oculus360 - Aug 1, 2019

Gauging customer emotions for improved brand engagement

If your business is using the Net Promoter Score (NPS), then you know it is a good metric for identifying how willing customers are to recommend your business. However, there are better tools companies can use to better understand your customers.

Novel applications of technology can help develop a more three-dimensional understanding of customers through their feelings. Innovative companies use software to analyze how customers feel about their products and services. They reduce the guesswork when it comes to innovating their products and services to meet evolving customer demands.

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The customer journey is largely emotional. Your consumers will express both positive and negative feedback about products. Measuring how customers actually feel has always been a challenge. Many tools analyze negative or positive sentiment, but these do not always address the full range of customer emotions.

A customer may be dissatisfied with the color of a product, unhappy about a feature or claiming the product doesn't work as advertised. We can measure these shades of emotion by carefully selecting metrics, and including refinements within them, to gauge user emotions.

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Emotion is a key element when building brand loyalty. By using advanced approaches, such as consumer sentiment and emotion analysis, companies can improve their understanding of and ability to interact with consumers.

Humanizing your company in an accessible way is "emotional branding." Creating an emotional connection with the consumer takes effort and a bit of humility on the part of the business. Use data to pinpoint the areas where consumers feel good about your product or service. The emotional bond, driven by responsive changes to your company's campaigns or services, results in improved consumer loyalty. Customers who feel that connection are less likely to consider switching brands when there are price increases or enticing promotions from competitors.

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Starbucks is using technology to enhance the in-store experience and drive customer engagement. For example, the company carefully evaluated the impact of its service speed and barista friendliness in an effort to understand how customers feel about the overall Starbucks experience. Starbucks also created games for its millennial segment, and incorporated artificial intelligence (AI) into its stable of customer experience solutions.

Sentiment analysis is part of Disney's game plan, as well. Cameras in theaters capture audience reactions to specific parts of movies. Software then evaluates a range of data points, such as voice inflection and language, to reveal rich insights about viewers’ emotional responses.

In the Star Wars VR experience, consumers wear a haptic vest that allows them to feel vibrations or movements that match the VR storyline. The combination of sentiment analysis and haptic feedback significantly improves the way customers experience Disney products.

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Companies seeking the emotional center of their business can find it with help from the O360 platform. With AI-powered software solutions that can measure consumer engagement and emotions, O360 delivers the right technology to visualize the constantly evolving consumer and competitive landscape. Contact O360 today to help your business better connect with customers and drive brand loyalty.

Written by oculus360