Post on 22-Jan-2015
description
“Care”: The Key To Customer
Engagement In The Age of “NOW”
What The Customerʼs Psychology Means For Brands
Tom Guarriello, Ph.D.TrueTalk Consulting, Inc. &
School of Visual Arts, Masterʼs In Branding
fashion is the new
black
1955 2011
everybodycaresabout
“fashion”
1,000,000,000,0002011 online brand
mentions:people,
and things,
Icare about
tavi gervison: 15 year-old
fashion-obsessed feminist
“style rookie”
“claire” age unknown
on london street via
sartorialist.com
angela, “turning 50”
aka “Trendy in New
Mexico”
things they care about
Care: to be concerned about;
have regard for; hold dear
psychological alchemy
that transforms “things”
into “valuables”
Why do we care about
things?
physiological
safety
love & belonging
self-esteem
self-actualization
Maslowʼs hierarchy of needs
“social needs”
wired to
care and connect
brain: emotion before logic
So what?
So....you are in the
“care business”
What should I do?
1.pay care-ful attention:
look,listen,
appreciate,imagine
“I understand you...”
2.engage care-fully:
“attract and hold fast”interact emotionally
“I feel with you...”
SixEmotions
fearUnderstanding Comics,
Scott McCloud
anger
disgust
sadness
surprise
joy
joy
positive
surprise
neutral
fear anger disgust
negative
sadness
joy
we arewired to mirror
emotions
joy
+
surprise
delight or relief
joy
+
pride
anger
joy
+
hope
fear
3.help caring-ly:
how can we make the customerʼs life better?
“I want to help you...”
The Question:“What would I say or
do right now if I really cared
about this person?”
The best way to cheer yourself up is to try to cheer
somebody else up.
Mark Twain
“I want to help you...”
“I feel with you...”
“I understand you...”
“The intuitive mind is a sacred gift and the rational mind is a
faithful servant. We have created a society
that honors the servant and has
forgotten the gift.”
“Not everything that can be counted counts, and not everything that
counts can be counted.”
Einstein on ROI