10 Steps to creating emotional connection with customers

Dear Lovely Business Owner,

10 Steps to creating emotional connection with customers

Let’s first get the facts out there.

Why do we need to create emotional connection with customers Carrie?


Building ’emotional connections’ could be the most important thing you do this year.”  Michele McGoven http://www.customerexperienceinsight.com


Because…Michele goes on to say:

Customers who are “emotionally connected” to a product buy more, are more profitable and are more loyal than customers who are “highly satisfied,” Harvard Business Review researchers found.

Yet, most companies spend time and resources measuring satisfaction and trying to improve transaction details, rather than focus on deepening relationships.

Enough already Carrie, will you just get on with it!! … 🙂 Okeydokie, here you go 🙂

  • 1. Have a giggle. Nothing  goes faster to our hearts that a good old giggle. You can laugh at yourself, or make a playful joke with your customers, just not at their expense; unless you know that they can take it! For example: at my local health food shop, one of the ladies, I jokefully say to her that I only come in so that she can insult me, it’s never really to buy my beloved coconut oil….

  • 2. Listen without wanting to respond. This is tricky for many, as we more often than not listen to respond. Holding that space, whilst someone shares what is on their mind and in there heart, is so simple, yet one of the most powerful things that you can actually do to well anyone; especially with your customers, as all any one ever wants in any kind of relationship is to be : seen, valued and heard,’ same with your customers.

  • 3. Be present. Again a few of you might be like seriously Carrie?! Yup. Be fully present in the moment when they are with you. Aim not to be distracted by whatever else is going on. This is particular valuable in our ADHD times, and creates easily emotional connection with customers, as it’s so unusual, sadly.

  • 4. When they are describing what they are looking for, or when they are asking questions about what they are looking for, or what is happening in their lives, just EMPATHISE which essentially means to be there for them. It does not mean that you have to solve anything for them; unless you are selling the solution to support and help them, of course! Often having empathy alone is enough to create emotional connection.

  • 5. Ask them how they are feeling, which might sound a bit too deep and personal for some of you, when this is done sincerely, with an intent on truly knowing then this is just a lovely thing to do, and to get into the habit of doing; even if it might feel rather awkward at first. You do not need to get too involved either, this gesture of asking shows that you care and creates emotional connection, and they will feel that they matter to you enough to ask!

  • 6  Treat them with care. For example: Imagine that they were a close friend or family member, be that caring, act like they matter to you. I see this all the time in an Apple Shop, the Representatives in the shop are so caring, so present and just loving to be honest to each member of the public who walks through the doors to the store it’s not surprise that they are thriving as a company. You don’t need to work for Apple to be caring towards your customers, and create emotional connection with them!

  • 7. Be honest and sincere  with them, in a loving way. For example: if they were wanting to work with you, or buy something from you and you knew that it was not quite the right fit or that the product that they were intending on buying from you was not quite right, be honest with them and say it, as you will gain so  much respect from them for doing so, and trust, and trust leads to … emotional connection!!!

8. Be genuinely concerned for them, which really truth be told builds upon the ‘treat them with care,’ from number 6, yet its a bit more. Having genuine concern for your customers is what Marianne Williamson calls an: ‘unbuyable quality,’ and again I see this in the Apple Shop. The Apple Representatives are so concerned to help their customers get the right products it’s like literally seeing genuine love and concern in action. People just feel comfortable with them as their concern is oozing out of them, which of course creates emotional connection 🙂

9. Tell them stories, and they do not always need to be directly linked to your Business, they could be about say your dog, or dogs in general!! Honestly, people love stories, as they appeal to that tribal part of us, that stems from our childhoods which helps us to relax, feel safe and become comfortable; creating of course emotional connection:

10. Show your human side, admit what I call a ‘Blonde Moment,’ you know when messed up, you know like going to the wrong London Airport to get the wrong plane, that kind of thing ; although it does not need to be so dramatic.  It could be as simple as texting the wrong person… They will love you for not being perfect, I mean who actually is, no-one and it will… you guessed it create emotional connection.

So that’s all folks.  these  are my own 10 steps to creating emotional connection with customers. To build upon this so that you can increase your conversion rates you can learn the slow way, using trial and error, taking some of what I’ve shared today, or you can do it quickly, and save  your precious time, by  signing  up for my Return on Connection™ Course here:


Love Carrie x

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Carrie Eddins

  • Great advice Carrie!
    Genuinely listening to someone is a great way to create that emotional connection, because so many people *don’t* listen, that it stands out when someone actually does!
    Very nice set of tips there,

    • CarrieROC says:

      Thanks so much Gordon 🙂 It is really appreciated . You are right, many listen to respond!! Me too sometimes, it’s a constant practice 🙂 Thanks so much Gordon, it means a lot 🙂 Carrie

    • CarrieROC says:

      Thanks so much Gordon! Absolutely, it really is. Thanks so much 🙂

  • Great article Carrie! #2 for me is one I learned early on I had to work on. Makes such a difference in interactions for sure. Emotional connection is top priority for sure with customers, clients, and well..everyone 🙂

    • CarrieROC says:

      Thanks so much Annette, that means so much 🙂 Having emotional connection makes a world of difference to everyone, absolutely! 🙂

    • CarrieROC says:

      Thanks so much Annette, that means a lot!! It’s all about emotional connection really isn’t it?! 🙂

  • CarrieROC says:

    Thanks so much Gillian, that means a lot 🙂 Number 9 it’s my favourite too 🙂 Especially animal stories:)

  • Lesley Foley says:

    This is SO true, I can recognise just how much these kinds of connections have helped me ‘follow’ someone. Thanks!

    • CarrieROC says:

      Thanks Lesley, I appreciate your affirmation. And I am sincerely glad that this post helped you 🙂 My pleasure 🙂 Carrie 🙂

  • Helen Lindop says:

    It’s amazing how well the good, old fashioned stuff works isn’t it? So many ‘experts’ seem to be telling us about the latest tips and hacks when things like being human, listening and caring about people’s problems are what they really respond to.

    • CarrieROC says:

      It really is Helen!! Absolutely 🙂

  • Cynthia says:

    #1 is my favorite Carrie. I think we all take ourselves a little too seriously sometimes. It’s awesome when we can relax and be friends with our audience and customers.

    • CarrieROC says:

      Aw thanks Cynthia, we really do!! It so is, thanks for your feedback,so valued and appreciated 🙂

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