While Madison Avenue has long known -- and researched -- the role emotions play in advertising and media engagement, a new report from Deloitte Digital goes the next step, outlining how it extends across the entire customer journey, and how brands can leverage it to increase “lifetime value” and “brand loyalty.”
Some of the key findings of the report -- "Exploring the Value of Emotion-Driven Engagement: The Dynamics of Customer Loyalty" -- include:
While shared values like social responsibility and patriotism and rational influences (i.e., low price, same-day delivery) cause people to begin a brand relationship, emotional outcomes drive brand loyalty and brand advocacy. 58% of respondents use emotional language to describe their connection to their favorite brands (words like love, adore and happy), while 68% cited rational influences (such as faulty products), for switching brands. Surprisingly, over time rational considerations and shared values fade in importance, while emotions rise to the forefront. Only 3% would recommend a company to a friend or colleague based on a brand’s purpose-driven values.
Consumers expect a two-way relationship with brands. 70% of respondents say a brand relationship includes providing feedback and expect brands to use it to solve their issue. 67% want brands to send special offers based on loyalty. Additionally, 59% of consumers say they don’t want the company to respond when they post a positive review on social media, but 54% do expect a response within three days or less following a negative post.
Consumers have strong feelings about the information that brands should know about them. A majority of 83% cite trustworthiness as the emotional reason most aligned to their favorite brand. 57% expect brands to know their customer service history; however, 35% do not want their favorite brand to know their browsing history for similar products or services for relevant ads, or for chatbot help.
Consumers expect a coherent, predictable experience across all touchpoints – from digital to in-person. 66% of consumers expect brands to use their feedback to provide new products responsive to their wants and needs.