MARKETING
Emotional motivators
Why I don’t like coffee machines
Before I start work in the morning I often pop out for a quick coffee. However, recently I turned up at my regular cafe to discover that the friendly barista (who always smiled and had a chat) had been replaced by a machine.
It’s undoubtedly a great machine, which in my (admittedly limited) experience produces the finest vending machine coffee known to humanity… but I can’t help thinking that in their rush to make efficiency savings the management has failed to consider the quality of the experience.
Part of what I was paying for was the opportunity to stand at the counter watching the milk being steamed and having an encounter with another person. Sometimes one barista would draw a flower in the coffee froth, while another would occasionally hand out cake samples, and a third used to crack jokes. It was unexpected, personal, and so very human. Then overnight it was suddenly replaced with a push-button and an identical silent experience for every customer.
The Trend Towards Automated Technology
This intrusion of automated technology has unfortunately been an increasing problem in recent years. Companies optimise for speed and price, not for experience and emotional state.
At the root of this shift towards automation is a belief that low prices are what consumers value most. However, this assumption overlooks a critical aspect of what people truly seek: connection, community and moments of human engagement. The focus on reducing prices ignores the fact that, for many, the value of a product or service is not just in the end result, but in the entire experience.
Of course, automation does have its place. Research has shown that in low-contact environments (such as ATMs) customers appreciate automation, but in high-contact environments (such as cafes) they prefer a more personal interaction. The key, then, is understanding exactly when human interaction is expected or valued by the customer.
In these cases where personal engagement is important, the value of something often depends on it being done slowly… because the value is in the journey not the destination. Starbucks, for example, tells baristas to make no more than two drinks at a time — because otherwise customers don’t feel like they’re getting a handmade coffee and it destroys the personalised experience.
There are some things in life that you want to make as efficient as possible – but there are other things where the value is in the luxury of inefficiency, in the time and effort invested, and in the personal relationships that accompany the product.
The Science Bit
Essentially what we’re talking about here is Emotional Motivators — the non-price-related factors that drive consumer behaviour. These define the value that customers assign to a product or service.
These emotional factors are often key to building customer loyalty and brand preference, as they resonate with deeper psychological needs rather than just financial considerations. They will vary across different customer segments and positions in the customer journey, and between different brands and categories. The key point is that opportunities to establish these emotional connections exist across the customer experience — not just in traditional advertising, but also in customer service, social media and corporate social responsibility.
Authenticity
It’s vitally important for businesses to realise that this is not just a “marketing trick” but a fundamental aspect of building genuine connections with customers. When emotional motivators are used authentically, they can significantly enhance the customer experience and foster long-term loyalty. It moves the brand-customer connection beyond a mere transaction, and creates a sense of loyalty and belonging.
In essence, authenticity transforms emotional motivators from superficial tactics into powerful tools for building enduring relationships. It ensures that emotional connections are based on real, shared values and experiences, leading to a more resilient and trusted brand.
Practical Steps
Balancing automation and emotional engagement requires an understanding of where personal interaction matters most. Identify the key touchpoints where human engagement enhances the customer journey, and ensure this experience is authentic and aligned with brand values. This requires integrating both staff training and customer feedback to continuously improve and refine both automated and personal touchpoints. By doing so, brands can create a seamless experience that combines efficiency with meaningful, personalised engagement.
As for my morning coffee, I do still go to the cafe with the machine. It’s the only one that’s open at 8am! In this case, convenience takes precedence over the personal touch I miss. However, this situation underscores the broader lesson: while automation offers practicality, it often falls short in delivering the emotional engagement that enriches customer experiences.
