Crazy, Stupid Love

Crazy, Stupid Love

I love you, Gas Bill. Run away with me, Delivery Driver. Soothe my fears, 5p Off Baked Beans Coupon. Emotions are powerful things, but they’re not always the most important part of an experience.

Sometimes experiences are necessary, practical or boring and that’s okay. Knowing what matters in each step of your customer journey is as important as making your customers love you.

Every value chain will need an emotional component. Buying the right dress for your friend’s wedding matters. But when it comes to delivering the dress, giving customers control is what pleases them. ASOS’s share price has exploded because investors love them, and their customers love them because they are given control over how and when their clothes are delivered, and how and when to return them if they change their minds.

In the same way, making bill payment easy is more important than making it pleasant. One gives you a clear target and the other is doomed to failure. Firms like British Gas have been included QR codes in their bills for some time, but now you can pay using your mobile through Barclays Pingit. And soon smart meters will make it even easier to watch your bills tick up and pay them back down.

Vouchers are a tried and tested winner for many customers. They are convenient, easy, and ubiquitous but they’ll never make your customer love you. No matter how easy your vouchers are someone else’s will be just as straightforward. No matter how much you segment and target price cuts, someone who wants bargains will find them. Value for money is the new normal and while vouchers might temporarily increase your share of wallet they won’t win you your customer’s loyalty.

‘So sometimes emotions don’t matter, but that doesn’t mean you can ignore them.’

It just makes your strategy more important. Mapping your customers’ journeys and finding out when emotions matter and when they don’t will help you better focus your investment. Spending money on making things easier or targeting your customers better makes good business sense but don’t think that’s enough to make your customers love you.