Like never before, data analytics can unlock the secrets of customer loyalty through what was once considered a soft, non-specific metric: emotional motivations for doing business. While this represents an exciting step beyond measuring customer satisfaction, many banks are understandably puzzled as to how to quantify emotional connection—and turn that information into actionable insights that yield rich rewards. Dan Leemon, senior executive advisor at Motista, explains the links between values and needs, market segments, and how resonating with the right emotions attracts much more loyal, profitable customers.
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