How to build a bond with your customers

This is a guest post from Jeanne Bliss — customer experience expert and author of “I Love You More Than My Dog.” See the original post this is adapted from and more like it on her blog.

“Deciding to be there” begins with learning about your customers’ lives and their needs, then building a solution from their point of view.

Companies that understand it’s emotion that bonds them with customers obsess about getting to know who their customers are and what they desire. When a company taps into these emotions and desires, they open up a world of possibilities that can capture the imagination of their business.

Kohl’s latest marketing campaign, “Find Your Yes,” seizes the emotions of a kid’s achievement and a parent’s support. The spots offer the customer’s point of view:

  • A mom coaching her daughter to ride a bike
  • A young boy’s first experience on a diving board

They focus on moments in the lives of their customers.

And Kohl’s is working to build a bond with their customers. Michelle Gass, Chief Customer Officer at Kohl’s, stated in Advertising Age,”We know that every day, people have a choice. We celebrate choosing ‘Yes,’ and we want to empower our customers to embrace ‘Yes’ in their daily lives.”

The companies that do this well — build lasting bonds with customers — are remembered with fondness because they were there during important times in their customers’ lives.

  • Do your customers’ lives inform and inspire the behavior, the actions, and the operations of your business?
  • Does how your customers go through their day inspire and inform the actions you take?

Read More: Beloved Companies Deliver What Customers’ Desire

Daily Huddle Tool

About Jeanne Bliss

As “Chief Customer Officer” for Lands’ End, Mazda, Coldwell Banker, Allstate, and Microsoft, Jeanne got “customer” on the strategic agenda, earned 98% loyalty rates, and changed experiences across 50,000-person operations. Jeanne now runs CustomerBliss to create an actionable path for profitability and business growth -- through earning customer and employee raves. Her best-selling books are Chief Customer Officer and I Love You More than My Dog: Five Decisions that Drive

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