Many businesses think that customers make buying decisions with a rational approach, analyzing details like features and financials. Not true. Over 50% of an experience is based on emotions. Emotions shape the attitudes that drive decisions and behavior. And, they impact behavior far more than technical or functional factors.
All buyers, more or less, are influenced by their emotions. They may not realize it. How and why customers care about your products/services may be subconscious, but these unconscious feelings can have a very concrete impact on your business. Emotional connections can determine the strength and length of a customer relationship. Those emotions drive your customer’s passions, loyalty and their advocacy.
In a recent Gallup's article, "Customer Satisfaction Doesn't Count," they declare that "If you don't make an emotional connection with customers, then satisfaction is worthless." Their research proved that customers don't buy strictly for rational reasons, much more important is engaging them on an emotional level. And, businesses that optimize this connection outperform competitors by 26% in gross margin and up to 85% in sales growth.
People are more likely to spend money when they make an emotional connection. In a book on buying from an emotional viewpoint the book, Made to Stick, a study (pg. 165) shows this in action. They gave a group of people (Group A) a charity-request letter listing out a number of stats about the many problems that children in Africa face. Group B got a charity-request letter which focused on a single African girl’s situation. Group B, who made this emotional connection, donated twice as much. Apply that to customers making an emotional connection with a support staff member vs simply getting a bill in the mail. Which do you think would be more likely to remain a customer?
How do want and expect your customers to react to your sales letters and what are doing to improve them?
Some brands have a hard time finding the missing link between coming up with great customer service ideas in the corporate office and then conveying those ideas to the team who delivers the service. In the presentation, Kelly recommended that you have processes in place, accompanied with open communications, that will help you and your CSRs create a consistent customer experience.
Finding the missing link is important because having great customer service is also about making a connection between... your brand personality & your service.
SMART Service Desk IT Service Management Software is a great start to creating your very own customer service legends. We know that your satisfied customers will return again and again. Let us help you increase productivity, reduce operations cost and improve customer experience with our ITIL compliant solutions. No matter the size of your business we have your customer retention solutions.
SMART Service Desk
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Chandler Arizona 85225
602-235-0975
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