At the most basic level, any company can begin a structured process of learning about its
customers’ emotional motivators and conducting experiments to leverage them, later scaling
up from there. At the other end of the spectrum, firms can invest in deep research and big
data analytics or engage consultancies with specific expertise. Companies in financial
services, retail, health care, and technology are now using a detailed understanding of
emotional connection to attract and retain the most valuable customers. The most
sophisticated firms are making emotional connection part of a broad strategy that
involves every function in the value chain, from product development and marketing to sales