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Customer Emotional Needs

 

Explanations > Needs > Customer Emotional Needs

 

Magids, Zorfas and Leemon (2015), in an analysis of customer emotional drivers, identified ten key drivers that affect customers, in particular those who feel a connection with the product.

Here are some thoughts about these and how they may be used by companies to increase customer satisfaction and loyalty.

 

Need Using the need
Stand out from the crowd Make products seem special, personalized and relevant to current social codes.
Have confidence in the future Present the product as being future oriented. Generally be optimistic in style and show the future as better than the past.
Enjoy a sense of well-being Create a sense of health, happiness, harmony and comfort. Show product reducing or relieving stress and making life good.
Feel a sense of freedom Frame the brand as free and independent, breaking rules and avoiding obligation.
Feel a sense of thrill Show the product in the real world where risk and excitement happen.
Feel a sense of belonging Portray product users as being popular, having a good time with friends.
Protect the environment Make the brand about being clean, helpful, green and helping the world.
Be the person I want to be Present the person using the product as being natural and evolving towards ideality.
Feel secure Project safety and robustness, with threats vanquished or kept at bay.
Succeed in life Connect the product with meaning, power and general success.

So what?

It is not necessary to use all of these. Indeed, a focus in a few or even one may give clarity and focus. The underlying principle, of addressing needs, is a deep method that can be applied with any other set of needs.

See also

Magids, S. Zorfas, A. and Leemon, D. (2015). The New Science of Customer Emotions. Harvard Business Review, Nov 2015, 66-76

 

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