Mastering Customer Advocacy: The Five Pillars of Effective Customer Experience Management
In our crowded market, the way you connect with your customers can truly set you apart.
Why We Share Peak Moments of Our Experiences
Learn why creating peak moments in customer experiences is essential for driving engagement and word-of-mouth sharing.
Arttu R.
Jul 1, 2024
Understanding what drives people to share their experiences is essential. Simply providing “good” customer experiences isn’t enough to get people talking. What truly gets shared are moments that evoke strong emotions, inspire, teach something new, or foster a sense of community. In today’s competitive market, businesses can’t just be “good”; they need to create memorable peak moments that leave a lasting impact. These peak moments, whether a surprising delight or a powerful connection, are what compel customers to share their stories far and wide. In this blog post, we’ll explore why these peak moments get shared and how businesses can design their touchpoints to craft and amplify such experiences. It’s time to move beyond the ordinary and embrace the extraordinary to turn customers into passionate advocates.
The Power of Emotions in Customer Experience
Emotions play a critical role in shaping customer experiences. Research shows that customers are significantly more likely to share experiences that evoke strong emotional responses. This can include feelings of joy, surprise, excitement, or even a sense of belonging. When customers experience intense emotions, they feel compelled to share these moments with others, whether it’s through social media, word-of-mouth, or reviews.
A study by Berger and Milkman (2012) from the Wharton School of the University of Pennsylvania supports this, demonstrating that emotionally charged content is more likely to go viral. For instance, their research highlighted that articles containing practical, useful information were frequently shared, particularly when they evoked emotions like excitement and surprise. This is evident in the widespread sharing of health-related articles that not only provide valuable tips but also elicit hope and optimism about improving personal well-being (Berger & Milkman, 2012). This finding underscores the importance for businesses to create touchpoints that elicit strong emotional reactions, ensuring that these memorable moments are not only experienced but also widely shared.
Creating Emotional Touchpoints
To tap into the power of emotions, businesses need to design touchpoints that are not just functional but also emotionally engaging. This involves understanding the customer journey and identifying key moments where emotions can be amplified. Here are a few ways to create emotional touchpoints:
- Personalization: Tailor experiences to individual customers to make them feel valued and understood.
- Surprise and Delight: Incorporate unexpected elements that surprise and delight customers, creating memorable moments.
- Empathy: Show genuine care and understanding for your customers’ needs and emotions.
Example: The Magic Castle’s Popsicle Hotline
A concrete example of creating an emotional touchpoint can be seen at the Magic Castle Hotel in Los Angeles. They have a “Popsicle Hotline,” a phone near the pool that guests can use to order free popsicles delivered to them on a silver tray by a gloved staff member. This small but delightful surprise creates a memorable experience that guests love to share, both in person and on social media, significantly enhancing the hotel’s reputation and guest satisfaction.
Inspiring Customers
Inspiration is another powerful driver for sharing experiences. When customers encounter something that inspires them, they feel a strong urge to share it with their network. This could be a unique product, a visionary brand story, or an innovative service design. Berger and Milkman’s study also found that content which inspires and provides a sense of awe tends to be shared more frequently. For example, videos of innovative product designs, like Tesla’s unveiling of its cutting-edge technology or Apple’s launch events showcasing their latest advancements, often go viral because they inspire audiences with the possibilities of the future (Berger & Milkman, 2012). This underscores the importance for businesses to create inspiring moments that not only engage customers but also encourage them to spread the word.
Designing for Inspiration
To inspire customers, businesses need to think creatively about their service and touchpoint design. Here’s how to do it:
- Storytelling: Use compelling stories that resonate with your customers’ values and aspirations. For instance, Patagonia’s brand story about environmental conservation inspires customers to support and share their cause.
- Innovation: Continuously innovate to differ and stand out in the market. Dyson’s innovative vacuum designs, which revolutionize household cleaning, inspire customers with their cutting-edge technology and design.
- Visual Appeal: Ensure that your touchpoints are visually striking and appealing to capture attention. The visual campaigns by Nike, featuring bold, motivational imagery, captivate and inspire their audience to share and engage.
Example: Patagonia’s Environmental Storytelling
Inspiration: Patagonia inspires customers through powerful storytelling about environmental conservation. By sharing stories of how their products are made sustainably and their efforts to protect natural habitats, Patagonia connects deeply with environmentally-conscious customers. Implementation: Patagonia uses various touchpoints like their website, social media, and in-store displays to tell these stories, inspiring customers to not only buy their products but also support their mission.
Check patagonia.com to see how they inspire their customers.
The Role of Learning in Customer Experience
People love to share experiences that teach them something new. Educational content not only provides value but also positions your brand as an authority in your field. When customers learn something meaningful, they feel empowered and are more likely to share that knowledge with their network, thus amplifying your brand’s reach. This shared educational experience fosters a deeper connection between the customer and the brand, building trust and loyalty over time. In a world where information is readily accessible, offering unique and insightful learning opportunities can set your business apart from the competition.
Educating Through Touchpoints
To integrate learning into your customer experience, consider these strategies:
- Informative Content: Provide valuable information through blogs, videos, and other content formats that educate your customers.
- Interactive Experiences: Create interactive touchpoints, such as workshops or webinars, where customers can learn new skills or knowledge.
- Expert Insights: Share insights from industry experts that can help your customers solve their problems or achieve their goals.
Example: HubSpot’s Free Educational Content
Learning: HubSpot provides free educational content through their HubSpot Academy, offering courses, certifications, and webinars on marketing, sales, and customer service. Implementation: By providing valuable learning resources, HubSpot helps customers improve their skills and knowledge. This not only positions HubSpot as an authority in their field but also encourages customers to share what they’ve learned, driving engagement and brand loyalty.
See Hubspot Academy.
Building Community
Humans are inherently social beings who seek connections and a sense of belonging. In a world that’s increasingly digital, creating a sense of community among your customers is more important than ever. Experiences that foster this sense of belonging are not only powerful but also highly shareable. When customers feel like they are part of a community, they are more likely to engage with your brand, share their positive experiences, and advocate on your behalf.
A strong community can transform customers into loyal advocates who support and promote your brand passionately. This sense of community provides emotional satisfaction and creates a network of engaged individuals who share a common interest or belief centered around your brand. By nurturing these connections, businesses can foster long-term loyalty and encourage organic growth through word-of-mouth.
Communities also provide a platform for customers to share their experiences, insights, and feedback, which can be invaluable for continuous improvement. When customers see that their input is valued and acted upon, it strengthens their bond with the brand and enhances their sense of belonging. This collaborative relationship not only benefits the customers but also provides the business with deeper insights into customer needs and preferences.
Fostering a Sense of Community
To build a sense of community through your customer experience, focus on these aspects:
- Engagement: Actively engage with your customers through social media, forums, and events. Encourage conversations and interactions to make them feel valued and connected. Respond to their comments, ask for their opinions, and create opportunities for them to interact with each other. This active engagement helps build a vibrant community where customers feel like they belong.
- Shared Values: Cultivate a community around shared values and interests that resonate with your customers. Align your brand’s mission with the values of your audience to create a strong, loyal community. When customers feel that a brand shares their values, they are more likely to form an emotional connection and remain loyal over time.
- Customer Involvement: Involve your customers in your brand’s journey by encouraging feedback, participation, and co-creation. Make them feel like they are a vital part of your brand’s growth and success. Invite them to contribute ideas, participate in product development, or share their stories. This involvement fosters a deeper connection and makes customers feel like they are an integral part of the brand’s community.
Example: LEGO Ideas Platform
Community: LEGO Ideas is a platform where fans can submit their own LEGO set designs. The community votes on their favorite designs, and winning submissions have the chance to become official LEGO sets. Implementation: This platform fosters a sense of belonging and community among LEGO enthusiasts. By involving customers in the product creation process and celebrating their creativity, LEGO builds strong emotional connections and encourages community-driven content sharing.
See Lego Ideas platform
Summary
Understanding why customers share peak moments of their experiences is key to effective customer experience management. By designing touchpoints that evoke emotions, inspire, educate, and build community, businesses can create memorable experiences that customers are eager to share. This not only enhances customer satisfaction but also drives organic growth through word-of-mouth and social sharing.
Incorporating these principles into your service design and touchpoint strategy will help you create powerful, shareable customer experiences that set your brand apart. Remember, it’s the moments that move people emotionally and intellectually that get shared the most, so focus on creating those peak moments in your customer journey.