Having a common interest is critical to strike up a conversation and compatibility key to going on. But a real connection only occurs with emotional engagement. It may be thru a shared life experience, but a bond only builds when, over time a sense of shared values and beliefs emerges.

In the same way, customer relationships take root in emotions: where the brand promise meets client needs and values connect. Customers feel understood and valued, trust builds as does commitment to future purchase. Without an emotional connection, commitment is weak and vulnerable to price offers or disappointment.