Emotion critical to impactful brand interactions | WARC | The Feed
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Emotion critical to impactful brand interactions
Emotion Customer experience Strategy
Consumers who have a very positive emotional response to interactions with a brand are more likely to trust, forgive, recommend and purchase it more as a result, according to a new study.
How the study worked
- The XM Institute, a unit of research firm Qualtrics, conducted an online survey featuring a demographically representative sample of 9,055 consumers.
- Members of its panel rated the level of perceived success, effort and emotion from their recent interactions with companies featured in a set of 22 industries.
- They also stated how likely they were to recommend, trust, forgive and buy more from these brands as a result of their experiences.
Emotional connection drives purchase likelihood
- A high emotional rating, indicating a very positive feeling, was correlated with the strongest likelihood to trust, recommend, forgive and buy more from a brand.
- Eighty-six percent of customers who reported this kind of emotional connection in a brand interaction were likely to purchase more in the future.
- That figure hit 81% for interactions that were low-effort and frictionless, and 80% for the complete success of an interaction.
- Consumers who were “delighted” by an interaction were 10.3x more likely to recommend a brand than someone who was “upset”.
- People registering high emotional scores were also more likely to forgive, trust and recommend brands than people reporting equivalent satisfaction with effortlessness and success.
Companies underperform in emotional terms
- People who found it “very easy” to interact with a brand were 8.1x more likely to recommend this product.
- That total hit 6.3x for shoppers who “completely succeeded” in reaching their goal.
- Shoppers were nearly 5x more likely to trust and buy more from a company following a positive experience when measured against a negative one.
- More consumers, however, reported that companies performed well in terms of delivering successful and easy interactions than in terms of the emotional component.
Sourced from XM Institute
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