Building Brand Advocates: Emotionally Connecting to the Customer

February 26, 2018 Rachel Illingworth Koeling

Whoever first spoke the words: "People won't care how much you know until they know how much you care," knew the purpose of the Customer Experience (CX). This truism rings familiar because it’s more important than ever to emotionally connect with your customers.

A consumer that connects with your brand emotionally is twice as likely to be loyal to your brand. Emotionally-influenced consumers are less inclined to be price sensitive, while being more likely to support and recommend your brand to their friends and family. In fact, in 2015, the Nielsen Global Trust in Advertising Report stated that 83 percent of global consumers trust their friends’ and families’ recommendations. Based off this report, we can infer that emotionally-connected customers can be your company’s natural thought leaders.

Strategize your CX

Many businesses have little to no approach on strategizing a customer journey.  This leads to brand messaging that fails to connect to the customer. HBR authors Alan Zorfas and Daniel Leemon wrote, “Without a clear, measurable, value-creating goal, companies risk expending huge amounts of human and capital resources without delivering any real financial return.”

When strategizing your customer journey, build out the specific purpose of connecting emotionally to your customers. Your CX needs a strategic objective that transforms every customer interaction into a personal relationship.  

Take this planning time as your opportunity to learn about your customers’ emotional motivations for wanting your services or products. Big research companies, like Forrester, are good investment choices to assist your company in determining customers’ emotional needs.

Consider your content

Your target audience is pulled in countless directions by what seems to be the internet’s limitless ‘white noise’ advertising. It’s imperative that your business cuts through this static by creating content that resonates with your customers.


To stand out and emotionally connect with your prospects and customers, carefully consider your words, content, and assets. Each word, image, and bit of audio sends a specific message, so make sure you’re voice is clear and authentic. Most importantly, offer an enjoyable approach to CX that makes your customer feel like they are important and valued.

Assemble field expertise

Companies with a strong CX will advertise their products and services on multiple channels. Because these companies are represented on different platforms, they have more likelihood of connecting to customers in a way that makes them want to engage. It’s also beneficial that successful companies empower their workers to get involved in the creation process. The more people involved in creating initiatives and content, the more successful you will be at informing and satisfying your customers.

You don’t need to wait for a special occasion to throw informative content into your brand’s ecosystem, it will always fuel the connection you have with your customers. Learn more about how you can present a satisfying CX, with our ebook “Satisfied Customers: An Outcome of The Virtuous Cycle.”

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