Experts say that emotional connection is the main driver of a brand. Research reveals the importance of connecting with customers on an emotional level. By tapping into your core motivations and meeting your deep, often unexpressed emotional needs. There is no simple solution to maintaining loyalty during a time of change. Every situation, no matter how chaotic, is different. But hospitals and healthcare experts have a point of differentiation that most retail and consumer brands don’t. Unlike a famous soup, a well-known toothpaste, or any brand of automobile, healthcare providers are excellent at generating emotional experiences. And emotions are the secret. These emotionally connected customers buy more of your products and services. They visit you more frequently, are less price sensitive, pay more attention to your communications, follow your advice, and recommend you more often. Everything you hope their experience with you motivates them to do. Customer experience is a critical factor in making an emotional connection and this new science of customer emotions is fundamental to brand success. What’s more, we’ll go so far as to say that emotionally connected customers are twice as valuable as highly satisfied customers. ** Any type of change in the brand, such as a merger, acquisition and etc., will most likely create uncertainty since the presentation changes. And this can strongly impact brand loyalty. For the same reason it is vital:
- Create and maintain channels to listen to the customer and actively monitor brand connections
- Identify and assure your audience that respect for the relationship is still there
- Keep the public informed and aware
- Have a clear evaluation of the brand before and during significant changes
- Communicate personally and frequently Through a period of change, keep the emotional element of the audience/brand connection in mind. Your customers’ loyalty depends on whether they find a level message presented honestly and accurately. Through all channels, both online and traditional.
