As much as we’d like to think of ourselves as creatures of logic, much of the time emotion rules our actions. We take great pride in being informed consumers so that we can make the right choice. “This car has better fuel mileage, that car has stronger safety features… “but” then we decide “I just like this one more, because my parents had the same make and model.”
From the clothes we wear to the food and beverages in our refrigerators, only part of our decisions as consumers are governed by the logical side of our brain. The other part of those decisions is sheer emotion.
In a whitepaper titled, Leveraging the Power of Emotion to Improve Service, AchieveGlobal explored some of the things companies tend to assume when it comes to the emotional side of service choices.
Here are three of six myths about how emotions relate to service, and how to better understand these connections:
Myth #1: The first impression is all that matters
It’s worth noting that first impressions are important, but all the goodwill built by a strong initial gesture can be eradicated if the service interaction breaks down and ends on a sour note. Insight: Companies are wise to recognize all the defining moments that characterize the service interaction. Ending on a strong note is key.
Myth #2: If you don’t address the negative, it will go unnoticed
Many companies are aware that there are necessary but unpleasant components of their customers’ service experience: a long wait or premium prices for example. Not addressing these issues won’t make customer experiences better. To the contrary, customers are more likely to dwell on the drawbacks and feel negatively toward the company if it doesn’t address the unpleasantness, rationalize it, and minimize it. Insight: Companies should recognize unpleasantness that’s part of the service experience, help customers understand the necessity for these moments, and be sure to work past them efficiently.
Myth #3: “I can show you facts that will make you trust me.”
Building credibility is far less about logic and reason, and more about making sure customers directly experience service characterized by defining moments that organically build trust. Insight: Companies should focus on building service relationships that lead to customer trust on all levels.
It’s smart to remember that customers haven’t simply chosen your company because your products and services fulfill their needs. They’ve also come to you for an experience which will be defined through moment-by-moment interactions with your company.
You must then deliver service that’s positive and sincerely customer-focused in order to earn the customer’s trust and loyalty.
Sharon Daniels is CEO of AchieveGlobal in Tampa, Florida
