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January 19, 2014

Creating Engagement through Empathy engineering? people buy from people

by HoosOnBrand

Customer Strategy Practitioners

Creating Engagement Through Empathy Engineering?

Nicola Collister Supporting Image

So how do you build truly great levels of customer value? We have all heard the stories about customers with an 85% satisfaction rating being almost as likely to leave you as those with a 60% rating.

Well, perhaps that is because being satisfied with a service is simply not good enough, and the reason for that is because in any competitive marketplace, you want consumers to be engaged at a far higher level than just being satisfied – you want them to feel a true empathy for your brand!

People buy to feel better about themselves – from people they trust

Creating an emotionally compelling reason to buy has been the remit of marketing virtually since the inception of the discipline. It is the emotion that takes the consumer from buying on the basis of their ‘needs’ – I need a car – to…

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