Emotions Are Your Customer Experience Reality

Emotions are the common thread that bind humans beings.  And it is those very same emotions that are guiding each and every customers experience specific to the points of connection.  Again, points of connection are everything your customers see, hear, touch, smell, taste and feel.

Extensive customer service research by Rosenberg has shown customer behavior can be predicted by emotions.   According to Yu and Dean in 2001, they determined that “The impact of emotions is the best predictor of customer loyalty in the customer interaction process.”

During the last almost 40 years in business, I have spoken with numerous clients and colleagues who shared their own emotional experiences with me specific to bad customer service.  One sharing including visiting a newly opened restaurant and the owner turned away not only this gentleman and his wife, but a family of 5. The owner decided to close early for the day.

Now anyone in the restaurant businesses knows opening a restaurant is difficult at best. This owner’s attitude of closing early started a cascade of negative emotions.  For this customer who experienced a problem (he wanted his need of hunger to be satisfied) that was not resolved is telling a lot of people about his negative emotional experience and he assured me he would never go back to this eating establishment. Lost customer value of 10 years was probably more than $6,000.

Whether the sign states “all employees must wash their hands” to the actual hours of operation, the messages delivered by those signs have established a point of connection with your customer. Your customers do not want to hear (point of connection) excuses.

TAKE ACTION: If you want to leverage the strategic advantage within customer loyalty, then everyone in your organization needs to understand the specific points of connection within the customer experience. Then written goals must be established to strengthen those customer experience connections unless you want a lot of emotionally dissatisfied customers sharing their bad experiences with all of your other potential new customers that you just lost.

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