Something is missing in your customer experiences but you aren’t sure what it is.
You may be seeing trends like:
And when you research best practices to achieve the results you want, you discover that you are doing everything right. Solid email marketing strategies. Great social media posts. Sound SEO strategies. Easy and straightforward user experience.
Discover:
Listen to case studies that illustrate how focusing on only the transaction won't win you customers. You'll be introduced to the lurker and how their activity can mislead your business decisions. In the end, you'll discover that there is more to building a business than large distribution lists and many followers.
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This will give you some insights into the emotional reasons why people purchase, why they may not purchase from you, and why they build a relationship with your company in the first place. You'll learn a bit about decision making and it introduces the idea of prioritizing problems and solutions.
Discover how empathy and compassion are part of a contiuum that starts with pity and contempt. For us to build a relationship with customers, we have to love them. And the only way we can love them and get them the solutions they need is to feel empathy and compassion for them. This video describes what this is, how it works, and why this is key to business success.
How do you motivate customers to take action, engage with your brand, and add that magic by connecting with them emotionally? Here is the 5-step process I use.
As always, know who your customer is. Like any process that involves customers, be sure you research them and get to know who they are. Your customer may include more than the person who purchases.
The job to be done. We all like to think that our company’s innovations are unique solutions to new problems, while we are actually solving existing problems. Customers just may not have thought about their problem in the way we solve them.
This section addresses how your company is solving the problem compared to other companies. If a prospect or customer doesn’t understand how your solution helps them solve their problem, then they won’t buy your product. It really is that simple.
This is where the magic happens. By understanding how people make decisions, you can put the magic of emotional engagement into your experience and get customers to take that next step by feeling safe, secure and confident in their decisions.
Discover some strategies and mindsets to get customers engaged. Sometimes, customers have a hard time making a change because they don’t know what that will mean for them. But we do know that such a change goes deeper than experiencing product benefits.
Mary Brodie, Founder & Strategist, Gearmark
Mary Brodie is an experience strategist and founder of Gearmark, a consultancy that has been helping companies create memorable customer experiences for over 20 years. She has helped companies improve their bottom line through her work on their apps, web sites, content strategies, lead gen programs, and more. Additionally, she helps leaders define their vision, communicate it to their teams, and support team collaboration. This work ensures that the employee experience is just as memorable as the customer experience it produces. She attended MIT and graduated from Simmons College (BA and MA) and IE University in Madrid (Executive Master's in Corporate Communications).
She wrote the book, Revenue or Relationships: Win Both!, and is close to launching her next book, Acceptance: the key to being a good listener.
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