To Create a Positive Experience, Customer Service Reps Shouldn't Forget Customers' Emotional Needs
According to a new study, the emotional aspect of customer service is most critical in customer satisfaction.
(Boonton, NJ, March 11, 2013) — It's no secret that creating a positive customer experience fosters customer loyalty. But what goes into creating that experience?
According to AchieveGlobal, the key to creating that positive customer experience is "emotional effort" — or working to meet the emotional needs of customers.
"It is important not only to meet customers' business needs — which is why they contact us or why we are in touch with them — but also to focus on their human needs," says Craig Perrin in the March issue of Customer Service Newsletter.
Perrin, AchieveGlobal's director of solution development, notes that leading companies like Starbucks, Apple, Nordstrom, and others have demonstrated that paying attention to the customer experience, and in particular, to customers' emotional needs, can lead to success in customer retention, repeat business, business referrals, and other measures. And he says, "More and more companies are coming to the same conclusion and are looking for ways to make those emotional connections with customers."
Making that connection requires an "emotional effort" or "emotional labor" on the part of customer service representatives — something that goes beyond the basics of the customer interaction.
Details on how to move your service team "beyond the basics" appear in the March issue of Customer Service Newsletter.
About the Customer Service Group
For more than 20 years, the Customer Service Group has helped customer service, call center and help desk managers increase productivity, improve service quality and boost customer satisfaction, loyalty and retention. The Customer Service Group publishes Customer Service Newsletter and The Customer Communicator.