It might seem odd but sometimes or some organizations fail to recognize what their customers might be feeling before, while or post purchase. But the fact is that it is very important for organizations or marketers to identify the customer emotions. It is very common that most organizations either don’t realize this or are late to do so. This post will highlight 4 causes to clarify why organizations remain in the dark about what’s going on with their customers, emotionally.
Now let’s take a closer look at why certain feelings can be difficult or even impossible, to detect:
1. The feeling hasn’t been developed yet.
This happens almost every time when an organization introduces a new product/ service. In these instances, the customer is just beginning to feel something but that feeling hasn’t yet come into focus. So it’s not yet identifiable. The customer may feel something in their body—say, the throat or shoulders tightening, a vague sensation in the pit of the stomach, an accelerated heart beat. In that moment the organization needs to connect what provoked that. Marketers most of the time, fail to identify this or better yet pinch a hint of that sensation into the customers at the time of purchase.
2. The customer is experiencing more than a single feeling.
The customer is overwhelmed by two (or even more!) emotions at once, and it may feel confusing for your customer as they can’t distinguish between them. One emotion signifies a disturbing sense of unfairness about e.g. a deal that they are being offered, on the other hand, a sense of helplessness or unhappiness in reaction to it. Consequently, your customer is facing both emotions at once.
Marketers fail to identify the emotions involved pre and/ or post purchase. This being said they fail to identify what is going through the minds of the customer at the time of the purchase. This mixed feeling is very important to identify as your product or any attribute of the product might initiate it and you being unaware of the trigger point may make it easy for your competitors to take advantage of it before you. If identified by you it might work the other way around as well.
3. The customer can’t express the feeling as there are no words for it in the English Language.
The “what’s-that-feeling-called?” phenomenon is somewhat new to the customer, but it’s becoming increasingly widespread. For example, the weird, sad atmosphere of a shop that’s usually busy with people but is now abandoned and quiet. An emotional after image that makes it seem not just empty but hyper-empty. But sometimes marketers use this to their advantage. The same weird and dark atmosphere of a clothes retail shop such as that of Hollister feels good to the eye of the customer. Though they are themed dark and gloomy but to the eye of the customer it feels more lifelike and weirdly enough it sets the mood. Marketers need to figure out these mixed feelings and mold them in a way like Hollister so that those feelings can be given a sense of direction which helps customer identify that mix.
4. Your customer never had this feeling before.
Kids normally can’t identify what they’re feeling since they’ve not yet achieved a level of development where they can interpret their mental sensations into reasonable feelings.
Likewise sometimes customer fail to understand what they are feeling as they are experiencing this feeling for the very first time and cannot comprehend what it actually is. Like with the Introduction of an IPhone 2G models. People failed to understand or realize at first what they were feeling or how they are suppose to feel with the use of that product.
The sensation of not knowing what you are actually feeling is very common with new innovative ideas that marketers introduce to the world. At time of introduction people mostly fail to comprehend what they should actually feel. Though later in the future customer’s sorts this out and eventually people identify what these emotions are with the use of that product.
Analyzing what your customers are feeling or how you want to make them feel about your brand is really important for a marketer. Success of many big brands lies on the very fundamental of what a customer should or would feel while consuming their product. A brand like Apple looks to salvage maximum benefits from this. From the slow opening of the box of your IPhone to the after sales services. Apple looks to translate these customer feelings into financial profits. This feeling creates anxiety in the minds of the customer. It creates a feeling that a customer cannot describe and are unable to experience while the purchase of any other cell phone. This is the core objective of customer experience management i.e. to enhance customer experience and reap benefits out of it.