Customer engagement marketing can help drive emotional connections at each stage of the customer journey. Here’s 6 tips for connecting with customers along the journey to ultimately drive deeper engagement.

1. From Promotion to Emotion
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6 Tips for Connecting With Customers Along The Journey

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A BrandTells us What toThink…
The Experience Dictates HowYou Feel…

3. 3
And MoveTowards
‘Sense & Feel’ Engagement
Marketing Approach
Companies Need to
Move Away from
‘Market & Sell’

4. 4

5. WHAT THEY
THINK
HOW THEY
FEEL
WHY THEY
CHOOSE
5
Tip #1:“Know Me”
-Persona Building

6. SpeaksTo The Individual, Not The Masses
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% of Customer Base
Focused on Comfort
Focused on Convenience
Embrace Technology
High Engagement with Brand
10% 40% 35% 15%
Leisure Business Family Special Needs
Persona-Specific
Campaigns

7. Address Emotional Needs Throughout Each
Stage of the Customer Journey
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Tip #2:“Engage Me”
-The Art of StoryTelling

9. People Don’t Buy WhatYou Do…They Buy WhyYou Do It.
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WHY
100% of us know what you do
Most can articulate the value
proposition/ differentiator
Few know and understand
“the why”
It’s NOT to make a profit.
It’s the purpose, cause, belief,
of why your organization exist

10. Emotional Drivers that Help Drive
Customer Action
o Curiosity – helps drive exploration and clicks;
something critical for emails, landing pages,
banner advertisement
o Anxiety – initiates a feeling of missing out, which
can trigger an impulse purchase
o Happiness and Surprise – drives sharing, as seen
through many successful social media campaigns
o Sadness – helps us connect, empathize, and do an
act of kindness or donate time
o Desire and Inspiration – suggests ideal self-image;
helpful for catalogs, e-stores, and product images
o Challenge – fuels competitive edge, which will
trigger actions such as donating money or
dumping ice cold water on your head
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11. So WhenYou’re TellingYour Story,
Be Sure to Include “The Why” & Emotion
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Tip #3:“Make My Life Simple”
-Design an Effortless Experience

13. Waiting On Hold
13
Hunting &
Searching IVR Frustration
We’ve All Been There…
Customer Experience has to be Integrated and Not Disjointed

14. Start by Mapping the Customer Journey
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15. Customers Expect Onmi-Channel Integration
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Capture and build into
predictive model for future
communications.

16. One Unified Customer Experience that Spans Multiple
Mobile Devices and Screens
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17. Channel Analytics
Executives are going to turn their attention
to mobile metrics and analyze how they
compare to other channels.
o Number of users
o User engagement (session length, session
interval, time in app, screen flow, first
touch resolution),
o Conversion rates
o Acquisition rates
o Retention (ie. Starbucks loyalty card)
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18. Mobile IVRs
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Tip #4:“Anticipate My Needs”
-Predictive Modeling

20. CURRENT CUSTOMER & PROSPECT DATABASE
Use Predictive Analytics to LearnWhich Customers NeedYour Attention &Why?

21. Analyze & Identify Personas – Based on history, habits, preferences
LIKELY TO
CHURN
Mary
Marketer
Sam
Sales
Oscar
Operations
• Focused on ways to attract
new customers when using the
software
• Cares most about conversion
of customers when using the
software
• Focused on finding ways to be
more efficient when using the
software

22. Proactive Alerts
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o Data Usage Overage  you
can text an alert and then
trigger a phone call to advise
o Order Status
o Flight Delays
o School Closed
o Potential Fraud
o Maintenance Scheduled
o Subscription is due to expire

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Tip #5:“Feel What I Feel”
-Empathy, Messaging & Rapport Building

24. Employee Engagement
o The ability to deliver a
differentiated experience is
contingent on the
company’s culture that
empowers it
o Creating an emotional
connection with
employees will teach them
to deliver that same kind
of connection to
customers
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25. Be Able to
Train Front Line
o Empathy
o Feeling how the customers
feels
o Listening with the intent to
understand, not to be
understood
……Logging these feelings and
combing analytics will help
determine what’s the right
future marketing and service
messages 

26. Capture
Interactions
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Online Searches
• Browsing behavior
• Product preferences
• Location
Community Forum
• Q&A
Log all engagements, create a
customer score
Triggers a proactive call to help, immediately building rapport,
personalizing experience

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Tip #6:“Reward Me”
-Brand Connection, Loyalty & Evangelism

28. Marketers Need To Focus On Becoming A Loyalty Brand
Not Just A Brand With A Loyalty Program
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“I LOVE the Brand! I love everything about it – I like the
coffee. I like the baristas. I like the environment. I like the
food. I like the feel of being there. The experience is hard to
replicate!Will not be purchasing my coffee anywhere else!”

29. AValue Prop that is Not Reliant on Offering a Discount
Rather one that Fulfills Needs, and Makes the
Customer Feel Recognized &Valued.
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30. Thank you!
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