Emotional economy, exploring the driving force of business from daily experience

First, people have six core emotions:

1. Joy: Pleasing customers through interaction will lead to a sense of joy, which will lead to the behavior of sharing.

2. Sorrow: Sorrow will trigger sympathy or regret and arouse the desire for protection.

3. Anger: If you encounter obstacles or unfair treatment, you will wake up the problem and take immediate action.

4. Fear: react when you realize that you are threatened to prevent bad things from happening.

5. disgust: negative stimulation will lead to escape or motivation to actively eliminate it.

6. Surprise: jumping out of information other than cognition will cause self-reflection and see if it can change anything.

second, how to integrate "emotion" into business operation:

step one: judge what kind of emotional experience your business (product/service) will bring to customers. Should we strengthen positive emotions or eliminate negative emotions?

step 2: design emotions into all contact and experience links to establish a longer-term and more loyal customer relationship.

step 3: turn emotions into information, and integrate them into advertisements, first impressions, buying situations and product use situations.

Case 1: Every product or service of Disney is to create joy;

Case 2: Protecting animals, charity care often reveals sad information;

Case 3: Insurance products are designed to eliminate fear;

Case 4: Cleaning products are all about removing the feeling of disgust.

Third, the action of implanting emotional experience into the loyal customer relationship

1. The buyer

turns the initial feeling of wanting everyone to know you into self-introduction information and forms the first impression.

share the corporate purpose, be authentic, and don't worry about sharing products.

2. The owner

uses the emotional framework and edits the advertising information.

standardize service steps, and trigger behaviors through emotions in the process.

3. Participants

establish a community, and encourage the sharing of * * * emotions in communication.

provide information about how to get more solutions in the same mood.

4. Promoters

emphasize the results of strengthening positive emotions or eliminating negative emotions, causing a sense of * * * and echo.

encourage after-sales printing and comments.