Whether through products, such as wine, or services, such as wine tourism, companies, such as wineries or firms focused on the wine sector, must be customer-oriented (Customer Centric), and especially His emotions.
This is the main conclusion obtained according to the data offered by Kantar's Insights division in its latest webinar "Emotions, the (secret) multiplier of Brand Engagement". Thus, offering value to consumers is a way to obtain value for the company, however, we still observe a great difference between expectations and the reality that consumers experience in their interactions with brands.
Throughout the session organized by the British consultancy, it has been shown that emotions have a great impact on variables such as "Brand Preference" and "Recommendation", key to the growth of a business.
According to the company, the low levels of emotions are caused by the gap between what consumers expect from brands and what they receive or the experiences they actually live. This difference or "gap" varies greatly depending on the sector, and the more negative, the lower the probability of success. On the other hand, if the "enchantment" occurs, that is, customers receive the same or more than what they expect, the "gap" will be positive and the brand will have a good chance of success.
There are industries that generate positive emotions more easily than others. In Spain, specifically, the most valued sector, according to Kantar, is the hotel sector, in which on average only 18% of customers believe that they give priority to their needs. However, there are large differences between the hotel brands that work best on this aspect, reaching 30% of delighted customers, and the brands whose performance is rated worse (only reaching 11% of delighted customers).
Providing value, strengthening the relationship with consumers, competing in the market according to their needs, is worth it, the consultant points out; above-average performance on brand experience and customer delight reduces churn even in the face of negative experiences. Customer-focused brands can double the number of customers willing to stay with the brand, even after a negative experience.
Alberto Fernandez, Head of CX of Kantar's Insights division comments that "a customer willing to change company or brand has serious consequences. In all sectors, the costs of acquiring new customers are high, much more Higher than existing retention, so the lack of customer service and the absence of positive experiences continue to have a very negative impact on companies."
The British firm recommends that companies rely on both people and technology, democratizing information and empowering both consumers and employees, to drive change towards a Customer Centric culture.
