Customer Emotions Won't Go Away Because Your Company Ignores Them
Linda Goodman
I help clients uncover their customers’ emotional triggers to develop plans that have added over $100MM in new business / Marketing Strategy Advisor to CEO’s & Owners / Author: Why Customers Really Buy
In these increasingly challenging times, engaging B2C or B2B customers begins with understanding what shapes their beliefs and drives their behavior. And that starts by uncovering the emotions that motivate them. 70% of all decisions are driven by emotion. Metrics and data may inform but they don’t explain. The new competitive landscape, populated by consumers and businesses traumatized by Covid 19, demands companies step outside their comfort zone and embrace the power of emotion because:
#1 There is a New Normal
The speed with which businesses are experiencing change permanently alters how companies that seek to thrive — not merely survive — must adapt.
#2 Being comfortable is no longer safe
The only absolute is change. The competitive landscape is fierce and evolving at breakneck speed. Past achievements are no guarantee of future success. And customers shaken by Covid 19 will further upend previous assumptions.
#3 A transformational mindset is paramount
No one knows with certainty what lies “on the other side” of Covid 19. But unquestionably it will mean reimagining the future. Embracing what feels safe provides a false sense of security. Customers impacted by the pandemic will be seared by the experience in ways that metrics and data points don’t capture.
#4 The What is less actionable than the Why
Data just capsulizes the “what”. It is not predictive of a future altered by a worldwide pandemic unimaginable a few short months ago. Digging for the elusive “why” unlocks the key to driving bottom line results.
#5 The conventional path is no longer a reliable roadmap
The tried and true belong to a different time. Following the same path as everyone else will lead to the same place as everyone else. For a multitude of reasons, many companies will struggle and fail to succeed going forward. Those that do will forge a new path based on leveraging the emotions of those they seek to influence.
Linda Goodman, Principal of LG Associates, helps companies achieve bottom line results by leveraging customer emotions.
https://emotionaltriggerresearch.com/
Great points Linda! While constant change is certainly uncomfortable, as business owners we must adapt to this new normal or we simply won't survive.
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4 年Good stuff, Linda. As we discussed the other day, emotions are the key motivating force behind business decisions and employee engagement.
Guiding Visionary Leaders Through the Gift of Transition to the Freedom of Transformation. Challenging existing paradigms, discovering innovative solutions, and honoring value-driven leadership for success on all levels.
4 年Your extensive experience and insight is such a gift as a post-pandemic business environment develops. Emotions are raw and reactions are governing actions with both a pandemic and racial tensions at levels we haven't seen in decades.
Purpose-Driven Brand & Marketing Professional
4 年Good perspective Linda Goodman, thanks for sharing and for demonstrating how companies will survive going forward. They must know what sits behind the behaviors of customers - both B2B and B2C - what emotions are driving their behaviors and learn how to tap into them. Marketing has just become a whole new world, and the innovative thinkers will be the survivors.
I help clients uncover their customers’ emotional triggers to develop plans that have added over $100MM in new business / Marketing Strategy Advisor to CEO’s & Owners / Author: Why Customers Really Buy
4 年Thanks Kevin. Really appreciate it!