Customer Emotions that Drive Buying Behavior
February 3, 2017 1 Comment
Find out why most companies miss the mark in terms of focusing on generating positive customer emotions
Good products and services are only part of the equation in terms of generating customer repeat business, loyalty, long-term retention

Some Customers Will Work to Destroy Your Business While Others Are Willing Partners in Helping You Grow, Be More Successful
Some customers will actually work to kill your company and brand(s), namely dissenters and defectors, while others will work tirelessly to bolster your sales, reputation, customer acquisition efforts, etc.
It is essential that all of your customer facing team members are representing the company and brand well, and that they adhere to your stated customer principles
Your customer facing team members need to develop a customer interaction playbook that is consistent with your brand and customer mantra
Every aspect of your customer delivery ‘value chain’ needs to be synchronized to deliver a highly consistent and high quality (emotional) experience as rated by your customers
** Refer to previous blog article on the 5 R’s of customer loyalty – https://goo.gl/L4IA3q
If you rate customer satisfaction and loyalty as a high company priority, then they must be represented by a Chief Customer Officer (CCO) that will truly advocate for customers and set the customer standards that drive positive customer emotions
Summary: The following points summarize the content of this blog as follows:
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In order to develop customer loyalty you must have both great products and services as well as the ability to generate positive customer emotions (customer delight, feeling connected to the company)
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Segments of your customer base will work to destroy your attempt at market success while others are your partners in helping your company become even more successful.
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In order to drive positive customer emotions and convert your customers into advocates and super-advocates, you must develop an internal customer relations playbook (develop customer vision, code of customer interaction conduct, etc.)
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Every aspect of your customer delivery ‘value chain’ needs to be in-synch in order to deliver an end-to-end superb and fulfilling customer experience
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Every company should have the equivalent of a Chief Customer Officer (CCO) in order to set the customer vision and standards and be the ultimate advocate for all of your customers.