Unless you serve robots exclusively, your customers are humans. Human feelings influence our actions and drive customer behavior. Therefore, you must design a Customer Experience that makes your customers feel a way that drives value for your organization.
In our global Customer Experience consultancy, we have said for nearly 20 years that customer’s emotions account for over half of the outcome in any Customer Experience. At first, people thought we were crazy, but now, many organizations understand the significance of emotions in their Customer Experiences.
However, too many organizations do not get specific enough about customer emotions. They are content with determining whether the customers feel positive or negative about their experience or whether the customer’s assessment was good or bad. In our Customer Experience consultancy, we feel like this general approach is not taking customer emotions far enough.
We recommend choosing an emotional outcome that is specific and then designing a Customer Experience that has actions built into it to evoke those emotions. In other words, we don’t want the customer to feel “satisfied” with their experience; we want them to feel “cared for” and “valued.”
Some organizations have embraced this concept, too. They have designed experiences that evoke feeling cared for and valued from their customers. However, they don’t measure success in this area. Instead, they continue to monitor their operational efficiencies, margin percentages, and sales growth in their measurements.
It is a mistake not to measure your success in evoking the proper customer emotions. After all, you wouldn’t tell one of your managers to design a program to achieve a goal and then never keep track of whether it works. That is ridiculous. Only a fool wouldn’t measure their results.
However, this emotional perspective to measurement can be challenging for many organizations. Measuring success in a psychological strategy can seem strange and unachievable. Many firms do not know where to begin. That’s where we can help.
This episode of The Intuitive Customer explores The Secrets of Measuring Customer Emotions. We review the four essential steps to emphasizing customer emotions as an outcome in your Customer Experience design strategy. Then, we determine how you can measure your success afterward with practical, real-world tactics.
The Intuitive Customer podcasts help you take your Customer Experience to the next level by unlocking the “hidden” aspects of your experience and determining what really drives value for your customers.
To find out more about how your organization’s marketing can improve customer loyalty and retention, contact us at www.beyondphilosophy.com.
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