Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Emotion in CX, Introduction from UK CEO David Turner

Blog
19th February 2020

David Turner, Webhelp UK Group CEO, introduces the blog serialisation of our latest whitepaper “Emotion: Establishing emotional connections with customers: What brands need to know” 

Commissioned by leading customer experience provider Webhelp, the series will look at what brands need to know about emotional connections with customers and feature a range of industry experts.

Great brands make us feel something. They’re there where and when we need them. The best ones go further. They chat, share, understand, fix, reward and put people first.

In the midst of the feelings brands inspire, how many of us really think about what we’re buying and why?

An interesting question as apparently 95 percent* of our purchasing decisions take place in the subconscious mind, which is overseen by our emotions.

If we look specifically at research from the retail sector, it has been shown that customers who feel an emotional connection to a brand are far more valuable to that brand, spending twice as much than those just simply satisfied with the brand; they also have a 306% higher lifetime value, stay with a brand longer and recommend more**. To thrive in today’s competitive landscape, it is therefore very obvious that brands must cultivate an emotional connection with their customers.

As part of this third chapter of the Webhelp Disruptor Series, we have once again commissioned research through polling experts YouGov. This time, we took a deep dive into the hot topic of ‘emotional connection’ and explored to what extent emotional connections exist between consumers and brands, what forms an emotional connection, and how people behave if they are emotionally connected to a brand.

While emotional connection can – and does – exist, it is not reported by all consumers. However, the extent to which our research revealed that emotional connection positively impacts consumer behaviours was hugely encouraging. People really do buy more, remain loyal and recommend more if they are emotionally connected to a brand. And it was no surprise to me to see just how crucial customer experience is to forming these highly profitable emotional connections…

And at a time when Webhelp has just launched its new brand vision of ‘Making business more human’, it was particularly interesting to see just how important being a ‘human’ brand is to consumers. Heartening reading indeed for us all at Webhelp – and no doubt other industry professionals who read this paper.

A word of caution however. As many brands undergo digital transformation, the focus on emotional connection – as well as ‘human’ brand attributes – must not be overlooked.

Often, given the number of channels that can be used to communicate with customers, brands forget that connection is essentially ‘human to human.’ But if brands are unable to establish and maintain strong emotional bonds with customers they will most certainly get lost in the choppy seas of competition…

* Harvard Business School

** www.prnewswire.com

You can follow the blog serialisation, and join the conversation, on the Webhelp LinkedIn and Twitter sites or read the Whitepaper in full below.

 


admin
Article by: admin

News & Insights

Webhelp Payment Services
Solution Designer
Service Provider
Technology Enabler
News
Webhelp response to the Covid-19 Coronavirus

Webhelp Business Continuity in a responsible manner How we respond to the Covid-19 crisis to ensure the continuity of our business for the benefit of our people, our clients and their customers. We face an unprecedented time of stress and uncertainty. From individuals, to families, to companies, we have all been impacted by the effects of the virus. We recognize that the global landscape of...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Blog
How COVID-19 will create a revolution in flexible working

Preface 01/04/20 Since the time of writing this, just a few weeks ago, the world has changed dramatically, with entire countries entering strict lockdown periods and large regions operating under shelter in place instructions. My thoughts below on the importance of flexibility and looking after...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
A message from the Founders

  ​​​Hello, We are facing an unprecedented situation today, which requires that we take an exemplary citizen's approach to protect the most vulnerable people and to do everything we can to limit the spread of this pandemic. Thank you for your mobilization in recent...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
#4 OneShot – Culture

Table of Content: A Word : Location A Figure: 32% stock market valuation for companies with a strong customer culture Three Opinions: Culture, what impact does it have on your performance? A piece of information: At Renault, design has become THE cultural priority. A Demo : Cultural...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook