Net Promoter Score? Check out Emotional Connectivity Score

The New Science of Customer Emotions by Scott Magids, Alan Zorfas and Daniel Leemon

Think about your best customer... Got them? Why does that particular customer interact with your brand? If you don't know the answer, try this article 

Why I liked this article:

It fits nicely with and expands on the Net Promoter Score concept. The article helps me focus more on understanding why my customers are my customers. Once I understand their needs, I can more quickly and easily create better solutions – solutions customers actually want! I think using this kind of mentality and measurement could allow us to zero in on specific emotional motivators that our customers need addressed, helping us to better solve for the true customer need.

I also really liked the retailing example on observing the habits of the “Flourishers” (loyalists). Customers were saying that “seeing people like you” was not an important factor to them. However, the retailer tested a theory that encouraged customers to take selfies with new outfits on and share them on social platforms, which would address the very important factor of “feel a sense of belonging”. The linkage and use of the “emotional motivators” showed that their test was successful and increased the connection and intent to purchase within that segment.

Read time: 15-18 minutes

Link: https://hbr.org/2015/11/the-new-science-of-customer-emotions

Learn more about why Emotional Connection means more than just a satisfied customer