95% of Purchasing Decisions are Emotional – what that means for FIs

Harvard Business School professor Gerald Zaltman says in his book, How Customers Think: Essential Insights into the Mind of the Market, that 95 percent of our purchase decision-making takes place in the subconscious mind. What does that mean for customer engagement for your financial institution?

The biggest subconscious urge is emotion. Emotion is what really drives purchasing behaviors and decision-making, we are driven by feelings. We must be engaged and impassioned by the interaction with your financial institution. Every interaction with a customer should give them a certain feeling about your FI.

95% of all purchase decision making takes place due to an emotional connection.

How do you tap into a customers or members subconscious emotions, online and in person? Being empathetic and being accessible through any channel. Be that active listener and educator guiding to the right and personalized recommendations to meet their needs. You can make every interaction relevant and memorable with a positive emotional connection with every customer being heard and every need fulfilled.

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