Emotional content on websites is all the rage these days as customers want to have a voice – they want a venue to easily express an opinion, critique an answer, rate a vendor or a product, or append a comment to an article. They also want to be able to story-tell, like for example, to share their insider information on how to best utilize a capability of your product.

This emotional content is very valuable as customers of today trust information from peers more than information from companies. By allowing this content on your site, customers can pull information that they need, on their own terms, in order to make purchase decisions and for customer support. By being vocal, customers can also impact the type and quality of information being delivered. This, in essence, puts them in the driver’s seat, allowing them to influence the relationships that they have with the companies with which they do business.

You need to let go of control and allow emotional content and you should unobtrusively monitor these posts. This will help you engage in a two-way healthy conversation with them, and will also allow you to pinpoint the ardent supporters of your brand. It will also help you validate product roadmaps and strategies making sure that your offering stays in line with customer demand.

Emotional content allows customers to influence the relationship that they have with companies. Yet companies will have a greater success in creating a loyal customer base if they listen, respect and use the voice of their customers.

What type of emotional content are you allowing on your site? How do you monitor it? How do you use it- do you use it for improving service or for product development or for something else? Share your best practices with us! Or ask me for advice.