Exploring the value of emotion-driven engagement
Companies are continuously looking for new ways to enagage with their customers, what value could emotion-driven engagement have?
Deloitte conducted a study examining the role that emotions play in consumer engagement. The research concluded with four key themes that emerged across the research data:
- Emotional factors inspire brand loyalty: trustworthiness (83%), integrity (79%), and honesty (77%) are the emotional factors that consumers feel most align with their favourite brands.
- Emotional connection requires developing two-way relationships between brands and customers that mirror human relationships.
- Customers expect a consistent, contextually appropriate experience of brands across all interactions.
- Customers find privacy very important thus it is very important knowing what (and when) data is okay to use in order to build and maintain trust with customers.
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