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Create Emotional Connections to CREATES Loyalty

In: The Post-Pandemic Business Playbook

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  • Ofer Mintz

    (University of Technology Sydney)

Abstract

The first principle of the COUNTER COVID customer-centric framework recommends firms to create emotional connections with their customers so they can develop, maintain, and sustain customers’ loyalty. The chapter proposes the customer-centric CREATES loyalty framework to guide firms on how to create emotional connections with their customers. The CREATES loyalty framework is based on four strategies, which are to establish emotional connections, supply financial and psychological reassurance, provide training, and ensure customers feel safe. Actionable recommendations are generated based on academic research and best industry practices. Further, diverse examples of small and large firms located on five continents are discussed.

Suggested Citation

  • Ofer Mintz, 2021. "Create Emotional Connections to CREATES Loyalty," Springer Books, in: The Post-Pandemic Business Playbook, chapter 0, pages 123-149, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-5868-6_12
    DOI: 10.1007/978-981-16-5868-6_12
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