections and relationships with your customers is an important key to building customer loyalty. For those relationships to have any sort of strength to them, you need to elicit positive emotional responses from your customers. That emotional connection they then have to your business encourages them to continue to pursue that relationship. So what do you do to build that emotional connection?
Anything worthwhile takes work. In the case of relationships, that means time and energy. Because your business is the party that wants to establish that connection the most, it’s up to you to invest that time and energy. That can be done in multiple ways. Setting expectations for excellent customer service can be a good place to start. Train your employees to go above and beyond when it comes to helping your customers. Getting everything just right often takes more time, but customers appreciate it when they can tell that employees are truly doing everything they can to create the best experience.
Speaking of experiences, creating unique, positive experiences can be the perfect way to make your business stand out from the rest. It can really pay off too. More than 60 percent of consumers will spend 15 percent more for a positive experience. What creating unique experiences means for your business and your customers will depend on the industry you operate in, your business, and your brand. You may find it helpful to take a look at what other businesses are doing to create unique experiences to get some inspiration for what to do for yours.
When you think about the strongest emotional connections you have, who are the people you have them with? Chances are high that those people are ones who tend to be highly available to you, whether that means emotionally and physically available, or available in terms of the time they’re able to devote to you. Apply that same principle to your customers. If you want to build an emotional connection that evokes feelings of trust and reliance in your customers, you need to be available to them. Offer them multiple ways to connect with your business, such as connecting in person, over the phone, via email, through social media, and more. Be empathetic in your responses to help foster a better emotional connection to your business.
Building an emotional connection with your customers can be a powerful way to earn their long-term business. You can only control your half of the equation though. As such, it’s important to put some time and energy into the relationship. Focus on creating unique experiences and strive to connect with your customers using multiple channels. While far from an exhaustive list, these things can help you build deeper connections with your customers that will encourage them to return to your business again and again.
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