Turn Transactions into Emotional Connections
Today’s post is about creating emotional connections with your customers. MMG experts Mary Beth Perrow, Chuck Salvo, and Bob Simmonds share their thoughts on this important topic.
Mary Beth suggests, “Organizations that are plagued with low retention rates may want to consider what Neuroscience tells us about how the brain works. You’ve probably heard of the two power players, Oxytocin and Dopamine, but have you ever considered how these hormones combine with a corporate culture to affect employees’ overall job satisfaction rates? Oxytocin is a powerful bonding hormone that fosters feelings of connection and trust. When employees feel heard, valued, and appreciated, Oxytocin floods their brains and promotes social bonding and feelings of trust. Dopamine is a neurotransmitter that produces feelings of pleasure. When employees are recognized or rewarded, Dopamine releases a jolt of pleasure creating a drive to repeat rewarded behaviors over again. When organizations focus on creating cultures of trust, appreciation, and recognition they are forming much more than a corporate culture – they are transforming employees into loyal contributors and brand advocates. They become powerful connectors between your brand and your customers.”
Those of you who are familiar with Disney’s Four Keys Basics will tell you they are Safety, Courtesy, Show, and Efficiency. Chuck shares, “Courtesy is the Key which creates a lasting connection to the guest. And within courtesy, politeness plays a crucial role in shaping a positive customer experience. Simple acts of courtesy—such as saying ‘please’, ‘thank you’, and offering a warm greeting—can significantly elevate a customer’s perception of a brand or service. In a world where interactions are increasingly digital and impersonal, politeness stands out, creating a sense of connection and care. Polite communication not only makes customers feel valued but also fosters trust and loyalty. When customers are treated with kindness and respect, they’re more likely to have a positive impression of the business and return for future interactions. Politeness can also help defuse tense situations, turning potentially negative experiences into opportunities for relationship-building. Ultimately, politeness is more than good manners; it is a key element of excellent customer service. By incorporating politeness into every interaction, businesses can create a welcoming and respectful environment that enhances overall customer satisfaction.”
Bob believes companies can turn angry customers into raving fans. He says, “Let’s face it. There will always be those times when a customer is not satisfied with a service/product being provided. Your company’s goal should always be 100% customer satisfaction. However, when you fall short of the customer’s expectation, the key is always the speed and appropriate action being taken. Make sure empowerment to resolve issues is in the hands of your frontline employees. Whether over the phone or in a brick-and-mortar location, there is nothing more frustrating to a customer than when they are “escalated” to a supervisor or manager. It often feels like “passing the buck” or just not caring. Providing the training and the tools to your front-line staff to solve issues and put a smile back on the customers face is essential to customer retention. Dissatisfied customers are apt to tell many others about their bad experience, but a customer who has experienced “surprise and delight” in a service recovery situation is more likely to tell many more people about how wonderful you are. Set processes and standards for your frontline staff. And remember, service recovery doesn’t have to cost a lot of money.”
Bob has also observed that many companies these days are forcing their customers to use digital channels. He says, “That’s fine if brand loyalty isn’t a concern. Companies who care about having a relationship with their customers should never make it difficult to talk to somebody. Let your customers easily choose how they want to interact with you. If you force customers into “your” preferred method of communication, you could easily lose them. An omni-channel approach can work if you do it wisely! Chat Bots continually popping up on your website irritates people. Complicated IVR’s on your phone system confuses people. A phone number that is impossible to find on your digital channels sends people to your competitor. Engage someone who has experience in designing a seamless architecture to attract, interact and keep customers. Do it right!”
