In our current economy where services are becoming more and more commoditized, the new economy, even now, has begun to center on experiences – the next evolution of services. And not just any experiences, but those that are perceived to be authentic on some level. So a successful business now pays attention to everything that might affect the customer’s experience (yes, including things in which the ROI isn’t entirely obvious or calculable), as well as openness, transparency, honesty, care, and respect.
The way to grab the vital attention of a consumer is to appeal to their emotion and logic, but emotion first. Reel them in with emotion, and remind them why they’re there with logic – and you’ll create loyalty.