Direct marketers have long had the ability to test different messages and offers to determine what pulls the strongest and converts more purchases. More recently ecommerce has provided the same direct correlation between copy/offer and purchase. So who better to link financial gain to emotional connections?
A recent article in E-Commerce News speaks to exactly that point. Their focus is on the new technologies that are available to help companies get at the emotional drivers that affect purchase and loyalty. In the direct to consumer world, what works is easily tested, improved and refined. Their take on the power of an emotional connection or experience is summed up nicely in this quote.
"When you go beyond price, quality and service to focus on the heart or emotional aspect of customer relationships, you will create more engaged customers. When this happens, you will begin to enjoy all the rewards that engaged customers offer a business, including a greater share of their wallets, more positive referrals, less inclination to leave the business relationship, more useful feedback, etc."
I couldn't have said it better myself.
Cheers!
Bill's passion is improving business results by working with leadership teams to change employee behaviours. He does this by equipping leaders with the principles, processes and tools to cultivate an engaged customer-focused culture.
As well, he is a dynamic, results-oriented speaker on the importance of a customer-focused culture, either as a guest speaker or acting as a facilitator of a group discussion/workshop.
For more information please contact (905) 841-3191
Email: bill@billhogg.ca, Web: http://www.billhogg.ca/
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