Post truth: emotional persuasion factors take over
Posted: Sun Dec 22, 2024 3:54 am
Trust is a valuable asset for any brand. Especially in a time of growing uncertainty and distrust worldwide . Consumers are concerned about the erosion of social values, failing political leadership or rapid technological developments. For companies, a good reason to invest in growing consumer trust. How do you tackle this?
We are in the post-truth era, a period in which emotion takes over facts and reason. Consumers are asking themselves more often and more strongly whether a brand is benevolent. Does it also look beyond the functional promise and self-interest?
It is a great task for companies to respond to this growing demand for emotional trust. The Brand & Consumer Trust Study (pdf) by the British Brand Group shows that companies can do this by stimulating the right hemisphere of consumers' brains with brand expressions. The side of emotion. By stimulating this half with emotional arguments, a company shows that it looks beyond, for example, its own profit motive.
Customer experience has gained more and more korean phone number whatsapp ground in many organizations in recent years. We increasingly think in terms of customer journeys and involve the customer more and more in improving our services. We are therefore mainly very busy with 'experience thinking', but how are we actually going to convert this into 'experience making'? That question was central during the Adobe Summit 2018.
Shantanu Narayen, CEO of Adobe , kicks off his experience with a weekend in New York to celebrate his son’s birthday. It was a weekend where they saw the musical Hamilton, went out for dinner at Indian Accent and explored the city by night . “We did all of this in just 48 hours, but when I think back on it now, it brings a smile to my face,” says Narayen. “We can forget the details, but the overall feeling stays with you. That feeling defines where we spend our money and which companies we are loyal to.”
1.6 x higher customer lifetime value
In another keynote, Brad Rencher , EVP & GM Digital Experience at Adobe, cites a Forrester study that looked at the results of companies in Europe, the Middle East and Asia (EMEA) that have put customer experience first, and the results are impressive.
We are in the post-truth era, a period in which emotion takes over facts and reason. Consumers are asking themselves more often and more strongly whether a brand is benevolent. Does it also look beyond the functional promise and self-interest?
It is a great task for companies to respond to this growing demand for emotional trust. The Brand & Consumer Trust Study (pdf) by the British Brand Group shows that companies can do this by stimulating the right hemisphere of consumers' brains with brand expressions. The side of emotion. By stimulating this half with emotional arguments, a company shows that it looks beyond, for example, its own profit motive.
Customer experience has gained more and more korean phone number whatsapp ground in many organizations in recent years. We increasingly think in terms of customer journeys and involve the customer more and more in improving our services. We are therefore mainly very busy with 'experience thinking', but how are we actually going to convert this into 'experience making'? That question was central during the Adobe Summit 2018.
Shantanu Narayen, CEO of Adobe , kicks off his experience with a weekend in New York to celebrate his son’s birthday. It was a weekend where they saw the musical Hamilton, went out for dinner at Indian Accent and explored the city by night . “We did all of this in just 48 hours, but when I think back on it now, it brings a smile to my face,” says Narayen. “We can forget the details, but the overall feeling stays with you. That feeling defines where we spend our money and which companies we are loyal to.”
1.6 x higher customer lifetime value
In another keynote, Brad Rencher , EVP & GM Digital Experience at Adobe, cites a Forrester study that looked at the results of companies in Europe, the Middle East and Asia (EMEA) that have put customer experience first, and the results are impressive.