7 Hidden Psychological Triggers Brands Use to Boost Customer Loyalty
Customers expect more than just a product or service—they want meaningful experiences. Successful brands know that building loyalty is not only about delivering a good product; it’s about connecting with customers on a deeper level. One of the most effective ways to achieve this is by using psychological triggers that resonate with customers’ emotions and thoughts. In this blog, we will explore seven hidden psychological triggers brands use to boost customer loyalty, how they work, and how they can be applied in customer experience strategies.
1. Social Proof
Definition:
Social proof is the idea that people look to others to determine what is correct or acceptable behavior in a given situation. This principle works on the notion that if others are doing something or approving of it, then it must be good.
How It Works in Customer Experience:
Brands use social proof to build trust and credibility with customers. By showcasing positive reviews, testimonials, and user-generated content, brands send a powerful message that their product or service is valued by others. Seeing that others have had a good experience encourages new customers to trust the brand and make a purchase.
Example:
Think of a website that prominently displays customer reviews or has a “Most Popular” section. When a potential customer sees that many people have bought or rated a product highly, they are more likely to do the same. Another example is when brands display logos of well-known clients or media features.
Benefit:
Social proof helps reduce the uncertainty customers might feel when making a decision. It creates a sense of belonging and assures them that they are making the right choice. Using social proof in customer experiences, like highlighting customer stories or user testimonials, can increase trust and loyalty.
2. Scarcity
Definition:
Scarcity is a psychological principle that makes products or experiences more attractive when they are limited or hard to get. People tend to place a higher value on things that are less available.
How It Works in Customer Experience:
Scarcity can drive customers to act quickly. If they believe that a product, service, or experience is rare or in limited supply, they are more likely to buy it immediately rather than risk missing out.
Example:
E-commerce websites often use phrases like “Only 2 left in stock!” or “Limited time offer!” to create urgency. When customers believe that an opportunity is about to slip away, they tend to act fast. Hotels, for instance, might show that “3 rooms are left at this price” to encourage bookings.
Benefit:
Scarcity creates urgency and can lead to quicker decisions, reducing the time for second thoughts. For customer experience, highlighting limited-time offers or exclusive access can lead to higher engagement and quicker conversions.
3. Reciprocity
Definition:
Reciprocity is the principle that when someone does something nice for us, we feel a natural urge to return the favor. In business, this often translates into providing something valuable to customers upfront, expecting loyalty or purchase in return.
How It Works in Customer Experience:
Brands can build loyalty by offering free trials, valuable content, or small gifts. When a customer receives something of value, they feel more inclined to engage with the brand further or make a purchase.
Example:
Think of how many times you’ve been offered a free sample at a store. By offering something for free, like a sample or a helpful guide, brands create a sense of obligation for customers to reciprocate, often by buying something.
Benefit:
Reciprocity can be a powerful tool for gaining new customers and increasing loyalty among existing ones. It creates a cycle of positive interactions where both the brand and the customer feel valued.
4. Authority
Definition:
Authority refers to the influence that comes from being an expert or holding a position of power. When people believe that a brand is an expert in its field, they are more likely to trust it and stay loyal.
How It Works in Customer Experience:
Brands can establish authority by showcasing their expertise, credentials, awards, or partnerships with well-known figures or organisations. When customers see a brand as a leader or expert, they feel safer and more assured about choosing them.
Example:
A skincare brand might feature endorsements from dermatologists or display clinical study results on their website. Similarly, a tech company might highlight awards for innovation or partnerships with other reputable brands.
Benefit:
Authority builds credibility and trust, essential elements in fostering long-term customer loyalty. When customers believe a brand knows its stuff, they are more likely to stay engaged and loyal over time.
5. Commitment and Consistency
Definition:
Commitment and consistency is a psychological principle that suggests people are more likely to follow through with something if they have already committed to it. This is because individuals like to be consistent with what they have said or done in the past.
How It Works in Customer Experience:
Brands leverage this principle by encouraging customers to make small commitments initially, which can lead to bigger commitments over time. This can start with signing up for a newsletter, joining a loyalty program, or engaging in a free trial. Once a customer is committed in a small way, they are more likely to continue interacting with the brand.
Example:
Many brands use loyalty programs where customers earn points for each purchase, slowly building up to a reward. The more points they collect, the more likely they are to continue buying to reach the next reward level. A clothing store might offer a discount for signing up for their email list, and those who sign up may then be more likely to make a purchase.
Benefit:
Commitment and consistency help to build long-term relationships with customers. When customers are engaged in a way that feels like a natural progression from their previous actions, they are less likely to switch to a competitor. This can significantly boost customer retention and loyalty.
6. Liking
Definition:
The principle of liking suggests that people are more likely to be influenced by those they like. This can be due to physical attractiveness, similarity, compliments, or cooperative behavior. In branding, this means creating a brand personality that customers can relate to and like.
How It Works in Customer Experience:
Brands that create a relatable and friendly image tend to attract more loyal customers. This can be done through storytelling, brand ambassadors, or even by the way customer service representatives interact with customers. When customers feel a genuine connection with a brand, they are more likely to stay loyal.
Example:
Consider a brand that uses humor and friendliness in its social media posts, making it feel more like a friend than a corporation. A company like Innocent Drinks uses a playful and quirky tone across its channels, making customers feel like they are part of a fun, friendly community.
Benefit:
When customers like a brand, they are more likely to forgive mistakes, return for repeat purchases, and recommend the brand to others. Creating a brand that people like can lead to higher levels of customer satisfaction and advocacy.
7. The Foot-in-the-Door Technique
Definition:
The Foot-in-the-Door Technique is a strategy that involves getting someone to agree to a small request first, which increases the likelihood of them agreeing to a larger request later. This approach is effective because once people commit to something small, they are more inclined to stay consistent and agree to bigger commitments.
How It Works in Customer Experience:
Brands can use this technique by first asking customers for a small, low-risk commitment, such as signing up for a newsletter, downloading a free e-book, or sharing feedback. After customers engage with these smaller requests, they are more likely to participate in larger commitments, such as making a purchase or signing up for a subscription service.
Example:
A software company might offer a free trial or a freemium version of their product. Once users start using the software and see the value, they are more likely to upgrade to the paid version. Similarly, a charity might ask for a small donation initially, and once people donate, they may feel more inclined to donate more in the future.
Benefit:
This technique effectively reduces barriers to engagement and builds trust gradually. By starting small, brands can guide customers along a journey that leads to deeper engagement and loyalty.
Final Thoughts
Using psychological triggers in customer experience is about understanding human behavior and using it ethically to create meaningful connections. The seven triggers we’ve explored—social proof, scarcity, reciprocity, authority, commitment and consistency, liking, and the foot-in-the-door technique—are powerful tools that can help brands build deeper relationships with their customers. By implementing these strategies, brands can move beyond simply selling products and services to creating lasting, loyal relationships that benefit both the brand and its customers.