{"id":21483,"date":"2019-05-08T12:44:09","date_gmt":"2019-05-08T16:44:09","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?p=21483"},"modified":"2019-10-02T22:08:15","modified_gmt":"2019-10-03T02:08:15","slug":"emotions-drive-spending-but-do-you-know-which-ones-drive-the-most","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/emotions-drive-spending-but-do-you-know-which-ones-drive-the-most\/","title":{"rendered":"Emotions Drive Spending, But Do You Know Which Ones Drive the Most?"},"content":{"rendered":"
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In 2004, I presented to an insurance company in Germany about how they should be evoking the proper emotions in their customers. It was a tough audience.<\/p>\n

One of the guys asked, \u201cHow much money are we going to get back by doing this?\u201d<\/p>\n

It was not an unfair question, but it was one for which I had no answer. We needed to change that and so began two-years\u2019 worth of research with the London Business School to identify which emotions drive and destroy value.<\/p>\n

Now, when I say value, I’m talking about which emotions make people spend more money, and make people give you better Net Promoter Scores\u00ae.<\/p>\n

We discussed what we discovered from the research in\u00a0a recent podcast.<\/a>\u00a0\u00a0These results were also published in my third book,\u00a0The DNA of Customer Experience: How Emotions Drive Value<\/em><\/a>\u00a0(Palgrave Macmillan, 2007).\u00a0<\/em>We discovered 20 emotions that drive and destroy value for an organization, broken down into four clusters.
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As you can see, there is at the bottom, a\u00a0Destroying Cluster<\/strong>. If you’re evoking one of these emotions, you can statistically prove that you’re losing value because people will not be spending as much. They also won’t be as loyal, and they’ll be giving you lower Net Promoter Scores\u00ae, etc. So, if your customers display any of those emotions, then you’re losing money. It’s as simple as that.<\/p>\n

The\u00a0Attention Cluster<\/strong>\u00a0is feeling things like interested, energetic, stimulated, exploratory, and indulgent. This area is marketing’s job. They make the product look interesting to stimulate customers to explore the offer. From our research that we did with London Business School, \u00a0these emotions drive short-term spend. So, in other words, when your customers feel these, you can get blips of improvement in your \u201cvalue\u201d metrics.<\/p>\n

The next level up from that is what we call the\u00a0Recommendation Cluster.\u00a0<\/strong>It contains emotions that affect trust, so people feel valued, cared for, safe, and focused. The way I describe the Recommendation Cluster is like the Net Promoter Score\u00ae; i.e., they would recommend the company.<\/p>\n

The\u00a0Advocacy Cluster<\/strong>\u00a0are the \u201cbig daddy\u201d emotions. In this cluster, you see only two, which are happy and pleased. It differs from the Recommendation Cluster in that people talk about your brand to people that didn\u2019t ask. Advocacy Cluster emotions inspire your customer to promote your brand.<\/p>\n

Organizations recognize that there is an emotional experience, but still tend to talk in generalities, i.e., positive emotions and negative emotions. However, you have got to be specific. There are two key questions you should know the answer to, which include:<\/p>\n