In a world of ever changing customer expectations, companies seeking ways to provide a differentiated customer experience should focus on the power of emotion.
According to a new study by AchieveGlobal, a global workforce development firm, the emotional aspect of customer service is most critical, as one in three global respondents preferred being treated well over having their issues immediately resolved.
“Understanding that emotion – the human connection – is at the heart of the customer experience is key to building customer loyalty and advocacy in today’s socially-connected and ever-evolving world,” said AchieveGlobal CEO Sharon Daniels.
“While slashed prices and special promotions may get consumers in the door, an inability to connect on an emotional and human level while delivering service will hamper any business’ customer engagement efforts,” added Daniels.
The study further reveals that the behaviors most irritating to customers stem from detached emotional awareness and connection. Almost half (46 per cent) of global respondents noted that being rude, short, nasty, unhelpful and impatient was the greatest customer service mistake that they have experienced. Using a canned script in dealing with issues (17 per cent) and saying “no” or “I don’t know” (16 per cent) also ranked amongst the top customer experience failures.
A negative customer experience not only threatens that particular sale, but also the reputation of the brand. Given the rising power of social media as a tool for brand advocacy, nearly 40 per cent of respondents worldwide admitted to posting a negative review online after a poor customer experience.
With so many retail and brand options available, customers are also quick to defect once they have been wronged, with half of respondents noting that they would try out a competitor after one bad experience and 93 per cent defecting after three or fewer poor customer service experiences. As such, it is vital that organisations institute a culture of service supported by effective employee development programs around customer experience.
“No matter where you are in the world, a positive customer experience is marked by respect, simplicity, solutions and responsibilities,” said Daniels.
“Delivering on these simple but critical expectations should be central to any company’s business strategy. Consumers are emotional beings, and training customer-facing employees to recognise emotions and respond in a concerned, effective and professional manner is essential to owning the customer experience,” the CEO concluded.
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