Optimize the Online Customer Experience
Making the Human Connection in a Digital World
The internet may be transforming business and culture, but some things don’t change. We are social creatures with emotional needs. Create an online connection with your visitors in a number of ways: engage them socially, emotionally, and visually. To do this, you need to optimize your online customer experience. Capture their attention first.
Let’s face it, if your site is boring or frustrating, your online experience needs serious help. But here’s the best news: media-rich, engaging online experiences don’t have to be bandwidth intensive to capture your audience. CodeBaby® Conversations digitally engage your audience by combining visual, and emotional appeal with interactive character technology.
What should businesses know about emotion marketing?
In a fascinating book entitled Emotion Marketing: The Hallmark Way of Winning Customers for Life, Hallmark defines Emotion Marketing as “the enterprisewide pursuit of a sustainable connection that makes customers feel so valued and cared for they’ll go out of their way to be loyal.” The authors make a strong business case for genuinely connecting with customers on an emotional level to secure a lifetime relationship. (Scott Robinette & Claire Brand with Vicki Lenz, 2001) The cost of acquiring new customers far outweighs the cost of keeping current customers, so optimizing the online experience for e motional engagement is good business.
For marketers, it is equally important to look at the competitive forecast; brands that compete on price or products alone have no future. Colin Shaw writes in The DNA of Customer Experience: How Emotions Drive Value Product and Price are temporary footholds that can position a brand for success in the short term, but fail to secure long term sustainability. The real issue, according to Shaw “is that the Customer Experience the next competitive battleground and over 50% of an experience is emotions. Thus, provide customers with an emotionally engaging experience and the rest will take care of itself.” (Shaw, 2007)
How do interactive CodeBaby Conversations create emotional and social connections?
People bring the same sorts of social and emotional needs and desires to web interactions that they do to the rest of their lives: They want respect, help, recognition, and social interaction. Engage your customers in a way that meets their social and emotional needs; engage them in conversation. A CodeBaby Conversation recreates a model of a human interaction, and that produces a social frame of reference.
