To fans, the response is always “yes.” But what makes people so devoted to a name or logo? Knowing this, marketers ought to seek to evoke warm feelings among purchasers and prospects -- then capitalize on those feelings. Discover what you and your customers have in common. By using qualitative and quantitative data, you can unveil these reasons by understanding what your target audience loves, believes in and gets excited about.” Use information about your customers to determine what your brand has in common with them; in other words, find their leverage-able loves. Personalize your customers’ memorable brand experiences. Individualize all of the touchpoints consumers have with your brand by customizing their seemingly unique journeys. You’ll no doubt discover as you cull through your data that many buyers follow similar buying habits. Knowing what channels your customers prefer, what content they frequently read and what products or services they purchase most, gives you a more holistic view of their overall experience with your company. Knoah, which handles customer experience for both SMBs and Fortune 500 companies, has been leveraging AI to assist -- not replace -- its live customer service agents. An AI assistant makes agents more productive by providing relevant content they can share with customers, recommending responses and product information and helping them confidently take part in multiple customer chats at once.
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Many people consider themselves loyal to at least one, if not several, brands. Yet in many cases, the difference among competing brands’ actual products or services is barely noticeable, especially to outsiders.
Really, is one restaurant’s chef salad so much better that it’s worth a 30-minute cross-town drive? Could a hardware supplier honestly operate light years ahead of its competition — even if both companies sell basically the same items at comparable prices?
To fans, the response is always “yes.” But what makes people so devoted to a name or logo? Why is Dunkin’ Donuts the coffee of choice when another doughnut shop’s brew could be just as tasty?
The answer can be found in both our brains and hearts. Basically, when we’ve fallen head over heels for a certain brand, it’s a tough bond to break. As a Harvard Business Review piece pointed out, in the retail fashion industry, fanatic fans have said that they would willingly pay 2.3 times more to buy their preferred brands.
Knowing this, marketers ought to seek to evoke warm feelings among purchasers and prospects — then capitalize on those feelings.
They can do it with the assistance of cold, hard data.
Using data to form bonds between buyers and brands
Every solid relationship needs an emotional connection to survive. Luckily, marketers don’t have to wait for Cupid to shoot his arrow. Using data and statistics, they can map out winning strategies to woo customers, sometimes winning them over for life.
What’s the upshot of poring over data streams to discover the secret to a more secure, buyer-seller partnership? Customers who feel more connected tend to be 52 percent more valuable than even customers who are satisfied with a brand, according to that same HBR article. They talk on social media. They create buzz around new products. They may even make direct referrals. And in some industries, they’re known for spending twice as much.
If these figures excite you, why not take advantage of the human craving for engagement? Develop a plan to better use your data for some old-fashioned connection-making. Here’s how:
1. Discover what you and your customers have in common.
Commonalities can lay the foundation for a strong relationship because they bolster…