Research is showing that much of what
companies have assumed about their customer interactions are false.
As the findings above seem counterintuitive, so are recent findings
about how customers form judgements about products and services, and
the companies that offer them. Consider, as just one example, how
just these findings should impact the procedures and behaviors of
companies that run call centers. If body language constitutes such a
huge portion of communication, something that isn't even present in
these interactions, then think about how important tone becomes for
each and every call.
But there's a substantial amount of
research suggesting that a customer's emotions play a pivotal role in
the thinking process itself. So important is this role that
customers are unlikely to even store for later recall products that
are presented to them that aren't tagged with emotional
significance. What's interesting about this is that companies
have underrated how complex their customers are, in the sense that at
every moment we all pick up on clues at both a conscious and
unconscious level that form our judgments about products and
companies.
Thus, businesses need to take special
note of how their interactions and products make their customers
feel, because one way or another, they're impacting their experiences
in a positive or negative manner. Companies can better harness
research findings to create customers that not only speak, but
evangelize, on their behalf. It's the emotional connection they make
with customers that businesses need to embrace and implement at every
level of the organization. Such connection will create higher
profits to be sure, but equally important, customers who reach what
Chip Conley calls “peak experiences” with the products and
services. There's simply no substitute in today's business
environment for energized customers who do your marketing for you.
To read more, use the following link for a detailed white paper: http://www.compusoftdevelopment.com/download-files/Customer%20Experience%20White%20Paper.pdf
