Does your brand make an emotional connection with your customers?

Posted by Tom Smith on Fri, May, 24, 2013 @ 06:05 AM

Consumer insights on Chipotle

Does it?  Do you know?  Have you asked your customers?

Chipotle makes an emotional connection with me by consistently serving me great tasting, healthy food that I'm not allergic to.

I have alot of allergies and have beeen eating burrito bowls at Chipotle for lunch almost everyday for the past six years.

When I travel, I try to stay in hotels within walking distance of Chipotle.

I try to get to know the managers and the employees at the locations I visit on a regular basis.

Emotional engagement is the "holy grail" of marketing yet so few companies are sifficiently engaged with their customers to know whether or not their customers have an emotional connection to them, let alone why.

How do you find this out?  By having a one-on-one dialogue with your regular customers to find out why they think you are different and better than the competition.

And their definition of your competition may surprise you.

If you're not sure, have a professional researcher talk to your customer.  Your customer might be willing to be more open with someone they don't know than someone they do.

What is critical is having the dialogue and letting the customer know you care.

Let them know your care about:

  • Their business

  • Their happiness

  • Their satisfaction with your product or service

  • Their feedback when something's not right

  • Their thoughts on what you or your team can do better
  • Their referrals

The more you know about the emotional connection your customer does or does not have with your business the more you'll be able to use that knowledge to acclerate sales.

While Chipotle is a B2C example, the same rules apply to B2B.  I could argue when someone has an emotional connection with a B2B supplier, it's an even stronger bond because typically more money is involved.

How do you determine whether or not your brand makes an emotional connection with your customers?

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Tags: dialogue, emotional connection to the brand, consumer insights, customer satisfaction, accelerate sales, referrals