With digital transformation on the tip of everyone’s tongues, the general expectation in the digital community is that companies should build a 360-degree view of the customer while also offering a simple, seamless user experience on the surface.

But from the perspective of the brand, building experiences that warrant emotional connections from customers will require a lot of complexity. Creating a data strategy that incorporates the right technologies and integrates the right data requires significant planning, iteration and internal analysis.

All for the sake of what? Providing an experience for a customer that will take for granted the complexity underlying the experience. Customers do not see all the wheels turning in the background, and likely won’t give you the benefit of the doubt if they’re unfamiliar with your brand.

Whether or not all that work is worth it depends on how effective the company can turn emotion into action.

Emotional connections are beneficial to a brand only as long as the brand is able to translate those connections into revenue. If companies aren’t able to cash in on customer loyalty, then the investment in building brand awareness and loyalty will slip like sand through your fingers.

To make your technology implementation worth it, companies need to take consumers from feeling to doing.

How should one go about doing that? You need to give your customers an incentive to move. Touch an emotional trigger. Make them action-driven consumers. Give them a logical path for a targeted action.

There’s a learning curve to inciting action based on emotion. Matt Gellis, CEO and co-founder at Keystone Solutions, recently said, “True customer experience optimization requires continual discovery and exploration.”

At the upcoming Analytics Summit on November 9, 2017, Gellis will further address this topic in his presentation “They Came, Now What? Translating Emotion to Targeted Activity.” Register for the Analytics Summit to hear his and 24 other presentations by thought leaders and industry influencers.

About the Author

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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