B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
52%
52% -- customer value uplift for emotionally connected brand customers (2025)
Customers who are emotionally connected with a brand are 52% more valuable than those who are just highly satisfied.
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Lighthouse Research Team
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Evidence graded
Value
52%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Harvard Business Review
Primary
Tier C
https://www.runneredq.com/blogs/how-staying-connected-to-your-customers-improves-roi ↗
Source Article
Runner EDQ
Helpful Strategies
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Many businesses are focusing their efforts on acquiring and converting more and more leads. Still, they fail to acknowledge that their existing customer base is just as valuable (if not more) when it comes to fueling business growth. According to the Harvard Business…
Original Research
Harvard Business Review
· Original study ↗
Methodology
Cited from Harvard Business Review research on emotional connection and customer value
Methodology documented
Segmentation
Industrymarketing
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emotionally connected brand customers: 52% customer value uplift. Source: Harvard Business Review (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/emotionally-connected-customers-52-percent-more-valuable
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<blockquote cite="https://lighthousedata.io/data/emotionally-connected-customers-52-percent-more-valuable" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>52%</strong> -- customer value uplift for emotionally connected brand customers<br><small>Source: Harvard Business Review (2025) · <a href="https://lighthousedata.io/data/emotionally-connected-customers-52-percent-more-valuable" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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