What Motivates Your Patrons to Buy?
Customer satisfaction may be king, but this Harvard Business Review post makes the case that an emotional connection is the most effective way to maximize customer value, because you tap into their fundamental motivations and fulfill their deep, often unspoken emotional needs.
Based on HBR’s research, “on a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers. These emotionally connected customers buy more of your products and services, visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more — everything you hope their experience with you will cause them to do.”
This means we must appeal to certain “emotional motivators.” HBR lists 10 high-impact motivators in the chart below:
Learn more about why an emotional connection matters more than customer satisfaction.