In the Feels: Unveiling the Intrinsic Value of Emotional Loyalty, created in cooperation with Kobie Marketing
The second Strategy Brief in this new series from The Wise Marketer is titled “In the Feels: Unveiling the Intrinsic Value of Emotional Loyalty.” This Wise Marketer Strategy Brief (WMSB) was created in cooperation with Kobie Marketing, and it goes deep in understanding what the term Emotional Loyalty really means for brands that seek the strongest and most trusted relationships with their customers.
The Strategy Brief covers the topics via three segments that together will give you what you need to have a full understanding of this topic and to be able to apply it to your brand and customer strategy:
From Feelings to Fortunes
This is an introduction to Emotional Loyalty and how it can boost your brand. You will be happy to learn that we’re now able to categorize customers and understand their propensity for true advocacy, which gives marketers the ability to intercept and modify feelings and emotions to create distinct forms of advocacy.
The Four Key Ways to Leverage Emotional Loyalty
The second stage of this analysis covers how you can turn Principles and Trends into Actions and Results. You will learn how and why to measure the Emotional Loyalty of your Program Members through primary research. The focus of this primary research is to gain insights into the “why” behind customer behavior. As you will read, it’s not enough anymore to just know what customers do, you need to understand “why” they behave the way they do.
Putting Emotional Loyalty into Practice
We understand that you want to know how to put new thoughts into practice, so we wrap up this Strategy Brief on Emotional Loyalty with a treatment of how to put this new thought to the test using a few class-leading examples to illustrate key points. We include one example from the Entertainment business and another from the Travel industry.
The Wise Marketer Strategy Brief (WMSB) series is a growing set of foundational documents covering the hottest topics that will chart the course for Customer Loyalty in the future. By creating a permanent library of topical books representing industry best practices on important topics to the industry, we are giving you a resource that you can refer to on a regular basis and use as a training tool for your teams.
In this Strategy Brief, we collaborated with Kobie Marketing, a company that has led the creation of intellectual property on the topic of Emotional Loyalty over the past five years or more. Dr. JR (Henry) Slubowski, Associate VP, Strategic Consulting at Kobie Marketing was our thought partner for much of what you will read, and we hope you enjoy this solid paper.
Stay. Loyal. Always.