The Link Between Emotional Engagement and Customer Loyalty

Filed in Blog, Guest Blog, Repeat Business, Retail by on September 4, 2017
The Link Between Emotional Engagement and Customer Loyalty

Today we are excited to feature a guest blog post from Emma Miller.

The quality of your product is essential for acquiring customers and keeping them, right? By all means! Another crucial detail is packaging because some say that it’s equally important as the product itself. Still, something else is the key to winning your customers over and making them come back for more, and that something is emotional engagement. If you manage to establish a strong emotional connection with your audience and turn them into loyal customers, they will be 5 times more likely to repurchase, 5 times more likely to forgive, 4 times more likely to refer, and 7 times more likely to try your new product. The results of this survey clearly describe why you have to do your best to emotionally engage your customers, so let’s see how you can do that.

Unique identity

In order to stand out among the sea of similar products, you need to create a unique brand identity and polish it. You need to make sure that your brand messaging is aligned with your logo and design. But first, it’s of vital importance to feel the pulse of your audience and research what their values and expectations are so that you all your branding efforts would deeply resonate with them. That way your brand identity should offer the reflection of your most typical consumer’s ideal self.

Be consistent

When we’re talking about consistency, it refers both to consistently delivering your brand’s promises, as well as to keeping your messages consistent across all channels of communication. This approach is the only way to achieve a high level of personalization. Namely, your customers want to feel that they’re unique which means that all your interactions should be tailored specifically to them. Apart from that, the message you’re trying to convey should be consistent throughout their customer journey.

Scratch beneath the surface

Many brands believe that surveying their customers and obtaining their feedback is enough to improve their branding efforts and meet customers’ expectations. However, there’s more to that than meets the eye. People’s desires are usually results of their subconsciousness, and brands that establish successful emotional connections with their customers manage to target their conscious, explicit expectations as well as their emotional motivators that are buried deep in their mind.

Leverage social proof

Social proof is among the most powerful ways of achieving a strong emotional connection with your customers. A study by Nielsen has shown that 83% of people all around the world trust the recommendations given by their friends and family. This means that you need to nurture your existing customers and make them feel special by various incentives and giveaway contests. However, you shouldn’t forget that your employees are your brand’s most important ambassadors, and they are the key ingredient of a great corporate culture and brand identity. By motivating your employees, you’ll make them more eager to contribute to the growth and development of your brand. Successful brands know that loyalty starts with their employees.

As you can see, emotional bonds play a significant role in building customer loyalty, and they’re of pa
ramount importance for customer retention.


Emma Miller is a digital marketer and writer from Sydney. Her focus are marketing, social media, start-ups and latest business trends. She’s a senior editor at Bizzmark blog and a mother of two.Emma Miller

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  1. Given today’s focus on customer experience building emotional links is vital if businesses are going to be successful. Forrester has some useful advice on how to achieve this – distilled in this blog post