Loyalty. What’s emotion got to do with it?
That emotional connection to a brand is extremely important to customer loyalty. It’s often been thought to be a key driver of loyalty. It goes beyond a product’s or service’s functional benefits and taps into customers’ feelings, values and identity.
True loyalty is about more than transactional convenience or pricing considerations. It is about emotional connections, those intangible bonds that keep customers returning even when alternatives exist.
There’s a big difference between a customer who buys from you again (a repeat customer) and one who actively chooses your brand over all others because of an emotional connection (a loyal customer).
Importance of emotions to loyalty
Customers who feel that emotional connection to a brand are more likely to exhibit:
Stronger commitment
They are likelier to remain loyal even when faced with competitive offers or minor service issues.
Gallup found that about 70% of decisions, including brand preference, are based on emotional factors, and only 30% are based on rational factors.
Increased advocacy
They are more likely to recommend the brand to others, acting as brand advocates or even stronger, evangelists and amplifying word-of-mouth marketing.
Up to 70% of customers with high emotional engagement spend two times or more on brands they are loyal to, per the Digital Transformation Institute. In addition, 80% of these customers promote the brand to family and friends and 62% advocate on social media.
Higher lifetime value
They often spend more overtime, buy more across your product lines and are less price-sensitive, contributing to higher customer lifetime value.
Emotionally connected customers are 52% more valuable than those who are simply satisfied, a Harvard Business Review study found. These customers buy more frequently, are less price-sensitive and are more likely to recommend the brand.
A Motista study showed that customers emotionally connected to brands have a 306% higher lifetime value (5.1 years) than satisfied customers (3.4 years).
Resilience against competitors
That strong emotional connection makes it harder for competitors to lure customers away, providing a competitive edge.
Brand association and preference
These customers actively prefer your brand. They can’t live without the brand and accept no substitutes. They provide feedback, good and bad, to ensure the brand succeeds.
These customers have their favorite brand top of mind. CapGemini research finds that “86% of consumers with high emotional engagement say they always think of the brands they are loyal to when they need something and 82% always buy from the brand when they need something.”
Enhanced customer experience
Emotional connections lead to more positive interactions and experiences, building trust over time and reinforcing the cycle of loyalty and satisfaction. Not every experience needs to be flawless, but a series of positive moments strengthens the connection.
Motista also found that customers who are emotionally connected to brands rate them higher than satisfied customers.
Emotional loyalty goes beyond rational considerations. It’s about trust, shared values and personalized experiences. When companies tap into these emotional motivators, they unlock a new source of competitive advantage and growth.
Dig deeper: How to build trust and loyalty in retail with reception marketing
Fostering emotional connections
It’s important to keep those emotional connections strong. How can you foster those connections? Let’s look at seven things you can do.
1. Understand and reflect customer values
Do the work to understand your customers and let them know you heard what they told you (i.e., do something with it and let them know what you did). Take the time to get to know your customers deeper, including their values and what’s important to them.
Align your brand values with those of your customers. Show commitment to social, environmental or ethical causes that resonate with your audience. Communicate your brand’s mission, vision, purpose and values through all channels and interactions.
- Apple has mastered emotional loyalty by building a brand that resonates deeply with its customers, often creating a sense of belonging and identity. Apple positions itself as a brand of innovation, simplicity and premium quality. And customers feel connected to the idea of being part of an exclusive group of forward-thinking, creative individuals.
2. Personalize interactions
Use the data you collect (e.g., customer feedback and the traces they leave from interacting with your brand) to personalize interactions, offers and recommendations. Show customers that you understand and value their individual preferences. Use predictive and prescriptive analytics to aid in this process.
- Starbucks excels at personalization, from custom drink orders to the Starbucks Rewards app, which allows customers to earn rewards, receive personalized offers and feel appreciated as individuals. This adds a personal touch and makes customers feel valued.
Dig deeper: Rethinking emotion in marketing to deepen engagement
3. Create memorable experiences
First, do the work to understand customer expectations. Then, go beyond with unexpected gestures like thank you notes, small gifts or special offers that make the experience memorable. It doesn’t have to be anything major — something that stands out, differentiates and fosters the connection. Invest in creating seamless, enjoyable and memorable experiences at every touchpoint.
- Disney is one of the best examples of a brand that has built emotional loyalty by consistently delivering magical experiences and fostering deep emotional connections with customers of all ages.
4. Tell a compelling brand story
Use storytelling to convey your brand’s history, mission and purpose. Stories create an emotional connection by making the brand relatable and human. Be genuine in your storytelling, as authenticity fosters trust and emotional engagement.
- Through its “Just Do It” slogan and powerful storytelling, Nike connects with customers emotionally, motivating them to overcome challenges and push their limits. This taps into personal aspirations and creates a deeper emotional connection.
Dig deeper: Show, don’t tell: How storytelling leads to lasting brand impact
5. Engage and interact with customers
Actively engage with customers on social media platforms. Respond to comments, share user-generated content and participate in conversations. Create communities (e.g., online forums, social media groups, Slack channels or in-person events) around your brand where customers can interact with each other and the brand.
- According to CapGemini, “brands that engage customers meaningfully in ways that illicit customer emotion have the potential to increase basket size, purchase frequency and gain significant profit. The research finds that emotional engagement with consumers could drive a 5% uplift in annual revenue.”
6. Show empathy and care
Train customer service representatives to show empathy and understanding. Address customer concerns with care and attention. Anticipate customer needs and proactively offer assistance or address potential issues.
7. Reward loyalty
Develop loyalty programs that reward not just purchases, but also engagement and advocacy. Offer exclusive benefits and experiences to loyal customers to make them feel understood, cared for, valued and special.
Dig deeper: Unlocking customer loyalty: 5 core motivations powering personalized marketing
Emotional bonds matter in cultivating customer loyalty
Emotional connections are vital for cultivating deep, lasting customer loyalty. You can foster strong emotional bonds with them by:
- Understanding and reflecting customer values.
- Personalizing interactions.
- Creating memorable experiences.
- Consistently showing empathy and care.
These connections lead to higher satisfaction, loyalty and advocacy, which are crucial for long-term business success.
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