The following is guest post from Sawaram Suthar. Sawaram is head of marketing at Acquire, and also a founder of Jagat Media. A digital marketing consultant, he has experience in branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune.
Most brands optimize rational factors that affect customer behavior such as price points and product features. But today’s audience make purchase decisions based on their emotional experience as well.
Understanding customer emotion plays a key part in building customer engagement and brand loyalty, both of which can contribute to better sales, revenue and ROI.
There are plenty of studies to back me up on that. For example, research from 1997 at a large insurance company found sales agents with high emotional intelligence sold policies with an average premium of $114,000, which was almost double the figure for agents with low emotional intelligence.