Time to turn the page: Writing the next chapter of CX

Despite the fact that our world is more technologically connected than ever before, we are more disconnected on a personal level. The world can feel confusing and distracting with many messages from different media that often aren't interesting or relevant. But stories have always helped us make sense of the world around us—today is no different. To we need to use emotional intelligence and personalization to truly connect with others.

Customers are the new communication power brokers. They decide the messages they receive, where they receive them and how they interact with them. So brands must use new approaches to create connections that go farther than simply generating awareness, offering a sense of belonging. It’s time for brands to be tough on themselves, to not simply recognize what they do but ask themselves ‘why do we do what we do?’ The time of stereotyping audiences into certain demographics and ‘speaking at’ them is over. It’s time to connect with audiences using intuition and language in all its many forms and to do so with emotional intelligence. In other words, its time brands put themselves in their customers’ shoes.  

It's time to go beyond the rational and use the power of storytelling to be more empathic with audiences, create greater engagement and make brands feel truly connected parts of customers’ lives.

When we say ‘I made a gut decision’ or ‘Something didn’t quite feel right so I decided against it’, we need to bear in mind gut decisions are actually made by the parts of the brain responsible for decision-making such as the amygdala and for memory such as the hippocampus. For the amygdala, these decisions are deeply wired through unconscious memories to ascertain risk versus reward — not simply on whether to grab the meat or risk the modern-day sabre-tooth tiger — and this applies even on day-to-day matters, ‘should I choose brand X or brand Y’? For the hippocampus, learned habits and patterns are stored deep through conscious memories and that are called upon when quick decisions are needed through the subconscious synthesis of prior learning or inner wisdom.

This biological duality is what makes marketing to humans tricky. It’s also why brands should strive to create more than just connections, but memories that run deep. On a practical level, the hero’s journey is often used as an example of how a brand takes on a persona to overcome a particular challenge (or pain point) just like a hero in a story. This can be driven through a brand’s archetype, which helps define its personality, tone of voice and even the font it uses. But this story needs to be organic and kept updated to remain engaging and relevant.    

Sure, we need to respect big data, to interpret analysis and follow the marketing models that still maintain value today. But we must also look into why people are making the decisions they’re making, the psychological barriers they face so that we ensure we’re resonating with the whole brain rather than just one part of it.  

We must be brave with our communication. We must be more mindful of the individual’s place in the mass. We must use emotional intelligence to better understand our customers and create the channels for this intelligence to be expressed. We must be more empathic to create comfort, respect cultural sensitivities and create a sense of belonging with the brand rather than simply buy and go. Lastly, we must engage with our customer more personally to uncover their hopes, dreams, ambitions, and immediate needs — the digital medium is the perfect place to do just that.  

If we engage with customers through stories with motivation, creativity, ethics, we add value. When we add value, we create positive experiences. Those positive experiences lead to repeat experiences, which in turn leads to trust. Trust becomes loyalty and then we have retention and success. Simply put, it’s no longer about selling to customers — it’s about creating better customer experiences and telling better stories to ensure deeper connections, so customers feel a true sense of belonging with brands.   

And if we are going to use the power of storytelling to connect deeper with audiences and ultimately build trust; let’s make our stories bestsellers.  

To truly design for the customer experience, marketers must embrace a holistic approach that integrates emotional intelligence, personalization, and storytelling. By understanding the psychological and emotional drivers behind customer decisions, brands can create meaningful connections that resonate on a deeper level. 

Here are some key takeaways for marketers: 

1. Empathy and Emotional Intelligence: Put yourself in your customers' shoes. Understand their needs, desires, and pain points. Use this insight to craft messages that speak to their emotions and create a sense of belonging. 

2. Personalization: Move beyond generic messaging. Leverage data to deliver personalized experiences that make customers feel valued and understood. Tailor your communication to individual preferences and behaviors. 

3. Storytelling: Use the power of stories to engage and inspire. Create narratives that reflect your brand's values and resonate with your audience. Make your brand a hero in their journey, helping them overcome challenges and achieve their goals. 

4. Consistency and Adaptability: Ensure your brand's story is consistent across all touchpoints, but also adaptable. Keep your narrative fresh and relevant to maintain engagement and interest. 

5. Holistic Approach: Appeal to the whole brain, not just one part. Combine rational data with emotional storytelling to create a comprehensive and compelling customer experience. 

By focusing on these principles, marketers can build stronger, more meaningful relationships with their customers. It's about creating experiences that go beyond transactions, fostering loyalty, and ultimately turning customers into advocates. Let's turn the page and write the next chapter of customer experience together.