It is no secret that attracting new customers is more expensive than retaining existing ones. Saving a client is possible only by satisfying expectations regarding the price, product quality, and the level of service provided.
Regular assessments of customer satisfaction in banks, hotels, pharmacies, stores, and other companies reveal the presence of emotional attachment to the company and determine the economic behaviour of customers.
There is no single method for achieving total customer satisfaction, as there are always differences between the expectations and needs of different segments of the same target audience. Thanks to marketing research, customers’ emotions can be measured and targeted, and activities can be developed that will enhance the positive perception of the company. Let’s find out the three main tools to measure authentic customer emotion.
Surveys can be implemented by types of special software. One of them is SurveyMonkey. SurveyMonkey is a customer survey system designed to get feedback from visitors or customers in commercial or government institutions.
The customer survey system will help you understand the opinions of your customers and identify problem areas that need to be improved to make customer service better and increase loyalty to your brand, services, or products.
For example, if you buy coursework assistance on services like this one, after receiving it, you need to answer some feedback questions to help the company understand whether they are good at providing writing services.
Ethnographers are one of the most successful methods to measure customer emotion. The success of new developments is always associated with unmet needs. Therefore, it is necessary to distinguish immediate needs and higher emotional needs, for which ethnographic observation methods should be used.
Companies should determine the most significant aspects of the business for the market, and form a branded offer based on them. This approach allows you to translate additional values in the personality of the brand.
While exploring the question of what consumers are doing online, you will understand, in general, everything. The most important thing for your company will be to understand what exactly you should focus on in order to influence decision-making and form a positive experience for the client at all stages of communication.
In other words, you need to get a complete picture of every moment truthfully. In addition, you will learn about the special factors, people, technologies, communities, and sources that affect your consumer. The result is clarity regarding the direction of development of marketing, sales, services, and customer loyalty strategies.
#3. Audio and Video Correlation
Scientists from China have developed an emotion recognition algorithm that analyzes correlations in facial expression along with a speech spectrogram. It is difficult to recognize emotions, because people show them differently, for example, because of temperament, but analysis of sound patterns can improve results. Accuracy of recognition in difficult conditions reached 62.48% and surpassed the current results in the Emotion Recognition in the Wild database.
The Deep Fusion recognition model proposed by Yuanyuan Zhang, Zi-Rui Wang and Jun Du from the University of Science and Technology of China contains several components. A convolutional neural network for recognition of emotions from speech with the attention mechanism identifies areas on the spectrogram that correspond to the manifestations of emotions.
The attention mechanism is also implemented for video – the neural network marks frames that reflect the emotional state. Video frames with faces are passed through a face recognition network and three neural networks for emotion recognition. The authors called their method of comparing the signs of video and audio Factorized Bilinear Pooling (FBP). Such a method will greatly help in measuring customers’ emotions.
How Neuromarketing Works?
Neuromarketing has rapidly entered the world of advertising in various forms and is used by almost every large company. Sometimes this happens consciously – if there are specialists who purposefully study neuromarketing, sometimes unconsciously, the marketer intuitively chooses for advertising campaigns the solutions that he or she would have liked himself/herself.
Consumers may notice the impact of neuromarketing if, when they come home from the supermarket, they find in their packages a lot of unnecessary products. In such cases, we make purchases unconsciously, succumbing to momentary emotions. Not necessarily positive, emotions can belong to a wide spectrum: we buy in a state of euphoria, joy, fatigue, nostalgia, loneliness, and fear of being different. It is on emotions that neuromarketing is based.
Neuromarketing is at the intersection of traditional marketing, neuroscience, neuroeconomics, and cognitive psychology. A referral examines which emotions influence a purchasing decision, and uses them to increase the effectiveness of marketing strategies. This knowledge is used in product design, advertising campaigns, pricing, and even in planning the interior of a store.