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Stream News, Inspiration and Thought Leadership


As a team we love learning and it is key to our culture in the business. Every Wednesday a different member of the team holds an inspiration session, dubbed Hot Chocolate or Ice Lolly Wednesdays, where we all come together to focus on something new. These sessions are the perfect way to keep the team updated on all projects, new technologies, brainstorming new features and rewards or just sharing something we found interesting. It is vital to step away from the coalface (so to speak) and take time to reflect, analyse and brainstorm. Every month we send out a newsletter to all our existing clients, suppliers and contacts with a round up of the month and ideas for the future. If you would like to receive these newsletters just email nairne.barker@streamcomms.com and she will add your details to the list.

 

The Psychology of Loyalty

What customers say they want is often very different to what they actually want. This is known as the “Say-Do” gap. Customers normally make decisions on subconscious emotional factors, although they will say that they make decisions based on rational calculations. This is most prevalent in B2C sales but still holds true in B2B.

“The essential difference between emotion and reason is that, while reason leads to conclusions, emotion leads to action.” Calne D.

So we want to create emotional connections that will lead to action. That is the “buy” button. To do this we need to understand our customers better and look at what their emotional connection is to the brand.

There are two types of loyalty – transactional and emotional. These are based on either subconscious or conscious emotion connectors in the brain. Transactional loyalty might be because of price, convenience or lack of competition, whereas emotional loyalty might be because of product quality, customer service, the experience or brand message.

We are all very used to segmenting our customers based on transactional factors such as spend, frequency and demographics - but could you segment your customers based on their emotional connection to the brand?

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