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Using Emotion to Improve Customer Experience

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Emotion is critical to all good customer experiences, even in B2B. This deck shows how using the most important emotion drivers can improve experiences and bring business value.

Veröffentlicht in: Business
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Using Emotion to Improve Customer Experience

  1. 1. For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Using Emotion to Improve Customer Experience
  2. 2. For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Why emotion?
  3. 3. Rational Reasons • Pay • Benefits • Office space • Commute Emotional Reasons • Manager believes in you • Feel trusted to do your job • Recognized for hard work • Friends make it fun How do you feel about working at your current job?
  4. 4. How emotion plays into customer experiences Sources: FassForward Consulting Group, 2014; ASU Center for Leadership, 2013; Beyond Philosophy
  5. 5. Emotions are important to decision making Medical Malpractice Divorce Custody Personal Injury
  6. 6. What customers do with negative emotions Source: FassForward Consulting Group, 2014 Source: Temkin Group, 2014
  7. 7. For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. What does emotion look like for COMPANY customers?
  8. 8. What we did • Emotion Research Study o What emotions drive customer intimacy • Qualitative format o 16 interviews, 45 minutes each o Repeat and first time customers Goal – Create great experiences all along the customer’s journey
  9. 9. For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. What did we find?
  10. 10. There are three big emotions ASPIRATIONS FRUSTRATION Feeling Ordinary I’m not noticed Give me timely, personalized service ANONYMITY Sense of Control Command over my situation Fix my mishaps EMPOWERMENT Feeling of Success My hard work has paid off with ROI Be my success ally ACHIEVEMENT
  11. 11. For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. How do you play for success?
  12. 12. •Introduce yourself •Offer to solve problems •Don’t interfere with selling •Proactively offer support •Provide packing materials •Follow-up contact info •Offer package flexibility •Provide custom order tools •Tailor communication •Direct traffic in busy areas •Provide landmark maps •Check in regularly Design for the complete customer journey Customer Concierge Program Pre-Show Move In During the Event Move Out
  13. 13. An experience designed to address emotions Results: 20% Increase in Renewals Sense of Control EMPOWERMENT •“You were part of my team” •“You helped me solve big problems” Feeling of Success, Tied to ROI ACHIEVEMENT • “This saved us money” •“I could focus on selling” Feeling Ordinary, Not Serviced ANONYMITY •“You made me feel welcome“ •“You showed me empathy”
  14. 14. For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Tie it all together
  15. 15. For great experiences that bring business value… Rational Expectations Getting the order right is vital Service recovery is key Emotional Expectations Sense of Control Over EMPOWERMENT Feeling of Success ACHIEVEMENT Feeling Ordinary, Not Serviced ANONYMITY Deliver on rational AND emotional expectations
  16. 16. For Internal Use Only – External Distribution Strictly Forbidden. © 2011 Freeman. All rights Reserved. Proprietary & Confidential. Loretta Hudelot @InsightsChick Don’t be a stranger!

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