Meeting Emotional Needs of Customers

Author: Kumar Manu

| Posted: 02-07-2007 | Comments: 0 | Views: 274 | Rating: (60)

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What part do emotions play in making buying decisions? Think about Harley Davidson – all it makes is bikes. But what makes it one of the most profitable automotive companies in the world is that it has, over the years, successfully established strong emotional bonding with those who own “a Harley” or yearn for one. Starbucks is another company that mastered the art of selling coffee by getting close to the customer in ways other than just pricing and product features.

It can thus be said that such emotional buying helps companies get longer term customers who will pardon a few mistakes here and there, who will promote the companies by word-of-mouth, who would proudly show-case the companies’ products and encourage others to join them as customers.

In today’s world where technology and free flow of information has lead to commoditization of almost everything, relationships and emotions might just be the secret ingredient in the recipe for marketing success. Banks for one have already started utilizing this principle. All banks have almost the same products to sell, but with the advent of “relationship banking” complete with “relationship managers” and “financial advisors”, the race is on between which bank bonds better with a customer and which a customer feels more emotionally attached with. Automotive industry in India is still to get to grips with engaging customers in this manner. With umpteen new models being launched in India by virtually every global company, Indian customers are not finding enough reason for getting attached to any particular brand. Most people would buy the “flavor of the season” cars regardless of which company they are from. It will be interesting to note how automotive companies in India will turn “cold buyers” into “attached supporters”.

Can you name a few companies who have succeeded in "emotions-based" marketing strategies? Can you name some who have failed in it?

Date: 02-July-2007

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Article Tags: Marketing, Emotional, Customer, Strategy, Cgn, Kumar, Manu, Strategic

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About the Author:

Kumar Manu is an engineer and certified PMP with 13 years’ experience in IT Consulting, Outsourcing and Management, currently working in Delhi (India) as General Manager in CGN & Associates, Inc.

Manu has worked with companies like McKinsey, Caterpillar, GE, Tata Infotech and Birlasoft in multi-cultural teams across US, Europe and India. He has defined, set up and led several strategic initiatives from ground-up. Manu’s areas of expertise include Project Management and Consulting. He received his Bachelor’s in Engineering Degree from Netaji Subas Institute of Technology, Delhi, India. He has also been nominated for senior leadership programs during his tenure with McKinsey and Birlasoft.

Manu can be contacted at kumar_manu@yahoo.com.

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