To create positive customer experiences, it is necessary to have emotional connections. An emotional connection will happen at all point in product sales such as that of place, price, product and promotion. Research work on consumer points of emotional interests showed that when customers had a positive emotion connected with the product or place then the chances they would buy the product again increases. This is because of the positive experience they had. For instance, when parent want to order soft drinks for their children, they would have a better emotional connection if someone guides them through the different soft drink options.
The customer who has this emotional connection would have a positive experience and this would improve sales. Businesses that can optimize their emotional connections would be able to show a better percentage in sales growth. A Harvard business review states that when customers are emotionally engaged then they would more likely to make a positive recommendation for the product. They would be 44 percent less likely to shop around and would be 33 percent less sensitive to prices. Now the soft drink industry is an intensely competitive one and hence any form of leverage would be helpful for the new product (Shiu et al., 2004).
Customer feedback is critical for a new product offering to be successful. To find out if the product uniqueness is really being perceived by customers as something that is successful, it is necessary to capture a variety of feedbacks; mainly feedbacks must be collected in the form of real time surveys. Post-interaction level surveys can also be done and this can be done online as well as making use of surface mail. In order to capture feedback some strategic locations could be identified. Some locations would have more children, school districts etc., so the feedback zone in such areas would be more. Customer feedback hence must be geographically segmented and attended to accordingly.