Getting a consumer to have the best emotional outcome in their journey for each moment that matters is key to driving sales. Forrester research explains the moments and emotions that drive loyalty:
“Emotion is key to differentiated experiences that drive customer loyalty. But many companies get emotion wrong. Rather than designing experiences built on a broad spectrum of emotions, they equate emotion with delight."
"Contrary to popular belief, making customers feel content, happy, or delighted impacts loyalty less than making customers feel respected, understood, valued, or confident. Satisfaction does not necessarily drive loyalty."
Understanding the different emotions across each phase of customers journeys and what triggers and satisfies them is necessary to configure touchpoints that shoppers favorably remember. "We need to see emotions in context, and we need to understand behaviors, events, and end-to-end journeys.”
Forrester recommends a few key moments to focus on to “elicit loyalty-driving emotions:
Increase confidence when customers are trying to understand your product.
Optimize the payment process to boost confidence and avoid disappointment.
Protect customers’ personal data and value their time to make them feel respected.
Focus on sustainability and recyclability to boost feelings of worthiness”
There are of course other moments too, e.g., post purchase when you get your new TV set up (excited yet perhaps confused), so deeply knowing your consumers journey is critical to winning them.
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