Customer Journeys to Drive Emotion Engagement

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Customer Journeys to Drive Emotion Engagement
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Precise Data and Creative Strategies Ignite
Emotion

• Its easy to get lost in the linguistic maze of
  marketing jargon. Terms like data, strategy,
  analytics, and more tell superficial stories.
  Explanations often lack the context that helps
  people understand the conversation. This can lead
  to a breakdown in communication between marketing
  and stakeholders ultimately resulting in subpar
  campaign executions, lackluster customer
  engagement and poor conversions.

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• Lets take a closer look at how to use exact data
  and creative strategies to develop customer
  journeys that ignite emotion. First, lets look
  at two examples of emotions that can be ignited.
  An emotion being positive or negative does not
  necessarily determine whether the outcome will be
  positive or negative.

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Upset

• This can happen at any point in the customer
  journey. An experience that upsets a potential
  customer can keep them from becoming a buyer.
  That potential customer could be lost forever.
  The same is true with customers who have a
  post-purchase experience that angers them. An
  unmet expectation about the product or service
  and failure to resolve it to the customers
  satisfaction can ignite anger.

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• Depending on the situation, anger could also
  inspire a client to do business with you. For
  example, an attorney might ignite the emotion
  when targeting wrongfully terminated employees,
  accident victims, or people going through a
  divorce. Igniting the anger emotion and a desire
  to be vindicated can actually drive purchases.

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Fear

• Fear is another emotion that can work both in
  favor and against your outcomes. When promoting a
  sale, companies will indicate a sale end date. A
  customer might buy today for fear of having to
  pay more tomorrow.
• On the other hand, fear can be a customer
  deterrent, too. A customer may fear theyll buy a
  product only to stick it in a corner and never
  use it again. They may fear buyers-remorse.

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• Fear of judgment is another common reason
  customers dont buy. Personal protective
  equipment (PPE) is a great example of a product
  some people do buy out of fear. They might fear
  getting sick, getting someone else sick, running
  out of supplies, or any other scenario that
  ignites fear as the emotion, but triggers
  conversion. However, the experience isnt
  negative, and customers are happy to purchase
  products that help to resolve their fears. Know
  more visit our blog https//www.groupfio.com/cus
  tomer-journeys-to-drive-emotion-engagement/