If your data is used in silos, be aware of it to ensure its proper use.
If brands are increasingly looking to forge a strong and personalized customer relationship, it is because the expectations of modern consumers have changed. From the paradigm of the 4 traditional Ps of marketing: Product, Price, Place, Promotion, we have moved on to 4 new concepts. We thus speak of Pleasure (often linked to positive emotions: laughter, pride ...), Practice (to save time, money and efficiency), Thinking (to understand the world and oneself) and Sharing (to relate to others , be reassured, be part of a reassuring group.
Emotional marketing indeed belongs in the field of marketing. A study by Capgemini (2017 - Loyalty Deciphered - How emotions drive genuine engagement?) reveals that brands that have created an emotional bond with their customers can see their annual turnover increase by 5% and strengthen their loyalty rate: “81 % of emotionally engaged consumers will promote the brand with those around them and will spend more: 70% of them say they are willing to spend twice as much on products from one brand to which they are faithful to.” And this customer loyalty is an essential source of growth. Especially when you have the following figures in mind: gaining 5% customer loyalty equals a 15% increase in profits (Fred Reicheld - Cabinet Bain & Co).
To differentiate themselves, brands must now bring experiences and emotions to their consumers. By customer experience, we define the perception what the customer has about the relationship he has with a brand at each point of contact, before, during and after his purchase. Note that if customers have a positive experience, they will be better able to share their experience and recommend the brand to those around them. According to Forrester, companies that put customer experience first and foremost increase brand awareness by 1.6, average order value by 1.9; their return on investment by 1.9 and their customer satisfaction rate by 1.6. In this age of digital interactions and disembodied consumption patterns, consumers are looking for relationships, experience and humanity.