Organic growth is hard to come by, and building Emotional Connection with customers accelerates profitable growth and drives customer value
San Francisco, CA (PRWEB) March 24, 2016
Motista, the leader in predictive intelligence for Emotional Connection, demonstrates how companies can accelerate organic growth by identifying, activating, and measuring precise emotions driving profitable customer behaviors. In two new articles featured recently in the Harvard Business Review, Motista illustrates how companies can go beyond traditional satisfaction and brand metrics to drive growth.
“Organic growth is hard to come by, and building Emotional Connection with customers accelerates profitable growth and drives customer value,” said Scott Magids, co-founder and CEO of Motista. “There is a difference between being Emotionally Connected to a brand, and just being satisfied with it. Companies have traditionally struggled to measure and act upon Emotional Connection. Motista’s predictive intelligence overcomes this challenge using science and big data, allowing companies to precisely measure and activate Emotional Connection to grow customer value, and in turn, accelerate business results.”
In the November, 2015 Harvard Business Review article, “The New Science of Customer Emotions: A better way to drive growth and profitability,” authors Scott Magids, Alan Zorfas, and Daniel Leemon discuss how they mapped the genome of human emotion and used big data and analytics to scientifically determine the unique emotions most important to purchase behavior in dozens of industries. In a case study, the authors show how a national fashion retailer facing stagnating sales found unexploited opportunities – and accelerated growth – by identifying emotional drivers predicting purchase behavior and activating these drivers through targeting, marketing, the omni-channel experience and stores.
In the follow up December 2015 article, “What Separates the Best Customers from the Merely Satisfied,” the authors explain that their research proves consumers who are Emotionally Connected to a brand are anywhere from 25 percent to 100 percent more valuable in terms of revenue and profitability, as compared with consumers who are merely “highly satisfied.”
“We developed the Emotional Connection ScoreTM to quantify how a brand connects with customers’ deepest emotional motivations most driving purchase behaviors,” said Alan Zorfas, co-founder and Chief Intelligence Officer of Motista. “We discovered that even though a customer may be highly satisfied, they may still have a low emotional connection to a brand – and this is where businesses have an opportunity to take the next step in growing customer value.”
By combining the social sciences of anthropology and psychology with big data on customer emotion and profitable behaviors, Motista has determined the exact emotions most motivating customer behavior across a wide range of B2C and B2B categories. This insight gives businesses an unprecedented opportunity to activate Emotional Connection to accelerate financial growth.
Motista enables businesses to accelerate growth by activating Emotional Connection. Founded in 2007, Motista’s clients include Fortune 1000 B2C and B2B companies in the consumer packaged goods, financial services, retail, hospitality, healthcare, technology, personal care, and consumer electronics categories. Using proprietary data and analytics, Motista has scientifically mapped the genome of human emotions and identified those most predictive of profitable behavior across dozens of categories. Through an analytic, data-driven approach, Motista provides The Emotional Connection Lens™, which informs strategic and operational investments to accelerate financial growth. To learn more, visit http://www.motista.com.